Generational renewal in the fruit and vegetable sector: the future of fruit and vegetables

What does “generational renewal” really mean in the fruit and vegetable sector?

Generational renewal goes far beyond replacing farm holders who are retiring. It is a process of transferring knowledge and business vision that is necessary to guarantee the continuity and competitiveness of Spanish agriculture.

Traditionally, fruit and vegetable holdings have accumulated significant practical knowledge passed down between generations. This knowledge includes aspects such as varietal choice, crop management, efficient water use, adaptation to changing climate conditions and pest and disease control. When there is no adequate succession, a significant part of this experience is lost.

Generational renewal also involves transferring business management knowledge. Today’s producer does not only grow crops; they also manage investments, costs, financing, quality certifications, environmental regulations and the increasingly demanding requirements of national and international markets.

Nor should we overlook the transfer of commercial relationships and market knowledge. In a sector as export-oriented as Spanish fruit and vegetables, it is essential to preserve links with cooperatives, marketing companies, distributors and international clients. Today, agriculture is not only about producing, but also about understanding consumer trends and buyers’ quality requirements.

What barriers are slowing the arrival of new generations?

We could speak of a combination of economic, structural and social barriers that put the continuity of many holdings at risk because, although some young people are interested, entry conditions remain complex.

One of the main obstacles is access to land. The availability of agricultural land is limited, and purchase or rental prices can be prohibitive for those starting an activity without prior assets. In addition, many holdings are in the hands of older farmers, which delays succession processes and makes it harder for new producers to enter the sector.

Added to this is the high initial investment required by a modern fruit and vegetable holding. The acquisition of land, irrigation systems, machinery, storage infrastructure, plantations or greenhouses requires significant financial resources that many young people find difficult to obtain — especially given the limited profitability of many crops and the pressure that the market places on margins.

If the “economic” barriers are high, the bureaucratic complexity of the system does not help. The management of subsidies, environmental requirements, quality certifications, labour obligations and the growing administrative burden create a perception of excessive paperwork that discourages new entrants. Today’s producer is not simply a “farm worker”; modern agriculture increasingly requires advanced technical, digital and commercial knowledge, making continuous training essential for producers to compete in global markets.

I would also not want to overlook the social perception of rural activity — a subjective but key factor. Agricultural work is often associated with physically demanding labour, high risks and less social recognition than other professions. This image, combined with the economic difficulties mentioned above, leads many young people to choose careers in other sectors.

Is it all negative? Opportunities that generational renewal opens up for the fruit and vegetable sector

Far from being merely a response to the ageing of farmers, generational renewal represents a major opportunity for transformation in the Spanish fruit and vegetable sector, as the arrival of new owners and managers can accelerate the modernisation of holdings and strengthen their competitiveness.

One of the main opportunities is related to digitalisation. Young people, as digital natives, are more familiar with technological tools that make it possible to optimise the use of resources, such as sensors, irrigation monitoring systems, data analysis, artificial intelligence and business management platforms.

Generational renewal can also drive sustainability. Young people tend to integrate environmental criteria into their business strategies from the outset, focusing on more efficient water management, reduced use of inputs and renewable energy.

Another key opportunity is the professionalisation of management. The new generation often has higher levels of technical and business training than its predecessor, and incorporates financial planning, cost control and risk management tools that support data-based decision-making and improve profitability.

Likewise, generational renewal can strengthen the sector’s export vocation. New agricultural entrepreneurs show a greater focus on international markets, consumer trends, product differentiation and the creation of added-value brands.

Finally, renewal will make it easier for new business models to emerge, based on innovation, vertical integration, organic products, short marketing channels, e-commerce and business collaboration.

Two worlds that must meet: how to connect agricultural experience with young talent

The success of generational renewal will depend less on replacing one generation with another than on ensuring that both work together during a transition period. The combination of veteran experience with young people’s technological capabilities — known as intergenerational mentoring — can become one of the sector’s greatest competitive strengths over the next decade.

Cooperatives and producer organisations also play a fundamental role as spaces where generations can meet. Beyond facilitating marketing, they can promote mentoring, training and business succession programmes that allow new managers to be gradually involved in decision-making.

Practical training is another key element. Beyond academic training, young people need real experience on commercial holdings in order to acquire production, financial and commercial skills. Combining field-based learning with business training accelerates the professionalisation of future holders.

It is also essential to strengthen technical and business advisory services. New producers must face challenges related to financing, regulations, sustainability, certifications and export. Specialised support reduces risks and improves the chances of project success.

Finally, trade fairs, conferences and sector meetings facilitate the exchange of experiences, the creation of collaborative networks and access to technical and commercial innovations. These spaces connect farmers, cooperatives, technology companies and institutions.

Fruit Attraction, a meeting point for the future of the fruit and vegetable sector

And precisely if there is one trade fair today where the present and future of the fruit and vegetable sector come together, it is Fruit Attraction. A professional event that acts as a major meeting point where producers, marketers, technology companies, knowledge centres, investors and new generations of professionals converge. Beyond being a trade fair, it has established itself as a space that connects tradition and innovation, two essential elements for addressing generational renewal in the sector.

Fruit Attraction addresses this in several ways. On the one hand, it promotes the creation of professional networks in which producers can establish contacts with clients, distributors, exporters and service providers, expanding their business opportunities and accessing new markets. For young farmers and entrepreneurs, this environment provides first-hand insight into the trends that will shape the future of fruit and vegetables and enables them to build strategic relationships for the development of their projects.

The fair also plays a fundamental role in knowledge transfer. Through its technical sessions, presentations and panel discussions, experienced professionals share insights that help new generations better understand the challenges and opportunities facing the sector.

Of course, another key aspect is the dissemination of technological innovation. Fruit Attraction brings together companies specialising in areas such as precision agriculture, digitalisation, automation, artificial intelligence, biotechnology, logistics and sustainability, enabling producers to discover solutions that improve efficiency and reduce costs.

Last but not least, the fair helps improve the image of the fruit and vegetable sector among young people. It presents the sector as modern, international and knowledge-based, moving away from the traditional perception of agriculture as being low-tech or offering limited professional opportunities.

I began this article with a famous quote, and I would like to end it with another, by Giuseppe Tomasi di Lampedusa in his novel “The Leopard”: “If we want everything to remain as it is, everything must change.”

I like to think we are already working on it.

Table 1. The established generation versus the new generation. A shift in paradigms

Table 2: At a glance: challenges, solutions and stakeholders involved

Frequently asked questions

What is generational renewal in agriculture?

It is much more than replacing farmers who retire. It means transferring technical knowledge, experience, management capabilities, business vision and commercial relationships to ensure the continuity and competitiveness of agricultural holdings.

Why is it important for the fruit and vegetable sector?

Because the sector depends on new professionals being ready to take over. Without generational renewal, there is a risk of losing knowledge, abandoning holdings and reducing innovation capacity. In addition, a large share of current holders will reach retirement age over the next decade.

What barriers do young farmers face?

The main barriers are:

1-Difficulty accessing land.

2-High initial investment required to launch a holding.

3-Limited profitability and pressure on margins.

4-Excessive bureaucracy and administrative procedures.

5-The need for increasingly advanced technical, digital and business training.

6-The social perception of farming is less attractive than that of other sectors.

How can technology support generational renewal?

Technology supports the modernisation and competitiveness of holdings. Tools such as sensors, irrigation monitoring, data analysis, artificial intelligence, precision agriculture and management platforms enable more efficient and sustainable production.

What role do cooperatives, companies and trade fairs such as Fruit Attraction play?

Cooperatives and producer organisations can promote training, mentoring and business succession programmes, as well as facilitate marketing. Technology companies contribute innovation and tools to modernise holdings.

Fruit Attraction acts as a meeting point between these organisations, farmers, investors and young professionals, encouraging networking, knowledge transfer and the dissemination of innovation.

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8 key points

1-Renewal is not only about replacing farmers; it also means transferring knowledge, experience, business vision and commercial relationships.

2-There is a real demographic challenge: the average age of holders is high and a large share will reach retirement age in the next decade.

3-The barriers to entry are economic, including access to land, high initial investment and limited profitability, while bureaucracy and the social image of agriculture do not help.

4-The economic professionalisation and digitalisation linked to generational renewal represent a major opportunity.

5-Exports and market orientation will be more important than ever.

6-Intergenerational mentoring is key: combining the experience of veteran farmers with young people’s technological capabilities.

7-Cooperatives, producer organisations, training centres and advisers are essential players in facilitating succession and support.

8-Professional trade fairs such as Fruit Attraction are necessary catalysts, connecting knowledge, innovation, business and new generations.

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Summary

Generational renewal is one of the greatest challenges facing the Spanish fruit and vegetable sector. Although Spain stands out for its export leadership, its capacity for innovation and the quality of its products, the continuity of this model is threatened by the ageing of farmers. The average age of farm holders is high and a large proportion will reach retirement age over the next decade, while the presence of young people remains limited.

However, generational renewal is not simply about replacing those who retire. It involves transferring technical knowledge, practical experience, business management capabilities and commercial relationships that are essential to maintaining the sector’s competitiveness. Without this transfer, there is a risk of losing valuable capital accumulated over generations.

The incorporation of young people faces numerous barriers, including access to land, high initial investments, limited profitability, bureaucracy and an unattractive social perception of agricultural activity.

At the same time, the arrival of new generations represents a major opportunity to drive digitalisation, sustainability, professional management, innovation and a stronger focus on international markets.

To achieve a successful transition, it is essential to combine the experience of veteran farmers with young talent, supported by cooperatives, specialised training, technical advisory services and meeting spaces such as Fruit Attraction.