In Fruit Attraction LIVEConnect, on 14 and 15 October
• Organised by Fruit Attraction and Siete Agromarketing, on 14 and 15 October, the Women's Forum will be held on the Fruit Attraction LiveConnect platform. The institutional inauguration will be hosted by member of the European Parliament Clara Aguilera, who will be accompanied by representatives from the Community of Madrid.
The Women´s Forum was the setting chosen by Fruit Attraction to award the Lifetime Fruit Attraction Woman of the Year Award, on the 15th.
To attend the sessions you must first create a professional profile on the Fruit Attraction LIVEConnnect platform by clicking this link, and entering the invitation code: FA200000003PE
To advance female leadership and balance within the agri-food sector in general, and in the fruit and vegetable sector in particular, cross-disciplinary action is necessary to discover what is being done to implement measures in other areas, whether on an individual or company-wide basis. Seen in this light, the Women´s Forum, co-organised by Fruit Attraction and Siete Agromarketing , is thus bringing together representatives from politics, culture, consulting, business and of course, the agri-food sector, on the Fruit Attraction LiveConnect platform in two sessions on 14 and 15 October.
All of them will contribute their experiences and knowledge so that female leadership and balance grows within the value chain.
The first Women's Forum session will be held on the 14th at 4:00 p.m., with the event's Institutional Inauguration hosted by member of the European Parliament Clara Aguilera, who will be joined by a representative from the Community of Madrid.
There will be two sessions on 14 and 15 October, featuring interviews and discussions, with the goal of exploring ways to promote more women’s leadership and balance in the agri-food supply chain, as well as values such as communication, visibility, personal branding and digital reputation.
Lifetime Fruit Attraction Woman of the Year Award
The Women´s Forum was the setting chosen by Fruit Attraction to announce the Lifetime Fruit Attraction Woman of the Year Award, to be presented on the 15th to Rocío Medina, Executive President of Grupo Medina and Ana Hernández Buendía, Head of R&D&I in the Grupo Paloma Production Department.
ROCIO MEDINA MUÑOZ
Executive President of Grupo Medina, with more than 30 years of professional experience. Grupo Medina is a leading family business in the Andalusian agri-food sector that began its activity in 1958, and is currently in its third generation. The company, which employs than 600 workers, led the development of strawberry cultivation in Andalusia in the 1960s, and later pioneered the introduction of persimmon (kaki) cultivation in Huelva. The group exports its products to more than 30 countries throughout the world, with a particular focus on overseas destinations in recent years, such as the United States, Canada, Brazil, Jordan, Saudi Arabia and India. A Law graduate, and married with two children, Rocío Medina stands out for her tenacity, drive, and her innovative and entrepreneurial nature.
ANA HERNANDEZ BUENDÍA
An Agricultural Engineer, and 34 years old, she has been working for ten years at Grupo Hortofrutícola Paloma (Murcia), where she is now Head of R&D&I in the Production Department. She is the third generation out of the company that her grandfather founded in 1968 as a domestic tomato producer and seller. Nowadays they export, not just tomatoes, but also seedless grapes, peaches, nectarines and pomegranates throughout Europe, with more than 1,250 hectares of crops on the coastal strip between Águilas, Lorca and Mazarrón. Ana develops new varieties in different crops, and is responsible for developing and implementing water and carbon footprint calculations. She is also committed to consolidating the business and contributing to the implementation of sustainable, dynamic agriculture based on the circular economy.
Two virtual sessions
There will be two virtual sessions on 14 and 15 October, each lasting an hour and a half. The Women's Forum will address two key aspects of achieving balanced leadership in the fruit and vegetable sector that are already being addressed.
On 14 October, the session will be titled Women who grow, communicating to eliminate barriers, and will feature an Institutional Inauguration and a B2B interview with Yolanda Díaz Villarrubia, an Expert in HR Management and Technology-based Innovation, committed to Equality in Gender and Diversity. A WA4STEAM Co-founder and Partner, Member of the AMIT-MIT Coordination Committee, WBAF Senator for Spain and President of AMYL, followed by a Leadership Dialogue with four figures from several economic and business fields. There will be a specialised moderator who will lead a dialogue on how to approach communication, and how this tool can contribute to personal and professional growth in the agri-food field.
The session on 15 October, entitled Visibility, personal brand and digital reputation, will also have a B2B Interview with Yolanda Sáenz de Tejada y Vázquez, an Expert in women's visibility, scheduled to take place before the Leadership Dialogues block. This meeting will address how to build a personal brand with the right professional visibility, and how to bring that added value to the digital context in which today’s agri-food sector specialises.
A Jointly Organised Event
Fruit Attraction and Siete Agromarketing, with their brand Mujer AGRO, a project they have been working on since 2017 to achieve agri-food equality, both share the need to increase the visibility of agro-professional women in the fruit and vegetable sector.
There are ever more women in positions of responsibility within the sector, but there are still few women in leadership roles. Changing this situation, and putting these women in a position to empower many other women, is the basis of this Union for Equality of two successful projects, with many links between them, working together to achieve the same goal: to draw attention to the role of Agroprofessional Women in the fruit and vegetable sector at a pivotal moment for the industry.
Siete Agromarketing Press Contact:
Tel: (+34) 640 82 35 88