Siete Agromarketing celebrates the Tertulia #BusinessAgro Marketing and Profitability of Organic Agriculture

In organic farming we must stop talking about production or marketing in isolation, to make a cross-cutting approach and begin to refer to ecological food systems, where we talk about production and marketing, but also about proximity, sustainability, generational change, fixation in rural areas … concepts that should be implicit in organic products as values ​​to be highlighted.

This has been perhaps one of the main conclusions of the Tertulia #BusinessAGRO Marketing and Profitability of Organic Agriculture that took place on July 3 at the House of Culture of Carlet, and that was attended by Mª Teresa Cháfer Nácher , Director General of Rural Development and PAC of the Ministry of Agriculture, Rural Development, Climate Emergency and Ecological Transition of the Generalitat Valenciana at its inauguration.

With a capacity of more than 180 people, this discussion forum on one of the fastest growing production models in our country, has been organized by Siete Agromarketing and eComercio Agrario, with the collaboration of the Committee of Ecological Agriculture of the Valencian Community and the Unió de Llauradors, and the sponsorship of Compo Expert, Demoagro Specialty (Turis, Valencia, from October 1 to 3) and Comercial Química Massó.

This has been highlighted by José Antonio Rico, president of the Committee of Organic Agriculture of the Valencian Community: “This region has become a national reference, leading the growth in both the number of operators and the certified area. During the first semester of 2019 we are in a position to affirm that we will continue being the spearhead of the ecological sector in the national scope “. In this context, Mª Josep Ortega, mayor of Carlet wanted to refer to the role of this municipality in terms of organic farming to host not only CAECV but events such as the one that has taken place today.

In this regard, Gissèle Falcón, General Director of Siete Agromarketing, has presented the #BusinessAGRO brand as the best scenarios to advance in the necessary training of the sector, meeting points where to debate on topical issues for the agri-food sector, such as the case of organic farming that today has brought us to Carlet.

For his part, Carles Peris, General Secretary of Unió de Llauradors, remarked that the ecological sector has a great future, so from this entity they will continue working for this business model: “Our doors will always be open to guide, train and support the producers. ”

To conclude this inaugural table, Mª Teresa Cháfer Nácher, Director General of Rural Development and PAC of the Ministry of Agriculture, Rural Development, Climate Emergency and Ecological Transition of the Generalitat Valenciana, has pointed out some lines of action of the Ministry in agriculture ecological: “in 4 years the ecological surface has gone from 5% to 15% of the total agricultural. But we must not only work in production, but also in marketing “.

As measures, Chafer stressed that from the regional government has adopted a regulation to reduce the cost of certification of organic farming up to 70%, a step that undoubtedly contributes to encourage the commitment to this sector.

This has been precisely another of the points that has been highlighted in this inaugural table: the power of organic farming to attract young people to agricultural activity, thus helping to solve one of the problems that the sector has always had, which is not it is another than the generational changeover.

The Comunitat Valenciana is at the forefront of the growth of organic agriculture: only in 4 years has the ecological surface gone from 5% to 15% of the total land.

Two discussion tables

The event, moderated by the agri-food journalist and communication expert, Álvaro Bárez, has been structured in two gatherings.

The first of the dialogue tables has had the participation of Javier Vázquez, R & D Manager | Fertigation & Organics Specialist Compo Expert, who has exposed the need for a good knowledge of the soil and its organic materials in order to carry out a correct and successful fertilization, at the same time that he has presented the Compo Expert solutions for this sector.

With a capacity of more than 180 attendees, the event could be followed through the RRSS under the hashtag #BusinessAGRO, generating more than 1,231,306 hits, and 427 tweets.

For his part, Raúl Moral, Professor at the Miguel Hernández University of Elche and Researcher of the Agrocompostaje Project between UMH and Generalitat Valenciana, explained what this project consists of, and the benefits it brings to the ecological sector: “It is a reality the lack of organic matter to make organic production. Faced with this need, this project emerged. Now it is the farmer himself who manufactures his compost from waste. This allows you to visualize and know much better aspects than previously unknown about eco production “.

Abel Zaragoza, Head of Development of Semioquímicos Commercial Chemistry Massó, has given us the keys for a correct health in ecological agriculture: “There are several problems, the regulatory ones, the ones of residues and the resistances. These are the 3 Rs that we must address in terms of health. ” In relation to the proliferation of pests, Zaragoza has stressed that currently “the problem lies in that we do not know our crops, we perform treatments because they do it in the adjoining farms. And that should not be, we must be students again, know the field and use the different tools that exist to combat pests and diseases. ”

Finally, Paulino Sanchiz Mallebrera, Commercial Director Cooperativa Mañán, a cooperative association formed by AgroMañán and Frutos Secos Mañán SCL, which can boast of having the largest production of nuts in Spain, has shared with the attendees the keys to its success, and his vision of the future in the face of increased almond production: “While countries like the US they are increasing their production in conventional, they do not show interest in the ecological, and that is where we have an opportunity to grow, to gain market share and above all to position ourselves first in Europe “. Sanchiz has also pointed out as a success factor having opted to diversify towards other uses of almonds, such as cosmetics or dairy products.

The second table has addressed whether Ecological Agriculture is a Fashion or Reality. María Dolores Raigón, Professor at the Higher Technical School of Agronomy and the Natural Environment of the Polytechnic University of Valencia, has been blunt in this regard: “it is not a fad, since the consumption of organic products has been increasing for years, although it has recognized that the levels They are low compared to the rest of Europe. ”

Joan Riera, Sector Director of Food Kantar WorldPanel, has provided some data in this regard: “64% of consumers have ever tried organic products, but only 6% buy them regularly, so still a long way to go . When we speak of ecological, we think of a young consumer, but it is not like that, they are bigger buyers, with higher income, more worried about their food. And in preference, the next, the local to the ecological wins. ”

In this sense, Raigón has highlighted the need to talk about ecological food systems, where not only production is taken into account, but also marketing channels, proximity, the temporality of production, the establishment of population in rural areas … “They are concepts that we have to link to organic production, because the consumer is claiming it, to have a more transversal vision of this sector”.

Carrefour knows a lot about it. For more than 15 years they have been working with organic products, although it has been in these last years when it has grown the most, with levels that point to 35%. “We listen to the consumer and are currently demanding health (57%), respect for the environment (27%) and fashion products (12%),” said Nieves Giner Carbonell, Area Manager of the Directorate of Quality and Sustainable Development of Carrefour, who encourages the sector to continue working to achieve better varieties, with more flavor that will serve consumers. “Today we have more than 200 ecological references on our shelves. We can say that they can make a 100% ecological purchase at Carrefour, “added Giner.

To talk about the importation of organic products, we had the presence of Lucía Torregrosa, National Coordinator of organic products SOIVRE, who has provided relevant data on these imports: “In 2011 there were 7 certifications of entry of eco product, in 2018, more than 700 through the port of Valencia. These years ago, there were many products that were immobilized in customs, but now these data have decreased. ” The main organic products that are imported include sugar, cocoa, nuts and purees.

For his part, José Antonio Rico, president of the CAECV, has recognized the current scenario of organic production is much more complicated than that of a few years ago, especially in terms of pests and diseases. However, he has encouraged to continue betting on him, convinced that it is the future: “For the consumer it is important to know who is behind any organic food. It is something that is valued very much, because behind any organic food there is a story, and that story should not be lost. ” Rico has recognized at the same time that at the level of commercialization, the current rules of the game have to be modified, participating along with the distribution in the decision-making when determining when and how the products enter the lines: “It is already being done in distribution chains in Switzerland, and with great success. ”

Both the public and the virtual public have been able to continue the journey through the RRSS under the hashtag #BusinessAGRO, generating 1,231,306 hits, and 427 tweets.


“Women have been and are levers of modernization on farms”

On the occasion of March 8, International Day of Working Women, we interviewed women, men and companies that inspire equality in the agri-food sector. One of them is Cajamar Caja Rural, sponsor of the I Women Agro Awards. With his director of Agrifood Innovation, Roberto García Torrente, we talked about the need to value the cases in which the woman is the protagonist of successful projects to encourage others to be proactive in assuming responsibilities.

By Marga López, agrifood journalist.

The first step to achieve a real integration of women in the agri-food sector is to become aware of the existing inequality, do you think we are at that point?

We believe that society is increasinly aware of the inequality and the fewer opportunities that women have in any field. And with greater intensity in the agri-food sector, since its presence is much lower than it deserves. The recognition of this inequality is a first step to be able to advance in its integration. Women have always played a very important role in agricultural operations, although it has not been visible in many cases. But that implication has had its positive effects. In many cases, the most dynamic farms, which have modernized and grown the most, have been those in which women have been very involved in decision-making. However, in the later stages of the agri-food chain, and especially in the food industries and cooperatives, the role of women has been much smaller. This is probably one of the reasons why our cooperatives and industries have a lower level of integration and incorporate less value to raw materials than similar companies in other European countries. The lack of a generous, collective and long-term vision of many of our companies is closely related to the limited role of women in these areas

We are in the process of reform of the CAP, and a clear objective of the Member States, including Spain, is to include the gender perspective in this reform, is it enough, what concrete measures do you think should be adopted?

The adoption of administrative, political and economic support measures can help to promote the participation of women in agrifood companies, but we believe that education and awareness are especially lacking. Valuing the cases in which the woman is the protagonist of successful projects can serve to encourage others to be proactive in assuming responsibilities, and to show the population in general the benefits obtained by organizations with a broader vision. and diverse of the strategy and execution of the projects.

The adoption of administrative, political and economic support measures can help, but we believe that there is a lack of education and awareness

In Spain, only 23% of farms are in the hands of women. On what concrete projects is Cajamar working to achieve greater integration of agro-professional women?

In the first place, we try to lead by example and there are many women who in Cajamar are developing projects for the agri-food sector. Cajamar’s Agri-Food Innovation area consists of 39 people, of whom 19 are women with technical and higher education. In addition, we organize conferences in which the work carried out by women in the different stages of the agri-food chain, from production, transformation, marketing or research, is exposed and valued. To give a couple of examples, last February we celebrated the meeting “Women in the agri-food sector of the 21st century: a look into the future”, in which different women entrepreneurs and positions of responsibility in the Spanish agri-food sector have shared their experiences and exposed the challenges that we will have to face in the coming years. And on the occasion of the International Day of Working Women, from March 1 to 8, we will show a series of protest banners of this celebration in our most emblematic buildings. All this work has been recognized with the Equality Badge that Cajamar has awarded the Ministry of Health, Social Services and Equality. In short, we try to ensure that there is a greater presence of women in all the activities we organize, both as speakers and protagonists and as recipients of the knowledge we transfer. On many occasions, with great satisfaction on our part, we find events in which the number of women is greater than that of men. And of course we also show our support to organizations that celebrate activities that work for the recognition of the role of women in the agri-food sector.

In this sense, Cajamar has sponsored and collaborated with the I Women Agro Awards, which seek to give visibility to the agro-professional woman, what do you think of this type of initiative?

As we have said before, this type of activity can do more to encourage society in the integration of women in the agri-food sector than any political or administrative measure. And the more organizations we work in a coordinated way in this objective, the greater the impact of the different initiatives.


Siete Agromarketing analyzes the keys for the internationalization of the sector in CLM in its III Tertulia Business Agro

Siete Agromarketing celebrated last December the Business Agro Internationalization Tertulia, under the title “Your brand sells: Differentiated Quality”, in the Aula Magna of the university building of San Pedro Mártir (Toledo).

This gathering, in which specialists and analysts of the sector analyzed the keys so that the agri-food sector of Castilla-La Mancha of the jump to the international market, is part of its Agribusiness Bussiness events.

The meeting, organized by Siete Agromarketing, eComercio Agrario, the Ministry of Agriculture, Environment and Rural Development of Castilla-La Mancha and the Foreign Promotion Institute (IPEX) of CLM, had the collaboration of the Chamber of Commerce of Toledo, the Renowned Brands Forum and the Cesfac Foundation.

The Olivar and EVOO sector gathered by Siete Agromarketing

Siete Agromarketing, within its Bussiness Agro events, organized last November the III Tertulia del Olivar and EVOO, organized by Siete Agromarketing, eComercio Agrario and the agrarian organization ASAJA.

Under the title ‘Keys for optimal production and promotion of commercialization‘, the day addressed the main strategies of production and marketing in the olive sector, and are available in this summary booklet, as well as the highlights of the event and its Main conclusions:

“We grow well, we collect better, and we transform in an excellent way, obtaining a product of enormous quality, but we have to sell better, and above all be able to reach new markets and consumers”.



Siete Agromarketing promotes equality in the sector with the Women Agro awards

SIETE Agromarketing, in its commitment to equal opportunities for men and women in the sector, promoting in turn the work of women agro-professionals, presented the Women’s Agro Awards, on January 18 at the Ministry of Ecological Transition .

This initiative developed by the communication agency Siete Agromarketing and the agricultural e-Commerce medium, is part of the Mujer Agro project.

The prizes consist of four categories: ‘Agro Woman Award (Honorary)’, ‘Agro Woman Company Award’, ‘Agro Man Woman Award’ and ‘Agro Entrepreneurship Woman Award’.

During the closing ceremony, it was announced that the III National Forum of Agro-Professional Women will take place this year in Córdoba in June. In addition, the call for the Second Edition of the Women’s Agro Awards will open next April.


The CRDO Sierra de Segura entrusts to Seven Agromarketing the presentation of its ‘Best Oils 2016/17’

The Regulatory Council of the Denomination of Origin (C.R.D.O.) Sierra de Segura entrusted to Siete Agromarketing the presentation of its ‘Best Oils of the Campaign 2016/17’. This outstanding event took place last December 14th, in a dynamic event held in the Valle Inclán Hall of the Círculo de Bellas Artes in Madrid.

To the event, inaugurated by the president of the Regulatory Council of the D.O. Sierra de Segura, Ángel Sánchez López, attended numerous institutional representatives, such as Antonio López Rus, director of the Business Area Jaén III La Caixa-Agrobank, entity sponsoring the event, Javier Maté Caballero, deputy director general of Differentiated Quality and Ecological Agriculture of the Ministry of Agriculture and Fisheries, Food and Environment (MAPAMA), Ángeles Arquero Coloma, Director General of Direct Aid and Markets of the Regional Ministry of Agriculture, Fisheries and Rural Development (CAPDER), and Francisco Reyes Martínez, President of the Diputación de Jaén.

Authorities participating in the event.

Authorities participating in the event.

The President of the Regulatory Council of the Sierra de Segura, has highlighted the importance of this Denomination for the more than 8,000 farmers. In this sense, the Deputy Director General of Differential Quality and Organic Agriculture of MAPAMA and Ángeles Arquero, Director of Direct Aid and Markets of the CAPDER have put in value the importance of the quality of oils covered by the O.D. for the sector as a whole.

For his part, the president of the Diputación de Jaén has expressed the commitment of the institution he represents with the farmers of that province, the main producer of olive oil in Andalusia and, ultimately, national leader. In his appearance, Francisco Reyes has also had an impact on the need to carry out policies of positive discrimination in the form of aid to the mountain olive grove, due to the harshness it demands. And in his opinion, “if we do not value our oils and do not protect their farmers, the olive grove will disappear.”

Along the same lines, the director of the Jaén III Business Area, La Caixa-Agrobank, highlighted the commitment of his organization towards the modernization of the agrarian economy of the province, through vehicles that allow the exchange of knowledge.

The person in charge to put final finishing touch to this event was the Territorial delegate in Jaén of the CAPDER, Juan Balbín Garrido, who has made available to the D.O. Sierra de Segura, and all its farmers, the support of the Junta de Andalucía.

This event was followed through the RRs, with the hashtag #DOSierradeSeguraAOVE

Olivar of mountain, picual with character and guaranteed quality

With the announcement of the best oils of the 2016/17 campaign, the Council of the Denomination of Origin shows in Madrid the different qualities and distinctions of one of the best oils from the largest olive grove integrated in a natural park, with a unique and Differentiated, of great scenic value.

Fruity aromas, green tomato kernels and fresh grass, combined with the bitter and the spicy of the fresh fruit of the picual variety, is the characteristic flavor of this extra virgin olive of rural tradition

An olive tree that requires the use of the most rigorous environmental techniques, capable of preserving this unique reserve, the Natural Park of the Sierras de Cazorla, Segura and the Villas, through a strict control of production, certified by Olive Oil Extra virgin, without additives or preservatives, with a high content of oleic acid and natural antioxidants, such as polyphenols and vitamin E, which act as natural antioxidants.

Sierra de Segura is a pioneer in the certification of the Extra Virgin Olive Oil of Early Collection

The quality mark of the Regulatory Council of the Denomination of Origin of Sierra de Segura guarantees oils of the highest quality, having been produced before November 30 and which comes from green olives or envero.

Exclusive tapas with the distinct flavor of the award-winning oils of Sierra de Segura

Chef Sergio Fernández elaborates one of his creations with AOVE of the D.O. Sierra de Segura.

Chef Sergio Fernández elaborates one of his creations with AOVE of the D.O. Sierra de Segura.

These characteristics were appreciated by the guests at the event, businessmen, professionals of the olive industry and specialized press, in which they announced the Best Oils of the 2016/17 Campaign, through a Showcooking with tasting of the four award-winning oils, served in the avant-garde and innovative cups designed by the collaborator Elaia Zait. In addition to tasting the tapas created by the media Chef Sergio Fernández, with the four oils as protagonists.

In this campaign, the Ardilla Prize has fallen on Sierra de Génave Selección, Produced and marketed by S.C.A Sierra de Génave. A characteristic oil in its tasting for its intense green fruity, freshly cut grass, tomato, alloza and green apple, balanced in the mouth, with slight persistence of the spice over the bitter. With the Ardilla Prize, Sergio Fernández prepared the tapa ‘Hummus with regañás and Sierra de Génave’.

The following finalists of this distinction were:
Saqura, produced by S.C.A. San Juan de la Cruz – Beas de Segura – and marketed through the cooperative group Olivar de Segura – Fuente de Génave – Jaén. Described by its intense green fruity, light touches of ripe olive and banana, balanced in the mouth, bitter and pungent of medium intensity, with a slight persistence of bitterness, and presented with the tapa ‘Quail Escabeche with Agua de Azahar y Saqura’.

Fuenroble, fruity intense green where the tomato and the grass stands out. Balanced and in the mouth reminiscent of the green apple and olive leaf. Produced and marketed by Potosí 10 S.A. -Orcera -Jaén, and with which the tapa was made ‘Popes stuffed with Cream of Fuenroble’.

Castillo de Hornos, produced and marketed by S.C.A. Santa María Magdalena -Hornos de Segura- Jaén. Defined as intense green fruity, light touches of ripe olive and tomato plant. In the mouth stands the olive leaf. Balanced and persists the spicy on the bitter. Its tapa was denominated ‘Sweet Gachas with Castillo de Hornos’.

With the tasting and tapas of these four best oils of the 2016/17 campaign, everyone present had the opportunity to appreciate the traditional flavor harmonized with the culinary creativity of Sergio Fernández, whose creation process could be admired by all during Showcooking, while discovering the characteristics of an olive grove, whose great part is located in 16,000 hectares of the total of 48,000 hectares that the Denomination has, located in the Natural Park of Sierras de Cazorla, Segura and Villas.

About the Regulatory Council

The Regulatory Council of the Appellation of Origin Sierra de Segura is the body responsible for identifying, safeguarding and guaranteeing the qualities of extra virgin olive oils which, with the Quality Mark of the Sierra de Segura Denomination of Origin, reach the consumer perfectly identified . It is a corporation of public law, dependent of the Ministry of Agriculture, Fishing and Rural Development of the Junta de Andalucía.

Thus, it is an independent entity qualified to carry out the duties entrusted to it, including the certification of extra virgin olive oils produced in the area defined as “Denomination of Protected Origin Sierra de Segura” – which Quality characteristics set out in the Terms and Conditions Manual and Quality Manuals.

The D. O. Sierra de Segura has its own tasting panel accredited by the National Accreditation Entity (ENAC) for sensorial analysis of virgin olive oils

There are only two designations of origin of the olive sector in Spain whose own tasting panel have received this prestigious accreditation. This action is part of the strong commitment made by the Regulatory Board for the sensory analysis through panel test as the only method that allows to determine with certainty that an olive oil meets all the organoleptic requirements to be considered extra virgin.

Portada Cuaderno de Conclusiones

At your disposal, the Conclusion Notebook on Safe Fruit Marketing in China

Siete Agromarketing puts at your disposal the Communication Book on safe fruit marketing in China, a theme that focused its first Tertulia Business Agro, held last September. It includes the main conclusions obtained during its celebration, as well as an analysis on the situation of the stone fruit and its commercial possibilities in the Chinese market.

The event was organized by Siete Agromarketing, e-Comercio Agrario and Afrucat, and was attended by Valentín Almansa, Director General of Health of Agricultural Production of MAPAMA, Antoni Díaz, Director General of Food, Quality and Agro-Food Industries of DARP, Rafael Peris, Deputy Mayor and City Councilor of Lleida, as well as representatives from Syngenta, Agrobank and Port de Barcelona (event sponsors), Fruits de Ponent (special collaborator), Prodeca and Irta, among others.

Throughout the discussion the main handicaps faced by the sector were analyzed and, consequently, conclusions of great utility were reached for the industry, which for some months has faced the challenge of exporting part of its production to China.

Special mention should be made of the announcements made by Valentín Almansa and Ramón Sentmartí, Managing Director of Prodeca, in order to facilitate trade relations with China. Almansa expressed the will of the Russian government not to interfere in the rail transport of Spanish fruit to China that crosses its territory, which is great news for the sector since, as was evident during the celebration of The discussion, one of the main problems for the operators, is precisely the one of the transport. Meanwhile, Sentmartí said that the Department of Agriculture of the Catalan Government (DARP), will create a working group to facilitate the trade of bone fruit to China.

It was pointed out as one of the challenges to be able to compete forcefully in this market the need to create a brand of homogeneous quality

In addition, we talked about intensifying the tasks related to the promotion and loyalty of Chinese consumers who, in view of the increase in their economic capacity, are becoming more assiduous to the demand for foreign products.

Other aspects that were analyzed were those related to phytosanitary protocols, mandatory for export to China, as well as the latest advances in post-harvest technology, a basic aspect for the fruit to arrive in optimal conditions to the target market.

For its part, Judit Illa, foreign trade specialist at Caixa Empresa, recalled the importance of always taking into account the fluctuations of the Chinese currency in order to calculate the profit margins.

Formula specialized in professional meetings

Seven Agromarketing is a communication and consulting agency born with the vocation to build ties between Spain and Latin America and respond to the agro-food sector’s need to communicate, speak and dialogue. For this reason, among its wide portfolio of services stands out as its VIP product, Business Agro, specialized in professional meetings with the sector. Under its umbrella, it hosts the organization of events such as Conferences, Master Class, Forums, Meetings, Congresses or Colloquia.

Download Communication Notebook


The second Tertulia Business Agro de Siete Agromarketing in Toledo meets the expectations of public and participation

The II Tertulia Business Agro ‘Olive Oil: US and Mexican markets’, which Siete Agromarketing held in Toledo on November 15th has met the expectations of public and participation, and has given as a main conclusion the excellent commercial prospects that offers the North American market, despite the political moment. Meanwhile, Mexico is configured as a destination to take into account and the Ministry of Agriculture of Castilla-La Mancha has designed a battery of aid to contribute to the size of the sector.

The 2nd Tertulia Business Agro ‘Olive Oil: US and Mexican Markets’, held on November 15th at the ‘El Greco’ Conference Center in Toledo, and organized by Siete Agromarketing and e-Comercio Agrario, hand in hand of the Institute of Foreign Promotion of Castilla-La Mancha (IPEX) and which was sponsored by Bankia, has given as a main conclusion the good commercial expectations offered by the US market for Spanish olive oil, despite the political situation that cross both US and Mexico after the victory of Donald Trump.

Opening table.

Opening table.

The discussion was moderated by the journalist Jorge Jaramillo and had an important influx of public, representative of the whole sector and related industries, as well as service and banking companies. It was clear that the US is the third consumer of olive oil after Spain and Italy, and in the last year its consumption has increased by 7% in value and 4.3% in volume, according to Nielsen.

In this sense, although it is still early and there are no studies that prove this, Pedro J. Domínguez, Unit Business Director of the consulting firm, has sent a reassuring message to the olive oil sector since the US has no production of its own, however its consumption is a trend that has been consolidated, “so you need to import”.

The Mexican market, even starting from much more modest volumes, is growing very important in consumption, specifically 15% according to Nielsen

Mexico is emerging as a market to take into account, given the expectations it offers to Spanish operators as a possible destination to create industrial fabric, as emphasized by Eduardo Perez Noyola, Operations Coordinator of Promexico.

Dimensioning and aid to the sector

However, the need to join forces and establish close collaboration among all actors in the sector to promote and strengthen trade and promotional action has become evident. In this line, Gregory Jaime Rodriguez, director general of the Agro-food and Cooperative Industries of Castilla-La Mancha, has announced the imminent entry into force of the regulation of the so-called Priority Associative Entities of Regional Interest, in addition to the implementation of a new measure of the Rural Development Program, whose objective is to encourage the creation of producer groups to promote joint marketing policies, with special emphasis on foreign markets. For its elaboration it has counted with Agro-alimentary Cooperatives of Castilla-La Mancha, as indicated its director, Jose Luis Rojas Sánchez.

In the same vein, Fernando Laviña Richi, Director of the Institute of Foreign Promotion of Castilla-La Mancha (IPEX) recalled that the institution of which he is part has launched an Export Initiation Program that provides technical support and Financial to all those entities that want to open their business to foreign markets.

Along with these measures, the coordinates that are marking and should mark the internationalization of the sector are the commitment to the quality and knowledge of destination markets

In this sense, Pedro J. Domínguez, Unit Business Director of Nielsen, has emphasized the need to deepen the knowledge of North American consumers, characterized by their great heterogeneity. Parameter defended also by the representatives of Aceites García de la Cruz and Faiges Borras, for whom it is also essential the knowledge of the administrative and legislative functioning, being the parameter that makes the difference in the commercial relations with the US the constancy in all the aspects, because, as has become clear, unlike the Spanish market, the US does not understand fluctuations.

A topic of maximum interest for the operators, especially taking into account that the exchange rate of the currencies is not stable and that the systems of collection are not equal in the US and in Spain. That is why Enrique Alberto Cabello, Foreign Trade of Companies of Bankia, has pointed out the importance of having specific services such as prefinancing of exports with which the entity has, and whose objective is to accompany exporters.

All this helped by a productive modernization, as highlighted by Alfonso Gómez Porras, Managing Director of Todolivo, special collaborator of the event. This modernization is aimed at improving the profitability of the production and the excellence of the varieties, and that the company has achieved with the olive groves in hedge.

Defense and market promotion

Another of the chapters that deserved special interest was the need to defend the sector against smear campaigns, mainly from Italy, as pointed out by Aniceto Gómez, Vice President of Centroliva, whose origin is the increase in sales by Spanish operators.

The representative of Centroliva has also manifested the need to defend cornicabra oil, a unique variety in Spain much appreciated in other markets like Italy

In that sense, Gregory Jaime explained that in the Ministry is working on the defense and promotion of the cornicabra, although it is true that much remains to be done.

Public assistant to the event.

Public assistant to the event.

In addition, it was also evident the need to deepen and continue the promotion of olive oil abroad, with special emphasis on quality figures. In this sense, the Interprofessional of the sector, also a special collaborator in the Tertulia, has made a promotional video with Rafa Nadal as ambassador of Spanish oils and was projected during the event. Although both Infaoliva and Centroliva value this step, both entities have agreed that this measure is not enough.

For its part, Rosa Ana Gómez, Councilman of Tourism of the City of Toledo has also praised the benefits of olive oil and the importance it implies for the industrial fabric of the city, qualified as the Spanish Capital of Gastronomy 2016, mention through which translates the excellence of this product, both its citizens and tourists who visit the city.

Enrique Delgado Hidalgo, General Secretary of Infaoliva, has also indicated that the institution he represents has just approved a budget item to make a specific promotion campaign in the United States.

Lastly, Gissele Falcón, Director of Siete Agromarketing, emphasized the importance of the Tertulias Agro Business as a meeting point and impetus for the agri-food sector through dialogue, and whose first edition took place last September in Lleida, where addressed the marketing of safe fruit in China.


Siete Agromarketing successfully celebrates its first Tertulia Business Agro in Lleida

Siete Agromarketing has successfully celebrated the first of its series of Business Agro Tertulias, an innovative formula of meeting and debate that aims to foster collaboration between professionals and companies in the agricultural sector and the different institutions and administrations, around a topical issue and interest.

I Tertulia Agro Business Marketing DO WE SPEAK?: marketing stone fruit in China, which was held on September 29th in Lleida, has thrown its main conclusions address the challenge of this demanding and vast market under a brand of quality differentiated focus the supply of Spanish stone fruit exports to this country. The sector has welcomed the announcement of MAGRAMA director general Valentin Almansa, “that Russia “will not hinder the logistic transport by train”.

As stressed in this forum, jointly organized by Siete Agromarketing, e-Comercio Agrario (ECA) and the Business Association of Fruit of Catalonia (Afrucat), the fact that the Chinese consumer with some purchasing power prefer the imported goods rather than those produced in the country, given the limited guarantees they offer, represents for the Spanish production of stone fruit the opportunity to differentiate in quality and food safety and retain a segment of the Chinese population estimated at about 200 million population.

With the signing between Spain and China, on April 13th, of the protocol for the export of stone fruits, our country has become the world’s first with free access to this kind of fruit at the Chinese market. During the opening session (which was attended by the Director General of Food Quality and Food Industries (DARP) of the Generalitat of Catalonia, Antoni Diaz, the director general of Health of the Agricultural Production of MAGRAMA, Valentin Almansa; Deputy mayor for Promotion of Lleida, Rafael Peris, and Gissele Falcon, CEO of Seven Agromarketing and ECA), the representative of MAGRAMA informed, in relation to the importance of alternative routes of transport to the sea which shorten transit times, that Russia has confirmed in writing that the Government will not hinder the transport by rail through its territory of Spanish fruit to China.

Almansa: “China is an example of what will be our future in export, as strong pressure from mass distribution on the producer sector is forced to seek new alternatives. So we are forced to look further and by a longer period of time”

Meanwhile, Antoni Diaz, said among the challenges of export of stone fruit to China, on the one hand, the need for a thorough knowledge of the market, its distributors and business contacts because, culturally and traditionally, business with Chinese companies basically get “making friends”. On the other, taking into account the conditions in this type of fruit, of more perishable nature than others, leading to work logistical and crop areas to get to reach such a remote destination in the shortest possible time and in the most optimal conditions. In that sense, Rafael Peris said that, unlike the Asian market, “selling to Europe, is to sell to neighbors, as sell yourself”, with logistical and transport very similar.

On the importance of a joint strategy in the export sector of stone fruit to successfully reach the Chinese market, Valentin Turegano, Business Manager of Tecnidex referred to the convenience of opting for a brand policy, through a quality distinction recognized (protected Geographical Indication (PGI), protected Designation of Origin (PDO), following the example of Chile with cherry exports to China, where the product has already been done with a name and prestige.

PRODECA manager, Ramon Sentmartí Director stressed the importance of positioning as a quality brand to compete in the Chinese market

Gatherings of experts in international market.

Gatherings of experts in international market.

In this commitment to address the Chinese market in a joint and coordinated manner under the same umbrella brand of “Premium” quality, virtually all commentators agreed. Thus, the manager director of Afrucat, Manel Simon, pointed out that “our production of stone fruit should offer, compared to those produced in China, size, quality, (rather sweet) intense flavor and durability. In that sense, and although these are not an easy challenge, our exports have in this country a unique opportunity to join through a brand quality “.

Meanwhile, Joan Solanes, CEO of Chinese-Spanish Commercial Office (OCCHE), said that aggregate brand”Peach Spain” to distinguish the productions of our country, it would be a good opportunity to gain market share in China. “In that sense, we have an excellent vehicle to promote and disseminate trade online and RR.SS” he assured. In that vein, Joan Presseguer, CEO of Fruits de Ponent, said that to boost a powerful export to China is necessary to combine the efforts of industry, research, and institutions. “We must work on the concept of” collective intelligence “to export more and better”, he remarked.

Logistics, technology and finance, key to success

Issues of technology, logistics and financial, as essential to successfully reach the Chinese market key, would focus the debate on the first talk show, starring representatives of Syngenta, Tecnidex, Caixa Company and Port of Barcelona, all sponsoring entities of this event.

“Winning keys to reach China.”

“Winning keys to reach China.”

Thus, in relation to aspects of postharvest, Rui Correia, CP Asset Mgt Lead Iberia Syngenta, highlighted the efforts of his company to offer solutions so that the fruit is marketed under the best conditions and satisfy the end consumer, “considering that the postharvest period is calculated from the fruit is harvested until it reaches the consumer, without forgetting its time “shelf life”, which, in the case of a remote destination as China can be a period of up to two months”.

For Valentine Turegano, business manager of Tecnidex, “the taste will be one of the fundamental keys to take position strongly in this market in the future”.

Judith Illa, foreign trade expert of CaixaEmpresa, advised exporters that in cases of markets such as China with other currencies than the euro charge, had this aspect into account to better calculate their margins.

Lluis Paris, commercial manager of Port of Barcelona, said that China is the biggest trading partner of Port de Barcelona and 21% of their containers (400.000) have this country as origin or destination

“For the Port of Barcelona it is very important to know at all time what happens in this country and how to get our goods to that destination, as well as our commitment to the railroad, since 12% of the goods of our port also move by that means”, noted Paris.

Mexico: The cranberry industry growing

With a global vision of the agri-food business, e-Comercio Agrario and Siete Agromarketing have been betting on the sector Cranberry in Mexico, whose expectations have risen precipitously over the past five years, attracting now new investments for over 150 million dollars to reach an ambitious goal of 4,000 hectares involving more than 800 producers in the states of Jalisco and Michoacan. The 28th and 29th of June, is celebrated Consulting Seminar Berries in the comfortable Terrace Andares, located in one of the main business areas of Guadalajara, in the heart of western Mexico.

Through our correspondents, we will be moving this important meeting several producers, distributors comparators and arandanera industry as AgranaFruit, Alpasa, Berrie Lovers, Berrymex, Berrie’s Paradaise, BQ Fruit, Corporate Altex, Driscoll, Export Berry, Exifrut, Group Berries, Guimarra, Hortifruit, SB Berrys, Splendor, Sunnyridge, Universal Berries and others that are part of the National Association of Exporters of Berries (Aneberries).

It will certainly be very interesting to know the recent history of this small fruit -originaria forest on the west coast of the United States- which is grown commercially in only 15 countries, whose total area exceeds 100,000 hectares, and that has just become in the preferred fruit of milenians worldwide, as well as consumers in Nordic countries, where its antioxidant properties easily relate to longevity and quality of life.

But bilberry despite its fragility, using advertising smiling consumers, is reaching many countries including China, Japan and Korea, where an estimated annual consumption in the coming years, it could become more than 300,000 tons, almost 60% of current demand of importing countries. Another interesting fact is that per capita consumption is just in its beginning and it is estimated that could increase at rates of 30% annually.

One of the advantages for the attendees to this event, will get to know the nutritional management of this fruit is the key to addressing the climate change impacts and achieve production with the highest quality standards. It will therefore be important to know the voice of the experts, the ideal soil conditions, nutrients and hours of cold to help form the best bunches taking advantage of environmental conditions. It is clear that manipulation of the plant, is the key to quality production. Similarly, the collection, handling, storage, packaging and transportation add points to the success of operations.

To know the true story of cranberry we invite you to this seminar where through a complete program, we may share with Chilean specialists Berries Consulting, the most relevant news of the super fruit side Fallcreek experts, Berries Paradaise and Dole, who will speak of the growth conditions, investment opportunities and market development.

This meeting will be ideal for those who like to break the myths and make milestones, especially to explain the real growth of blueberry production in Mexico, according to official data and reaches a surface of 1,843 hectares with an annual output of 18,000 tons , of which 55% is exported as fresh product with a more than $ 100 million annual value.

According to experts, the advantages of Mexico as a producer of blueberries are several. They mentioned the proximity to the market of the United States and Canada -the main consumers of blueberries-; availability of labor with the capacity to harvest up to 28 kilos per workday; the ideal conditions of soil and climate and ultimately production is concentrated in the months of highest demand with high prices, from November to March. With all this in favor, the opportunity for Mexican producers is very clear: the cranberry industry is booming and developing commercially.

We hope to see you in this important event, which will be attended for e-Comercio Agrario.