He highlighted how chain integration and technology support can be optimised to satisfy the demand for produce quality.
He particularly emphasised the role a produce support company, such as Syngenta, can play in the process, from both the technical and commercial sides.
'From the technology side,' said Madrid, 'Syngenta is responsible for making the correct genetic selection for quality attributes, which in turn will lead to differentiated products.
'We need to have a deep understanding of the effect of pre-harvest factors on post-harvest to create production systems that allow maximum expression of the genetics.' He added: 'An equally deep understanding of the post-harvest characteristics of produce is necessary to preserve quality through the life cycle of the product.
'Packaging, for instance, must be designed for the varieties' markets and needs, in order to maximise shelf-life and market recognition.' Madrid then talked about the next stage in the process. 'From the business chain side, we should be: o Grouping partners around the variety and the offer of quality and consistency o Organising an integrated communication campaign around the offer o Co-ordinating integrated quality information systems o Providing stewardship and advice in the implementation of produce quality programs for S&G varieties o Focusing on increasing the market value and sharing this added value.' This, he said, is the principle of PFI. 'We intend to put these principles into practise by developing partnerships with key players in the chain. Syngenta wants to group partners around the offer of new varieties with special consumer attributes, new products from off-season areas and quality and safety production protocol support.
'Internally, we aim to develop knowledge and qualified people to support the differentiated offer through postharvest technology; quality guidelines, pre-harvest and post-harvest; produce information systems; and extension of the system to bring this information to partners in a useable way.'