The change in management marks a new phase for Bio Procam. Antonio J. Cano Medina takes over leadership alongside his counterpart Máximo Palomo, Chief Financial Officer, following the departure of Fernando Martín, at a key moment for the organic sector and for a company that has successfully consolidated its position as a benchmark in southern Europe. The appointment, ratified at the latest governing board meeting on 9 January, is committed to “strategic continuity” and to leveraging in-depth internal knowledge of the organisation.
Cano Medina, previously Commercial Director, takes on the new role with a clear roadmap: consolidate before growing. “Before pursuing exponential growth, we want to ensure the profitability and solidity of what has already been built,” he explains, stressing the importance of completing the technical and productive transformation process launched in recent years. Farm modernisation, resource optimisation and agronomic efficiency are central to the strategy.
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At the same time, Bio Procam is maintaining its territorial expansion plan with a new centre in Cádiz, in the San Pablo de Buceite area, which is set to become operational in spring. The objective is to strengthen and expand its avocado business by bringing in new members in a high-potential production area and reinforcing the supply base.
Season and challenges
For 2025/26, forecasts are similar to the previous season, with output exceeding 10,000 tonnes. Low temperatures have helped regulate production and prevent peaks. In this context, specialisation in organic production allows the company to position itself in a higher value-added segment, although not without challenges.
One of these is the narrowing—“to critical levels”—of the organic–conventional price differential, calling into question the viability of the model if the higher risks and costs associated with organic production are not properly recognised. “If prices do not reflect that additional effort, the system is not sustainable.” Cano Medina also points to a lack of coherence within the EU: “It is an absolute contradiction to demand strict Farm to Fork targets from us while, at the same time, negotiating agreements such as Mercosur that facilitate imports from third countries that are not subject to those same requirements.”
