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“ Seven key techniques to reduce fruit losses and improve quality at arrival”
This report provides you with useful tools and information on how to handle differently some aspects of your operation ,that can directly result in an improved financial bottomline.
- How India can benefit from exports to Europe – Europe's expectation on quality in fresh fruits and vegetables. - Article published in Agrochain India trade show Feb 2012
- Investing in agriculture: some practical guidelines for non-ag investors
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- “Marketing is key to building sustainable profits in the fresh produce business” Interview with Dr. Manuel Madrid published by Syngenta Seeds - Tomatoes Today – December 2011
- Producing more with less: six fruit and vegetable technologies with high growth potential
- Improved banana ripening results in 25-33% more sales at retail: find out how
- Use of 1-mcp to improve shelf life and fruit quality: opportunities and challenges
- Seven effective marketing tools to improve fresh fruit and vegetable sales
- Quality preservation of fresh berries after harvest: strawberries, raspberries, blackberries - the challenge and the opportunities
- Reducing postharvest losses and improving fruit quality worldwide: the one-billion-dollar untapped business opportunity
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Manuel MadridShort biography
Professional experience
2009 - Present. Director Morpho Ventures. Morpho Ventures is a consultancy company specialized in innovation and technology for the fresh produce and agribusiness sector. Clients include: Purecircle, Syngenta, Biopolis, Canary Islands Banana Coop, Monsanto, Banacol and others.
2005-2009 - Director, Driscolls European Genetics, Netherlands. Responsable for plant genetics program in Europe and North Africa , nursery and technical services
2000-2005 - Director, Business Development, Syngenta Seeds Vegetables Europe; Basel, Switzerland and Enkhuizen, Netherlands. Responsible for the set up of a new fresh produce business unit, marketing tasty fruit and vegetable products under an innovative value-sharing business model
1993-1998 - Director of research,Chiquita Brands Latin America, San José, Costa Rica. Responsible for research and implementation of research and development programs in North and South America.
Dr. Madrid has extensive experience in tropical crops (banana, pineapple, mango, papaya), vegetable crops ( tomato, melon, watermelon, pepper, salads) and berries (strawberries, raspberries, blackberries, blueberries).
He has conducted development projects in North and South Europe, North Africa (Morocco), South America (Colombia, Brazil, Chile), Central America ( Costa Rica, Guatemala, Honduras, Panama) USA and México.
Dr. Madrid has 20 years´ experience in:
- New product development and market introduction of fruits and vegetables,
- Evaluation and improvement of the fresh produce value chain in more than 40 countries
- Innovative marketing of fresh produce
- Developing technology for fruit quality improvement: harvest, packaging, cold storage, ripening
Academic degrees
- MSc Agricultural Engineering, Polytechnic University, Valencia, Spain (1991)
- MSc,Horticulture University of California,Davis, USA (1993)
- Major Postharvest Technology
- MBA, IMD, Switzerland (1999)
- Doctorate in Business Administration, Bradford University , UK (2008)
- Thesis subject: innovation and technology management
Awards
- 2004 Fruit Logistica Innovation Award, Berlin, Germany -Syngenta Seeds
Most recent projects:
- evaluation and recommendations for banana production, transport and storage systems in the Canary Islands, Spain and,
- design and setup of a brand new fresh cut fruit operation in Murcia, Spain
- development of fresh produce postharvest strategy for a major crop protection company
- development and patenting of a chemical-free pineapple ripening method
- development of a hand-held test for fast plant selection in the field in a plant breeding program
If your company needs advice with projects related to development and improvement of fresh produce value chain -transport, storage, ripening and marketing of fruits and vegetables- write to us at: manuel.madrid@fruitprofits.com
