I am the son of farmers that ended up with a degree in Agricultural Engineering despite my lack of enthusiasm, thanks to the relentless motivation of my parents and the diligent example they set me. I managed, painstakingly, to finish my degree and, while doing so, I discovered my true passion for business, sociology and, eventually, marketing. Together, they encompassed everything that I really loved: travel, meeting diverse people and understanding their motivations… and, of course, the food. Who doesn’t like the food?

I started my professional journey in the Spanish citrus industry before moving to the US to take up logistics and sales positions in the fresh produce industry. Since returning to Spain, I have worked in sales, and added Master’s degrees in Management, Trading and Marketing to my curriculum.

For a time, I was general manager of a large growers’ cooperative in southeastern Spain and I have collaborated on different postgraduate programmes with my alma mater and two business schools. 

Right now, I’m part of a fantastic team working to create an innovation, knowledge, strategy, marketing, science, processes and technology platform that the produce business so badly needs.

As you can see, I have been part of the produce business for as long as I can remember, as the son of a grower, as a student and in my professional life spanning logistics, quality control, domestic and international trading and, finally, management. Only now, after all this time, can I say that I am finally starting to understand this business.