The 27th AECOC Fruit and Vegetable Congress was held on May 27 and 28 in Valencia, with record attendance figures. Well over 700 people gathered at the event, including growers, producers, marketers, and representatives of the auxiliary industry and Spain's main distribution chains. The AECOC Congress has once again been a meeting point for debate, learning, and networking for companies in the sector.
Paula Crespo, César Salinas and Roland Castillejo, from PLANASA.
Click here to see the photo report featuring several of the participants.
The presentations at the congress focused on the global scenario and major strategic changes made by fruit and vegetable companies. There were talks dealing with value chains, sustainability and competitiveness, consumption and trends, innovation and differentiation, as well as communication.
Worthy of note is the data provided by Ignacio Biedma in his presentation "Fruit and vegetables and the large-scale consumer market". According to his analysis, the fruit and vegetable sector has continued to grow by 5.3% in terms of volume and 11.2% in terms of value in the first four months of 2025. 
Juan Manuel Coello, Sales Director, with Javier Meléndez, CEO of Patatas Meléndez.
Vegetables have had an outstanding performance, with 5.5% growth in terms of volume and 8.7% in terms of value. Potatoes (6.2%), carrots (7.8%), and cucumbers (7.5%) are the ones that have grown the most.
Meanwhile, fruit has recorded an increase of 5.2% in terms of volume and 13.4% in terms of value, with very significant growth in the demand for avocados, kiwis, and strawberries, as well as table grapes, whose consumption is becoming less seasonal and is increasingly imported from various origins. Other fruits, such as bananas and oranges, have also done well, and seasonal fruits such as watermelon, melon, cherries, and nectarines have had a strong boost and helped consolidate the recovery of domestic consumption.
Patricia Sagarmínaga, from AMFRESH, Fina Mena, from Moyca, Iago Eytor, from Mercadona, Lidia Aracil, and Miriam Cutillas, from UVASDOCE FRESH.
The NIQ report highlights three key structural transformations that will have an influence on shopping habits in the near future: Demographic changes, the consolidation of a more health and sustainability-conscious consumer, and the expansion of a purchasing model that integrates both physical and digital channels. By 2054, it is estimated that one out of every three inhabitants in Spain will be of foreign origin, while people over 65 will represent 30% of the population. This scenario will drive a more personalized food demand focused on nutritional functionality.
In terms of health, consumers show a growing interest in products that provide energy and metabolic and digestive health benefits, and contribute to achieving emotional balance. In terms of shopping formats, Ignacio Biedma points to a redefinition of the consumer experience, which now moves fluidly between the physical and the digital, prioritizing convenience and immediacy.
Núria Martínez, from Cinco al Día.
With regard to the fruit and vegetable market, 72% of sales are made in hypermarkets and supermarkets, and 27% in specialized stores. While only 1% of these purchases are made online, this channel is gradually gaining ground in Spain.
According to José María Bonmatí, director general of AECOC, if forecasts are met, Spain's GDP is going to grow by around 2.5%, which puts it in a stronger position than many European countries. He highlighted the strength and adaptability of companies, the positive evolution of employment, and the boost of tourism, which is expected to generate 126 billion euros this year. However, he warned of challenges such as labor shortages in certain sectors, absenteeism, and excessive regulatory pressure, which are taking a toll on competitiveness. He stressed the need to invest in training, innovation, and talent, defending the importance of business profit as a driver of wealth and social cohesion. Regarding the reduction of working hours, he insisted that it should be addressed through social dialogue and aiming to strike a balance between competitiveness and labor rights.
Patricia Vallejo and Joaquín Fernández, from AFCO, promoting UNIQ cardboard packaging.
The Secretary General for Agricultural Resources and Food Safety of the MAPA, Ana Rodríguez, highlighted the fruit and vegetable sector's capacity to adapt, which has allowed it to consolidate as the main exporter in the EU. She also underlined the efforts to reduce plastic use and the importance of promoting reusable and recyclable packaging, as set out in the National Food Strategy. She also warned of the tension generated by international instability in a sector so dependent on foreign trade.
For his part, Miguel Barrachina, Valencian Regional Councilor for Agriculture, highlighted the strength of the agri-food sector in the Valencian Community (also taking into account that the event has been held in the Valencian capital), which obtained a production worth 9,300 million euros. Fruits alone were worth 4,000 million euros, while vegetables generated 1,200 million euros. Also, the sector contributed a trade surplus of 3.5 billion, consolidating its position as an export engine, a generator of employment, and a key contributor to ensuring territorial cohesion.
Click here to see the photo report featuring several of the participants.