Specialist stonefruit breeder PSB Producción Vegetal has appointed Elena Aguarón as its new CEO, reinforcing its strategy to expand its global breeding programmes and commercial reach.
Breeding programmes
Aguarón brings nearly two decades of commercial and technical experience in global horticulture to her new role at the Murcia-based company. She will lead PSB’s next phase of development, working closely with the company’s leadership team and with founder and chief technology officer, Stéphane Buffat, to strengthen breeding programmes and serve a growing international network of growers and licensees.
“PSB has built a strong reputation for developing fruit varieties that respond to the needs of growers and consumers,” Aguarón said. “I look forward to working with Stéphane and the PSB team to strengthen the business and support the continued development and adoption of its varieties.”
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Aguarón previously held roles at SNFL Group and International Fruit Genetics, which later merged to form Bloom Fresh, where she worked on the commercialisation and technical deployment of fruit genetics across international markets.
She has also advised growers on agronomy in specialist crops including table grapes, almonds and pistachios, served as lead agronomist for the USDA Forest Service, and taught plant science and horticulture at the University of California, Davis.
Strong technical knowledge
Buffat commented: “PSB has always focused on breeding fruit varieties that perform well for growers. Elena brings strong technical knowledge and international experience and I look forward to working with her as we continue to develop our breeding programmes and expand our presence in global markets”.
Aguarón holds a PhD in Horticulture and Agronomy from the University of California, Davis, and conducted postdoctoral research in Plant Science at the California State University. She also holds an MSc in Agronomy, Horticulture and Forestry from the University of Joensuu (Finland) and an MSc in Forestry and Environmental Engineering from the Technical University of Madrid.
New South America Regional Manager
Based in Chile, Fernanda Alvarez will work closely with the current PSB team, including Stéphane Buffat (PSB CEO) and Thomas Chevaillier (PSB Commercial Director), who until now had been the main contacts in the country.
In her new role, Fernanda will be responsible for strengthening relationships with growers, supporting the development of PSB’s programmes in South America and bringing a technical and commercial perspective aligned with local needs. Her experience and dynamism will be essential to reinforce relationships with strategic partners and to continue driving innovation and growth across the region.
PSB in South America
Based in Spain, PSB has built a strong track record in the development and management of stone fruit varieties, including apricots, nectarines, peaches, flat nectarines (platerinas), flat peaches (paraguayos) and plums. Fernanda’s appointment reinforces PSB’s commitment to the South American market, ensuring close and specialised support for growers and strategic partners.
