The Spanish stone fruit crisis is forcing us to boost exports

"This is the first time that we'll be exhibiting at this fair and we are very excited; it is something we really wanted," explains Rosa Hernandorena, Hernandorena's commercial director. "We have been attending this fair since the first year, and we have witnessed its growth over all the previous editions. In the last ten years, we have focused more on strengthening the company, consolidating growth with huge investments in our facilities and an increase of our production and sales. We now believe that the time has come to have our own stand, since doing so also helps companies improve their reputation."

"Our decision coincides with a crisis in the stone fruit producing sector in Spain, which has led to a decrease in investments in the field of technification and variety conversion. This has had a direct impact on our sales. We need to boost our exports; we already obtain 30% of our turnover in export markets, but our goal is to improve this figure in the short and medium term," says Rosa Hernandorena. "The number of international visitors at Fruit Attraction has grown a lot, especially from Italy and France, which are countries with a lot of potential for our business," she added.

In its first year as an exhibitor, Hernandorena wants to show visitors its most technical part as plant producers. This includes the improvements made in production systems, the introduction of biological control, or the innovative one liter container, which thanks to new cultivation techniques, has become a more affordable format, yielding the same results in the field while being more practical from a logistical perspective.