Interview with Adolfo Santa-Olalla, President of AEDPAC

We spoke with Adolfo “Fito” Santa-Olalla, President of AEDPAC and industry entrepreneur, who explains that the sector is experiencing a strong moment and notes that during his frequent trips abroad, he receives numerous inquiries about Iberzoo Propet. He considers the event to be a genuine benchmark for the industry, generating growing interest among international professionals, and highlights Madrid’s location and the scale and services offered by the IFEMA venue as decisive factors that make planning a future visit particularly attractive.

Q. IBERZOO PROPET has consolidated itself as the leading professional meeting point for the sector in the Iberian Peninsula. In your opinion, what has been the key to this consolidation?

A. The key has been maintaining a strong commitment to a unique and cross-cutting model that brings together the entire value chain in a single space: veterinarians, laboratories, food, pharmaceuticals, accessories, grooming, distribution and services.

This integrated vision ensures that every professional finds their place and that the exchange is genuinely useful. There is no other event in Europe with these characteristics, and this gives us a major competitive advantage that we, as a sector, must capitalize on.

Q. Does this mix of profiles generate real synergies?

A. Absolutely. Visitors can complete a comprehensive tour of the sector in a single day and maximise their time, while exhibitors have the opportunity to connect with different audiences without leaving their stand.

This diversity of experiences and knowledge—also confirmed by last year’s data—provides a more diverse reading of where the sector is heading as a whole and generates greater value for everyone, both exhibitors and visitors.

Q. What professional visitor profiles will we find at the show this year?

A. The two core groups remain specialized retail and veterinary professionals, but each year new professional groups emerge and grow—technology companies, insurance providers, logistics suppliers and new service operators targeting end consumers.

The sector is diversifying from multiple angles, driven by market demand, and this is clearly reflected when visiting the fair.

Q. What service model do you believe today’s pet parent or end user is looking for? Is the integrated retail–veterinary model taking hold?

A. The hybrid model—pet shops offering veterinary staff or services, and veterinary clinics with retail areas for products and accessories—is the option consumers value most.

Customers seek convenience, efficiency and trust. This model meets their need to centralize services and make the most of their time. It is becoming the standard, where all parties benefit from the combination of business logic and consumer demand.

Q. The 8th FORUM is now called the 8th IBERPET FORUM. What does this evolution represent?

A. The FORUM created by AEDPAC continues to grow and transform. In 2026 we celebrate its eighth edition, which maintains its founding philosophy of giving back value to professionals linked to business and trade: manufacturers, distributors, retailers and trendsetters who shape relevant opinion within the industry, whether from the veterinary field, institutions, companies or public administration.

Since its first edition, it has kept an open spirit toward the entire sector—professionals, companies and associations that contribute their vision and relevant content to take the pulse of the sector as a whole.

Over the years, major sector entities such as Veterindustria, ANFAAC, CEVE, AMVAC, AEMPS, MAPA and the Directorate-General for Animal Rights, among others, have actively participated in the FORUM through round tables and presentations.

Q. What role does AEDPAC play as co-promoter of the event?

A. Since the creation of the IberzooPropet model—bringing both initiatives together almost ten years ago—we have sought to contribute as much as possible to the organization and overall coordination of the event in collaboration with IFEMA MADRID, AMVAC (also a co-promoter) and according to the guidelines set by the Organizing Committee.

AEDPAC contributes its experience, its vision and its ability to connect with a key segment of the business side of the sector: national manufacturers, distributors, retail and specialty chains, as well as relations with public administrations.

Among our more than 100 member companies are major distributors and retail chains in Spain, national pet food manufacturers, snack and cosmetics producers, laboratories, grooming, animal health, technology companies and B2C product and service providers. This diversity gives us—and allows us to bring to the event—first-hand insight into the entrepreneurial and professional landscape of the sector.

In addition to organizing and curating the IBERPET FORUM, we actively participate in the Antón Awards, in the presentation of market studies—such as the Pet Parent Barometer for Spain and Portugal, which we present during “Industry Afternoon”—and in creating value-added spaces such as the photographic exhibitions held annually with various collaborators in the ARTFORUM area. We also promote collaborations with entities and companies to enrich the fair with content of real interest. Our goal is to make the visitor experience increasingly complete.

Q. Last year Portugal played a leading role. What can we expect in 2026?

A. The presence of the Portuguese market is strategic and essential for all. It is the most consistent international visitor group, and the Iberian connection provides value and a unique identity as a brand and territory within Europe’s pet industry fair landscape.

Portuguese visitors and exhibitors should feel at home. That is why AEDPAC expanded the Pet Parent Barometer to include both Spain and Portugal. This year we will continue to strengthen this bridge and their participation. If we continue in this direction, participation will undoubtedly keep growing.

Q. How do you assess the overlap with VetMadrid?

A. VetMadrid is the main engine of the fair. It is part of Iberzoo Propet’s DNA. It brings top-level scientific content and attracts a large number of veterinarians, exhibitors and visitors at each edition.

It is a major attraction point that also adds the excellence and quality that characterize AMVAC’s organisation of an event that continues to surpass itself year after year.

Q. How do you assess the international expansion of the event?

A. In 2025 we welcomed over 1,000 visitors from more than 10 countries, and demand for this edition has grown significantly. Many international companies have requested space, which explains why the hall is almost fully booked at this stage.

We are moving toward an increasingly international fair each year, and I am convinced that this edition will set a new benchmark for both Iberzoo Propet and the sector as a whole.