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.


A new platform for promoting internationalization between Spain, Europe and Latin America

SIETE Agromarketing Cultural is a communications agency, marketing consulting and international agrifood primarily focused on European and Latin American markets. Now available your Web: It launches “e-Comercio Agrario”, one digital newspaper, that will bring political, economic, cultural and gastronomic information on the food business between the two continents.


It comes out the Web version of SIETE Agromarketing Cultural, communications agency, marketing consulting and international agrifood, whose target is to add value within the food, culinary and cultural area, in terms of the communication and internationalization of the brand and products of national, European and Latin American companies. In fact, these companies believe in digital products as the best form of communication to the meeting of offers and services.
For meeting the needs of expanding markets for companies, SIETE Agromarketing Cultural will launch the international journal: It is the first media on line to provide political, economic, cultural, tourist and gastronomic information on the food business, country to country, from Spain, Europa and Latin America, with special interest in the horticultural sector and international providers of agricultural inputs.

In addition, its digital edition will boost the new technologies of the information, a release with active and innovative sections, always from a critical and independent approach.
SIETE Agromarketing Cultural has an innovative online promotion and participates-ing in the growth of business customers, which constitutes its Business Agro, a VIP product that supports the food industry through the organization of forums, Master Class Lunch-Colloquium private and Breakfasts, which will promote meetings between public institutions, companies and customers to enhance the export and import business, with topics of interest to the sector.


More information:

Department of Communication

Tfno. +34 600 774 254

E-mail: comunicació

Siete Agromarketing Cultural S.L.