DISCOVER WHAT’S NEXT IN MELON
Meet the crop global experts in a unique venue in the first Fitó Melon Summit

Scott Davies is Managing Director of VIDAfresh, with more than 25 years’ experience across the fresh produce industry. His career has spanned the full supply chain, from growers and seed houses through procurement, retail, commercial and finance, giving him a broad understanding of what drives successful produce businesses. Scott combines this industry-wide experience with a strong focus on product, innovation, customer relationships and long-term sustainable growth.

Philippe Binard joined the fresh fruit and vegetables business in 1987. Since 2001, he has been the General Delegate of Freshfel Europe, the European Association representing the interests of the fresh fruit and vegetables sector.in Europe and beyond.  Freshfel Europe (www.freshfel.org), based in Brussels, is the representative voice of the fresh produce sector in Europe, incorporating members (associations and companies) across the fresh produce supply chain from production down to retail. Philippe Binard is also the Secretary General of the World Apples and Pears Association ( WAPA) and the World Citrus Organization (WCO).

Brad Dawson is a third-generation melon farmer, growing, packing and shipping melons from the Sunraysia region of Australia.  Brad is a member of the Strategic Industry Advisory Panel for the Australian Melon Fund which designs and co-ordinates grower levy funded research and development projects to build and enhance the Australian Melon Industry.

Juan Antonio Fernández García holds a degree in Agricultural Engineering from the University of Almería and also earned a Master’s degree in Protected Crops from the same university. He further completed a specialization in Plant Breeding through the Plant Breeding Academy at UC Davis, California, USA.

He brings more than 25 years of experience in the agricultural sector, with a particularly strong track record in melon and watermelon breeding, a field in which he has worked for 19 years at Fitó. As a result of this work, he has contributed to the development of more than 30 commercial varieties, currently grown and marketed in countries around the world.

He currently serves as Crop Breeding Lead (CBL) for Fitó’s melon and watermelon breeding team, leading a team of 6 breeders and providing the strategic direction for all breeding projects in both crops.

Juan Jesús Narváez holds a PhD in Fundamental and Systems Biology from the University of Granada, including a research stay at the University of Cambridge (UK). He also holds a Master’s degree in Research and Advances from the University of Granada, a Master’s degree in Integrated Management Systems for Quality, Environment and Occupational Risk Prevention from the Chamber of Commerce, and has completed Esade’s Programme for Management Development. He furthered his technical training in seed technology at Wageningen University and Iowa State University. He is co-author of indexed scientific publications and international patents in the field of horticultural inoculants, and co-supervisor of a PhD thesis on seed technologies at the University of Barcelona.

Since 2014, he has led Fitó’s Seed Technology laboratory, driving innovation projects in seed processing, including artificial intelligence, priming and post-priming processes, and biostimulant seed treatments. Since 2019, he has also been responsible for Quality Assurance, overseeing GSPP certification and the implementation of ISO 17025. Since 2021, he has additionally led the company’s R&D&I incentive strategy, achieving returns of over 20%. He is a permanent member of the Fitó Seeds Sustainability Committee and leads the project section within the Planet area. The progress of these initiatives has been recognized with the Retina Eco Award 2025, the Forbes Spain Sustainability Award 2025 in the agrifood sector, and a recent finalist nomination for the Reuters Global Sustainability Awards 2026 in the AI for Sustainability category.

Dr. Maria Tereza Albuquerque is an agronomist with a Master's and PhD in Crop Science, specializing in postharvest technology and plant pathology. She is the Director of Fruta Viva Consultoría Agrícola, a company dedicated to the research and development of postharvest technologies for fruits and vegetables. In addition, she leads SFG Dulce's melon and watermelon project in Costa Rica and Panama and serves as a permanent consultant to AgroFresh Brazil, a global leader in postharvest solutions for fresh produce.

Xavier Marlasca brings over 15 years of experience across strategic consulting, digital transformation, innovation, and academia, with a professional background spanning companies such as P&G, Deloitte Digital, Schneider Electric, and A Piece of Pie. He is currently CCO at Happy Or Not, co-founder of the ISE Hackathon, and Partner/Facilitator at FeliciCat, where he leads international projects focused on artificial intelligence, customer experience, innovation, and well-being. Alongside his professional work, he also teaches at institutions including ESADE, EU, CEA CAPA, and La Salle, contributing to Executive Education, MBA, EMBA, CEMS, and MSc programmes.

David Andrés is the Founding Partner of Two.Zero Innovation Agency, a digital services agency specialised in the implementation of artificial intelligence solutions. Prior to this, he worked as a consultant at Deloitte Consulting. An entrepreneur since the age of 15, he co-founded the startup Sharge in his teens, winning the Audi Creativity Challenge and developing the project in Silicon Valley. He has also spoken at leading industry events such as Smart City World Congress, South Summit, and others.

Marc Arajol is an industrial design engineer with 6 years of experience in strategic consulting, specializing in the development and implementation of new business models across multiple sectors, including FMCG, services, and retail. He has worked on projects with several multinational food companies such as McDonald’s, Bimbo, and PepsiCo. Four years ago, he joined Fitó, initially taking on the role of Brand Manager and currently serving as Value Chain Lead, where he is responsible for global channel strategy and development.

James Cackett is a Specialist Technical Development Manager at Tesco with over 25 years’ experience in fresh produce and a particular passion for melons. Working closely with growers, suppliers and seed houses, James brings a retailer and customer-focused perspective to varietal development, quality and innovation.

Riley Riley started his career in produce 25 years ago, getting his bearings at the retail level as a produce clerk and then shifting into other roles such as Produce Coordinator, Produce Buyer, Promotional Planner, and Category Manager. Prior to becoming the owner of GoldenSun Insights, a strategy centric firm focused on supporting the fresh produce supply chain, he was the Director of Produce Merchandising & Procurement for Kroger. Riley is a strategic thinker and is always looking for new and innovative ways of solving complex issues within the produce industry. By using industry knowledge in conjunction with data to formulate strategies, Riley believes that measuring results and adjusting as needed is paramount to drive top line business.  

Antonio Alarcón holds a degree and an MBA from EAP-ESCP (Paris). Throughout his career, he has held senior leadership positions in several multinational companies, including Bertelsmann and Otto Versand. In 2000, he took part in the launch of Eden Springs in Europe, where he held a range of international roles. In 2016, he was appointed CEO of the Eden Springs Group, a position he held until 2020. During his tenure at Eden, he played a key role in the consolidation of the European market through more than 100 mergers and acquisitions (M&A) transactions. In 2020, he joined Fremman as Senior Advisor. He is currently the CEO of Bollo Natural Fruit, a European leader in the fruit marketing sector. He has also served as a member of the Board of Directors of several companies, including Eurona and SatelIOT.

Miguel Ángel Jiménez Bosque holds a degree in Agricultural Engineering from the Polytechnic University of Cartagena (UPCT) and Ghent University, and has more than 28 years of experience in the fruit and vegetable sector. As CEO of JimboFresh, he has driven innovation, the development of new varieties, and the production of high-quality melons and watermelons, contributing to the company's growth and international expansion. His extensive experience and deep market expertise have established him as a leading figure in the fresh produce industry.

Luís Correia is the CEO of Planície Verde, a company dedicated to agricultural production. He began his professional career in the agricultural sector in 1989, starting with a small farm, and over the years he developed and expanded the business, which in 2004 adopted the name Planície Verde. Under his leadership, the company increased its production and focused on the quality and innovation of its products. Luís Correia also stands out for his commitment to sustainability and his pursuit of more responsible agricultural practices, and his career reflects strong entrepreneurial ability and deep dedication to the agricultural sector.

José Cárdenas holds a degree in Agricultural Engineering from the University of Almería and has completed ESADE’s Programme for Management Development (PMD). He has more than 25 years of experience in the agri-food industry, specialising in strategy, innovation and brand building.

Throughout his career, he has served as Managing Director of Grupo AGF (Sandía Fashion) and Innovation Director at Grupo Ramafrut, as well as working in the commercial department at Greenyard Fresh Spain. He is currently Brand Manager for the Monterosa and Waikiki brands at Fitó, where he leads their development and positioning within the fresh produce industry.

His professional work also focuses on developing projects that connect technology, people and processes. He has extensive experience in creating and consolidating products and brands across domestic and international markets. His in-depth product knowledge is complemented by a strong understanding of consumers and markets, enabling him to bring a strategic, innovative and disruptive perspective.

Dr Morgaine Gaye is a globally renowned Food Futurologist who helps leading brands anticipate the future of food, culture, and consumer behaviour. Drawing on expertise across sensory perception, societal trends, branding, and product innovation, she delivers sharp insights that help organizations innovate, adapt, and stay relevant. She has advised global brands including Mondelez, Mars, Unilever and Nestlé, and her keynotes turn complex future signals into clear opportunities for growth and new product development.

Eduard Fitó holds a degree in Agricultural Engineering from UPC and UdL, and completed his business management training at ESADE and IESE. He joined Semillas Fitó in 1994, where he has held various roles in plant breeding, production, and business development; from 2012 to 2020, he served as Director of Business Development and Corporate Affairs, and he is currently the company’s President. At an institutional level, he was President of the International Seed Federation (ISF) from 2018 to 2020 and has been a member of its Executive Committee since 2016, where he currently chairs the Value Chain group. He is also a member of the Euroseeds Board, actively collaborates with ANOVE, and is part of the IFPA European Council. In addition, he is a founding board member of the DPMC Foundation, which promotes an organizational model based on Mission-Driven Management.