V Conference of the Primaflor Chair on food transformation
On October 14, the Pulpí Stage 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 the 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 Angel Iglesias, director of the Mutua Delegation in Pulpí, attended this meeting.
The opening ceremony included the participation of Antonia Belmonte, president of the Primaflor Foundation, who were followed Juan Uribe, director of the Chair, and Juan Pedro García, mayor of Pulpí.
In the first block, two notable interventions took place. Ignacio Gonzalez, president of AECOC (Spanish Commercial Coding Association), offered an overview of mass consumption and the structural challenges of the sector, while Cesar Valencoso, Director of Consumer Insights at Kantar World Panel, analyzed the emerging trends shaping 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, Jose 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 Peregrin, corporate director of Primaflor, closed the day by highlighting Almería's role as a benchmark in agri-food innovation and emphasizing the need to strengthen collaboration between universities, production and distribution.
The event concluded with the presentation of recognitions and a space for networking 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.
