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09 February 2021

3rd Smart Agro Forum analyses digitalisation in the agri-food chain

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Organised by Jornadas Interempresas, and sponsored by Fruit Attraction, it will be held on 18 February

Fruit Attraction is participating in the 3rd #SMARTAGRO2021 Forum, which is being organised by Jornadas Interempresas and the Corteva Chair and will be holding its digital edition on 18 February.

All interested parties can register at

This interdisciplinary forum will be analysing digitalisation in the agri-food chain, and will feature top-tier speakers from the agricultural and food sector to become a hub for sharing success stories and good practices with digitalisation as a common thread. Innovation through digitalisation improves production processes, multiplies efficiency and lowers costs, in addition to bringing a connected consumer closer. The Smart Agro Forum aims to transfer some of these leading international projects to the sector and society as a whole.

Full Programme | 18 February

4:00 p.m.


Coordinated by: David Pozo , Director of the Agrifood Area of Interempresas Media.
Carmen Crespo , Councillor of Agriculture, Livestock, Fisheries and Sustainable Development of the Junta de Andalucía.

4:10 p.m.

The value of digitalisation at the source

Manuel Pérez Ruiz , Director of the Corteva Chair in Digital Agriculture and Sustainability at the University of Seville.

4:30 p.m.

Sustainability and optimisation of processes in the food industry through digitalisation

Paloma Sánchez Pello , Director of Competitiveness and Sustainability at FIAB.

4:50 p.m.

Digitalisation in food distribution

Felipe Medina , Technical Secretary General of ASEDAS.

5:10 p.m.

The era of the “phygital” consumer

Raúl Calleja , director of professional events in the Agroindustries, Food and Gastronomy Sector at IFEMA.

5:25 p.m.

Success story: ÚNICA Group

Enrique de los Ríos , Managing Director. UNICA GROUP.

5:45 p.m.

Success story: Corteva Agriscience

Jorge Martínez Guanter , Digital Agronomy Manager for Spain and Portugal at Corteva Agriscience.

6:00 p.m.

New digital solutions for the agri-food sector

Moderator: Natalie Chavrier , Technical Manager of the Agri-Food Sector at the Andalusian Technological Corporation (CTA).

Jaime Muguiro , Sales Director of John Deere Ibérica. Marcos Muñoz , head of the R&D&i Department of Fitesa. Salvador Correa Rosa , Manager of Agrosap.

6:45 p.m.


Manuel Melgarejo , Chairman of Corteva Agriscience in Spain and Portugal.