Valencia Fruits, interview with Juan Pedro Madrigal and Marcelino Díaz

The fruit and vegetable magazine, Valencia Fruits, in its paper edition, has just published an interview with Juan Pedro Madrigal and Marcelino Díaz, owners, together with José Luis Agudo, of the company Agricola JJF, from Llanos del Caudillo.

Although we link you to the website that publishes the full interview, we have extracted the main content of the interview in the most relevant aspects:

• The harvest is expected to be delayed by around 15 days due to the weather which is not raising temperatures, even more so during the night, so that the produce can ripen more quickly. This situation will result in a greater concentration of production supply in the months of August and September, a situation that will affect the final price of the product.

• As far as varietal selection is concerned, product quality takes precedence over productivity in the case of Agrícola JJF. This statement is not new but it should not be disdained. In Agrícola JJF we have always been committed to quality in our products because, at the end of the day, this is what our market demands, both internationally – which accounts for 80% of our production – and nationally. Our planted melon varieties are: Sancho, Cordial, Gran Riado, Manchego and Arenales.

• It is impossible to make forecasts about how the season is going to go because we are at the mercy of the weather and it can surprise us at any time and in any place. However, if everything goes as it has so far, we are expecting a very good season.

In Agrícola JJF, from the very beginning, we have been committed to quality to continue increasing sales. To achieve this balance, it is necessary to invest in technology and constantly analyse the evolution of the product and the market to be able to adapt at all times to these fluctuations.