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FRUIT LOGISTICA on Tour: Aragón pushes for growth in global agrifood markets
Aragón’s agrifood sector is going global – and FRUIT LOGISTICA is helping pave the way. On 5 June 2025, the Government of Aragón and the world’s leading fresh produce trade show hosted a high-level event in Zaragoza. The venue: the historic Pignatelli Building. The aim: bringing together local producers and key international buyers to share market insights, success stories and export strategies ahead of FRUIT LOGISTICA 2026 in Berlin.
From left to right: Amparo Cuéllar Hernandis, general director of Innovation and Food Promotion, Government of Aragon and Silvia de Juanes
The morning kicked off with words of welcome from Amparo Cuéllar Hernandis, General Director of Innovation and Food Promotion at the regional government. “Aragón has a great deal to offer the world: high-quality products and a growing export vocation,” she said. “Events such as FRUIT LOGISTICA are essential for reinforcing our position in global markets.” Her message was clear – Aragón is ready to strengthen its presence on the international stage.
The programme featured expert presentations, case studies and market insights. Ana León Lubias, plant health inspector at the Government of Aragón Delegation, opened the technical discussions by underlining the importance of meeting international phytosanitary standards – a prerequisite for successful export growth.
From there, attention shifted to consumer markets. Jussara Ferrer, Head of Purchasing at UK-based Produce Partners, explained how British consumers are prioritising sustainability, convenience, and organic certification when it comes to fresh produce. She also pointed to the growing role of e-commerce in the UK grocery sector.
Next up was Paula Pigem, Head of Sourcing and Sales at Greenfood Iberica, who spoke about aligning with consumer values. She highlighted the need for differentiation, innovation and social responsibility – areas where many Aragonese companies are already making strides. “Connecting with trends is crucial,” she noted, “and Aragón has both the raw materials and the mindset to lead.”
One of the event’s highlights came from the entrepreneurial front lines. Nuria Izquierdo, administrator at Summer Fruit, offered a first-hand account of how the company has built a strong export business. Their recipe for success? A clear focus on quality, professionalism and proactivity. “Exhibiting at FRUIT LOGISTICA has been a game changer,” she said. “It’s where we meet clients, discover market trends and grow sustainably.”
Closing the event, Silvia de Juanes, Director of Communications for FRUIT LOGISTICA in Spain, emphasised that the trade fair is much more than a business platform. “It’s a space for bold ideas, for recognising innovation and for making global connections,” she said. As an example, she pointed to Zaragoza-based Genuine Coconut, which won the FRUIT LOGISTICA Innovation Award in 2016 and has since expanded across Europe.
From left to right: Paula Pigem, Head of Sales and Purchasing at Greenfood Ibérica; Nuria Izquierdo, Administration at Summer Fruit; Jussara Ferrer, Head of Procurement at Produce Partners; Silvia de Juanes, Communication Director for Spain of FRUIT LOGISTICA, Brifer Services; Ana León Lubias, Plant Health Inspector of the Agriculture Area of the Government Delegation in Aragon; Ana Belén García Puet, Plant Health Inspector of the Agriculture Area of the Government Delegation in Aragon
A final networking session and roundtable discussion gave participants the opportunity to share ideas, contacts and plans for the future. The event in Zaragoza is part of FRUIT LOGISTICA’s broader Spanish roadshow initiative, supporting producers and exporters across the country in the lead-up to the main event in Berlin, which returns from 4 to 6 February 2026.