V Conference of the Primaflor Chair on food transformation
On October 14, the Pulpí Scenic Space (Almería) hosted the V edition of the Conference organized by the Primaflor Foundation and the University of Almería, through the Primaflor Chair of Sustainable Agriculture and Healthy Food.
With the title “The consumer as a transforming axis of food”, more than 400 professionals from the agri-food sector reflected on the active role of the consumer in the evolution of the food model.
Fraternidad-Muprespa accompanied this mutual company on this important day. Sonia Medrano, Southern Territorial Director, and Ángel Iglesias, director of the Mutua Delegation in Pulpí, attended this meeting.
The opening ceremony included the intervention of Antonia Belmonte, president of the Primaflor Foundation, who was followed by Juan Uribe, director of the Chair, and Juan Pedro García, mayor of Pulpí.
In the first block, two notable interventions took place. Ignacio González, president of AECOC (Spanish Association of Commercial Coding), offered an overview of mass consumption and the structural challenges of the sector, while César Valencoso, director of Consumer Insights at Kantar World Panel, analyzed the emerging trends that shape consumer behavior and the future of the market.
The second block consisted of a round table on distribution where several representatives of the sector participated, including José Antonio Benito, president of Covirán; Santiago Pulgar, commercial director of Masymas; and Eusebio Rubio, advisor of AhorraMás. The debate was about how to adapt to a demanding consumer, loyalty and commitment to brands in the fruit and vegetable sector.
Cecilio Peregrín , corporate director of Primaflor, closed the day by underlining the role of Almería as a reference in agri-food innovation and emphasizing the need to strengthen collaboration between university, production and distribution.
The event concluded with the presentation of recognitions and a networking space for attendees to exchange impressions, emphasizing the relevance of uniting academic research and the productive fabric to respond to the real challenges of the agri-food sector with innovation and adaptability.
