Internationalization of Fruit and Vegetable Production
On September 17th, El Ejido (Almería) will host EXPORT ASIA, the first forum for exporting fruits and vegetables to Asian markets, organized by Páez Customs. The event will bring together eight experts to analyze opportunities in Saudi Arabia, the UAE, Hong Kong, Singapore, and Malaysia in the face of increasing competition in Europe.
On September 17th, the Municipal Theatre of El Ejido (Almería) will host EXPORT ASIAThe first forum specializing in export opportunities for fruits and vegetables to Asian markets. Organized by the customs agency Páez AduanasThe event will bring together eight top experts to analyze the keys to accessing Arabia Saudí, Emiratos Árabes Unidos, Hong Kong, Singapur y Malasia.
The initiative arises as a strategic response to the growing saturation and competition in traditional European markets. Asia While it concentrates 60% of the world's population and is home to economies with high purchasing power and a growing demand for quality products, the Spanish fruit and vegetable sector remains largely focused on EuropaThis scenario is exacerbated by the growing market share of competitors such as Marruecos, Turquía y Egipto They are winning in the usual destinations for Spanish exports.
Diversification as a strategic necessity
The data of the ICEX These figures reflect the urgency of this diversification. In the last five years, Spanish fruit and vegetable exports have lost more than one million tons in volume. Although revenue has increased, this rise is largely due to higher production costs, not a greater volume of business. In this context, looking towards new markets with high growth potential, such as those in Asia, is no longer an option but a necessity.
José PáezCEO Páez Aduanas and event promoter, highlights the motivation behind EXPORT ASIA: "In Páez Aduanas We help fruit and vegetable companies expand into international markets, and we've long observed that the sector needs to look towards new destinations. With EXPORT ASIA We wanted to turn that idea into concrete action: bringing together the best experts, real data, and success stories so that any company can consider Asia y Oriente Medio with guarantees".
A panel of experts to decipher the Asian market
The event, aimed at marketing companies Almería, Granada, Málaga y MurciaIt will offer six hours of specialized content. The panel of speakers will feature top-level figures such as Pedro BañosA former Colonel of the General Staff, who will provide the essential global geopolitical context for addressing these markets. He will be accompanied by Juan Carlos Pérez Mesa, professor of the Universidad de Almería, who will analyze the evolution of exports in Europa.
The logistics perspective, a fundamental pillar in trade with Asia, will be borne by Hicham Naderwith 25 years of experience leading DHL Global Forwarding en EspañaPractical, on-the-ground knowledge will be provided by Mari Carmen Masegosa, international trade consultant at the head of Masegosa Dual Comex y Maga Business, with direct experience in Arabia Saudí y EAU, and Germán Pérez, sales manager at Agro Alliance Asia and resident in Hong KongThe program will be completed with a round table discussion of success stories.
| Event information | Details |
|---|---|
| Event | EXPORT ASIA |
| Date | 17 September 2026 |
| Place | Municipal Theater of El Ejido (Almería) |
| Opening hours | 8:30 a.m. – 14:30 p.m. + networking cocktail |
| Modalities | In-person and online (streaming) |
| Organiser | Páez Aduanas |
Frequently Asked Questions (FAQ)
What is the main objective of the EXPORT ASIA forum?
The objective is to provide Spanish fruit and vegetable companies with the tools, data and contacts necessary to diversify their exports towards high-potential Asian markets, as a strategic alternative to the growing competition in traditional European markets.
Who is this event aimed at?
It is primarily aimed at directors, managers and export managers of fruit and vegetable marketing companies in southeastern Spain, especially in the provinces of Almería, Granada, Málaga and Murcia.
Why is it crucial for the Spanish fruit and vegetable sector to look towards Asia at this time?
This is crucial due to the loss of over one million tons of export volume in the last five years and the intensification of competition in Europe from countries such as Morocco, Turkey, and Egypt. Asia offers markets with high purchasing power and demand for quality products.
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