DISCOVER WHAT’S NEXT IN MELON
Meet the crop global experts in a unique venue in the first Fitó Melon Summit
KNOWLEDGE THAT GROWS VALUE
The Fitó Melon Summit brings together expertise, innovation, and global perspectives to explore the future of the melon industry.
Set in the inspirational surroundings of the Recinte Modernista de Sant Pau — a UNESCO World Heritage Site and one of the most iconic masterpieces of Catalan Modernism — the event will convene key experts from across the melon sector to exchange strategic insights on production, quality, market evolution, and consumer trends.
Join us to gain forward-looking perspectives, unlock new business opportunities, and foster long-term partnerships that create value at every stage of the chain.
Some of the topics
GLOBAL MARKET OUTLOOK
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Phillipe Binard
Freshfel Delegate
INNOVATION AND
GENETIC DEVELOPMENT
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Jordi Quilis
Biotechology Director
at Semillas Fitó
MARKET AND
CONSUMER TRENDS
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Presentation of an exclusive
global study by NielsenIQ
12:30 - 13:30 Welcome drinks and registration
13:30 - 15:00 Lunch
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15:00 - 15:30
Welcome & Opening RemarksElena Astor, Marketing Manager – Fitó
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15:30 - 16:00
The Global Melon MarketAnouk Sijmonsma, Region Manager Europe – IFPA
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16:00 - 16:30
Melon Demand in Europe: Structure and Dynamics Across Key Markets
Scott Davies, Managing Director – Vidafresh
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16:30 - 17:00 Networking Break
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17:00 - 17:30
Melon Production in a Changing Enviroment: Geopolitics, Regulation and New Challenges
Philippe Binard, General Delegate – Freshfel Europe
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17:30 - 18:00
The Australian Melon Industry and How a Grower Funded Levy is Driving the Industry Development for Future Success
Brad Dawson, General Manager – Australian Melon Association
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18:00 - 18:30
Day One Wrap-up
Jean Paul Judson, maestro de ceremonias
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20:00 - OFFICIAL SUMMIT DINNER
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07:45 – 11:00
Visit to Fito's Biotech Facilities in Cabrera de Mar
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11:00 – 11:30 Networking Break
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11:30 – 12:30
Innovation in Melon Production Genetics, Biotechnology and Sustanaibility
Juan Antonio Fernández, Crop Breeding Lead Melon & Watermelon – Fitó
Jordi Quilis, Biotech Director – Fitó
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12:30 – 13:00
The New Era of Postharvest: Innovation and Technology to Preserve Quality in Extreme Conditions
Maria Tereza Albuquerque – Fruta Viva Consulting
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13:00 – 13:30
Shaping the future of innovation
Speaker TBC
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13:30 – 15:00 Lunch Break
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15:00 – 16:00
Melon Consumption Snapshot: Consumer and Shopper Insights Across Europe and Other Strategic Markets (Based on exclusive Insights of Nielsen IQ study)
Marc Arajol, Value Chain Lead – Fitó
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16:00 – 17:00
Building Value in Melons: Branding, Differentiation and Promotion to Connect with Consumers (roundtable)
Eduard Fitó, President – Fitó
James Cackett, Specialist Technical Development Manager – Tesco
Randy Riley, President – Golden Sun Insight
Antonio Alarcón, CEO – Bollo Natural Fruit
Moderated by Jean Paul Judson, Event Host
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17:00 – 17:30 Networking Break
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17:30 – 18:00
Waikiki: A Success Story
Miguel Ángel Jiménez, CEO – Jimbofresh
Luis Correa, CEO – Planicie Verde
Moderated by José Cárdenas, Channel Specialist and Brand Manager – Fitó
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18:00 – 18:20
Open Discussion & Key Takeaways
Jean Paul Judson, Event Host
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18:20 – 19:20
Closing Keynote
Dr. Morgaine Gaye, Food Futurologist
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19:20 – 19:30
Official Closing Remarks
Eduard Fitó, President – Fitó
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19:30 – 20:00 Closing Networking Drinks
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Event moderation by Jean Paul Judson. Founder of Nowmore
