Located in the heart of Murcia, renowned for its rich agricultural heritage and world-class table grape expertise, this new facility stands as both a tribute to BLOOM FRESH’s pioneering journey and a powerful investment in the future of fresh.
More than a facility, the BLOOM FRESH™ Breeding & Technology Center is a beacon of the company’s bold ambition: to amplify the goodness of nature by developing healthier, tastier, and more sustainable fruits for people everywhere.
From 2005, Murcia has been the cradle of BLOOM FRESH™’s innovation. Today, with a footprint spanning five continents, over 2,000 growers, 74,000+ hectares licensed, and more than 100 patented varieties of table grapes, cherries, and blueberries, BLOOM FRESH™ continues to lead the global transformation of the fruit industry.
The symbolic groundbreaking ceremony, held in Blanca on May 28, 2025, marked the official start of construction. The event brought together leaders from both public and private sectors in a strong show of support for the future of agri-science and innovation in the region. Among the attendees were Fernando López Miras, President of the Region of Murcia, Sara Rubira Martínez, Regional Minister of Agriculture, Water, Livestock and Fisheries, and Ángel Pablo Cano Gómez, Mayor of Blanca, alongside Alvaro Muñoz, CEO of AMFRESH Group, and Josep Jové Estiarte, CEO of BLOOM FRESH™. Their presence reflected the shared ambition to position Murcia, and Blanca in particular, as a global hub for sustainable varietal development and next-generation fruit innovation.
BLOOM FRESH™ breeding & technology center
Set across 80 hectares in the agricultural heart of Murcia, the BLOOM FRESH™ Breeding & Technology Center is designed to become the global epicenter of varietal innovation in table grapes, and cherries. The site integrates 35 hectares of trial plots and 45 hectares dedicated to cutting-edge research, technical services, and collaborative development.
“We are entering a new era of varietal innovation driven by science, guided by nature, and made possible by the passion of our teams,” said Alvaro Muñoz, CEO of AMFRESH Group.
“The Breeding & Technology Center in Blanca strengthens our ability to accelerate breakthroughs, empower our global network of growers, and deliver healthier, more sustainable fruits that excite consumers and shape the future of FRESH.”
This visionary project reflects a long-standing commitment to Murcia, where BLOOM FRESH™ launched its first breeding program nearly two decades ago. The decision to anchor this global innovation hub in Blanca underscores the company’s belief in the region’s talent and potential. It also honors the extraordinary team of agronomists, agro-engineers, biotechnologists, and scientists whose work continues to define the frontiers of natural breeding. Their continuity, deep expertise, and connection to the land were instrumental in choosing a location designed to fuel the next wave of FRESH innovation.
NOTICIA RELACIONADA: Introducing Mojito FRESH™: A Unique Sensorial Experience in Table Grapes
At its core, the center includes a 20,000 m² state-of-the-art greenhouse complex and 2,000 m² of laboratories and smart office space, enabling world-class hybridization, precision phenotyping, varietal registration, and global licensing. More than 30 highly skilled professionals will power the development of next-generation varieties that push the limits of quality, adaptability, and flavor.
“This center marks a new chapter in the future of fruit,” said Josep Jové Estiarte, CEO of BLOOM FRESH™. “It will become a global engine of varietal creation, where advanced natural breeding and agronomic expertise converge to shape the next generation of table grapes, and cherries. By equipping our global grower community with the most resilient, innovative, flavorful, and high-performing varieties, we aim to accelerate category growth and expand access to healthier, more exciting fruits worldwide.”
With a presence in 24 countries, BLOOM FRESH™ is scaling varietal innovation at an unprecedented pace, enabling growers across the globe to thrive with exceptional fruit that meets the evolving demands of modern agriculture, sustainability, and health-forward living.
The new BLOOM FRESH™ Breeding & Technology Center is a launchpad for what comes next: unlocking the full potential of nature, science, and collaboration to transform the future of FRESH.
