Given its 25 per cent unemployment rate, increasing production and competitiveness in Spain is key. With that in mind, the Spanish Federation of Producers and Exporters of Fruit and Vegetables (Fepex) is working towards eliminating “discriminative” EU policies, and to promote Spanish produce in the global market place. Chairman José María Pozancos is optimistic about the industry’s ability to tackle the recession and break new ground.

What are Fepex’s long-term objectives?

For Fruit Attraction, it was to establish a market and forum for networking, and also to highlight the industry’s contribution to employment and a cost-effective healthy diet, which in turn cuts public health costs for the state, which is crucial at a time of financial crisis. It is also important to highlight the level of research our sector puts into new product development and production. Other priorities include the revision of the Common Agricultural Policy and the direct payment regime in particular. Growers who produce the same crops should get the same subsidies, which is currently not the case.

How would you describe the state of the Spanish export sector at the moment?

This year, fresh produce exports have gone up 10 per cent in value and seven per cent in volume. Considering that the unemployment rate is around 25 per cent it’s not bad. I actually think the recession can help drive exports. In provinces like Almeria, where growing is the main type of production, there are no alternatives. The fresh produce industry is also very labour intensive and creates a lot of jobs. What we aim to do at Fepex is to contribute towards a competitive agricultural structure.

What sort of strategies have you developed with this in mind?

We have launched a modernised greenhouse programme and also Fruit Audit, a services company offering quality accreditation for different export markets. It’s important to keep ahead of the game in order to remain competitive and if increased accreditation can help facilitate exports to certain markets, it can only be a positive thing.

How can fresh produce consumption be encouraged and better promoted in Europe?

I think it is constantly promoted in the media with positive messages about the benefits of eating fruit and vegetables, and that message needs to continue being delivered loud and clear. The problem producers face is that not only are they competing with producers in their own sector, but with manufacturers of products that claim to be fruit-based but actually contain very little fruit.

Which are the most interesting emerging markets for Spanish producers?

Eastern Europe, South Africa and Brazil, among others. But Europe will continue to be the main market for Spanish exports. Take the US for example; they speak of the free market but they are actually very protective of certain sectors and it can be difficult to get into it. The EU on the other hand is one of the most open markets in the world.

If there were one aspect of EU legislation you could change, what would it be?

There are several aspects, but the main one would be the politics around phytosanitary certification. Developing countries have to adhere to the same policies as the rest of us and the list of allowed post-harvest products must be the same across the board.

What is the industry’s greatest challenge at the moment?

Maintaining our place in the market alongside countries with much lower production costs is always going to be a challenge. Again, we would call for symmetry in order to level the playing field.

What is your opinion on discount chains – do they give growers a fair return?

There is a place for everyone in the market and each supermarket has its own sales politics. I can’t really comment beyond that. —