All the success of “Lettuce Attraction 2017” in Fruit Attraction
The world in green: International conjuncture
The adventure of producing lettuce in Europe
Prepared Salads: Does the green consumption revolution will come in a bag?
Distribution: Defragmenting the mix of quality, flavor, variety and price to sell more and better
Innovation and value in the future of the leaf sector
“Lettuce Attraction” the world of leafy vegetables
“Lettuce Attraction: Welcome to the world of leaf vegetables”
The “LETTUCE ATTRACTION: The world of leaf vegetables”, conference will bring together producers, exporters, importers, retailers, researchers, seed companies, food processors, chefs and specialized journalists related to the world of lettuce and other leaf vegetables.
Spain, as the main European exporter and one of the world’s leading producers of lettuce in all its varieties, is hosting this event with renowned international speakers, who will provide valuable information that will help the participants to identify and understand the latest trends and challenges that the Sector will face in the near future, from the productive, economic, gastronomic and distribution side.
The conference is organized by PROEXPORT (Association of Producers Exporters of Fruits and Vegetables of the Region of Murcia) and its associated companies, in close cooperation with Fepex and Fruit Attraction.
The Queen of Salads
Lettuce has become the queen of salads because of its high water content (95% of its weight is water) and its low caloric content, which makes it the ideal food for a balanced diet.
The world consumes 25 million tons of lettuce a year of which Spain produces about one million. As the world’s leading lettuce exporter, in 2016 Spain exported a total of 743.130 tons of lettuce.
Of these, the majority have their origin in the Region of Murcia, from which 71% of Spanish lettuce (527.423 tons in 2016), followed by Almería (142.894 tons), Valencia (24.532 tons) and Alicante (14.528 tons). Together, they make up in the southeast of Spain the main producing area of lettuce and leaf vegetables in Europe. .
Quality, food safety, guarantee of supply, respect for workers’ rights, specialization in production and research are the cornerstones of lettuce and leaf vegetables from the Southeast of Spain.
All this is the result of the analysis that the experts will address at the Lettuce Attraction conference.
Conferences will be translated simultaneously into Spanish and English
15.00 – REGISTRATION OF ATTENDEES
15.30 – INAUGURATION OF THE EVENT
Mr. Fernando López Miras, President of Region of Murcia (Spain)
Mr. Fernando Miranda, General Manager of production and agricultural markets, MAPAMA
Juan Marín Bravo, PROEXPORT´S President
Javier Soto Martínez, chairman of the Iceberg Lettuce Sector Committee and Vice President PROEXPORT
15.45 – THE WORLD IN GREEN: International conjuncture of the lettuce and leaf sector
Antonio Marhuenda Berenguer, Agricultural Engineer
16.00 – THE ADVENTURE OF PRODUCING LETTUCE IN EUROPE: Experiences and future strategies in Spain, Germany and the United Kingdom
MODERATOR OF THE PANEL: FERNANDO P. GÓMEZ MOLINA, GENERAL MANAGER OF PROEXPORT
Guy W. Shropshire, General Manager of G’s SPAIN & CEO of G´s EUROPE.
Rudolf Behr, President of BEHR AG
José Canovas Ruiz, Commercial Director of FRUCA MARKETING, S.L.
Antonio Pascual, Managing Director of AGRASA.
16.40 – PREPARED SALADS: Does the green consumption revolution will come in a bag?
MODERATOR OF THE PANEL: CARMEN CABRA, FRUIT TODAY EUROMAGAZINE´S DIRECTOR
Antonio Cánovas Martínez, President of KERNEL EXPORT, SL.
Rafael Boix, General Director of GRUPO ALIMENTARIO CITRUS
Cecilio Peregrín González, Corporate Director of PRIMAFLOR
Gary Spratt, General Manager Fresh Produce Suppy & Inbound Logistics, BAKKAVOR IBÉRICA, S.L.
17.20 – IS DISTRIBUTION REALLY ALL THE SAME? Defragmenting the mix of quality, flavor, variety and price to sell more and better
MODERATOR OF THE PANEL: PIERRE ESCODO, EUROFRESH DISTRIBUCION
Charlotte Curtis, Senior Product Agronomist from MARKS & SPENCER
Laurent Renard, purchasing manager of “Global Good Sourcing” from METRO GROUP TRADING OFFICE
18.00 – INNOVATION AND VALUE IN THE FUTURE OF THE LEAF SECTOR: Is there anything left to do or it´s all there is to do?
MODERATOR OF THE PANEL: ENRIQUE SERRANO, GENERAL MANAGER OF G.H. MURCIANA DE VEGETALES
Héctor Vidal, Product Manager Salad & Leafy of SYNGENTA
Cayetano Fernández Tamboleo, Sales Manager for leaf crops in ENZA ZADEN
Gregorio Pérez Crespo, Regional Product Specialist of Lettuce for EMEA BAYER
Jan Doldersum, Manager Chain & Retail en RIJK ZWAAN
Lorenzo Castillo, lettuce product manager of RAMIRO ARNEDO
18.45 – GINS & LETTUCE PARTY
Gastronomic demonstrations “Lettuce Attraction”: 18 / Oct from 12pm to 14pm in the area Fruit Fusión (connection Building 5 to 7)
Gastronomic demonstrations at the sponsors’ and producers’ booth of PROEXPORT.
Exhibitor lettuces of the world: Building 5.