From a macroeconomic standpoint, Rafael Domenech, the Head of Economic Analysis at BBVA Research, outlined the global economic context and its impact on the sector. Some of the main challenges companies face include regulation, tariff policy and inflation. The economic analysis was followed by several panel discussions where the companies attending the event had the opportunity to explain the biggest challenges they encounter on a daily basis, such as innovation, research and entering new markets. Sustainability as a driver of economic growth
As part of BBVA’s sustainability strategy, BBVA considers the agricultural sector one of the drivers of growth in its 2025-2029 Strategic Plan. Financing for agribusiness is part of the bank’s commitment to sustainability, which includes channeling €700 billion into sustainable business by 2029. This target multiplies the initial goal set in 2018 by seven – originally €100 billion by 2025 – and reflects the rising demand from companies across all sectors and geographies.
Comprehensive support and a global vision
BBVA offers a comprehensive range of financial support for the agricultural sector, including personalized, sustainable financial solutions; support throughout the entire agrifood chain through products such as advances, supplier credit lines and export factoring; connections with partners in regenerative agriculture and assistance with certification processes (Global G.A.P., Rainforest Alliance, Fair Trade); impact measurement tools and innovative technological solutions in partnership with AgTech; and agricultural insurance covering climate events or yield losses.
Fruit Attraction
Fruit Attraction, held in Madrid, brought together more than 2,000 exhibitors and 100,000 professionals from the fruit and vegetable sector. Nearly 30 percent of the exhibiting companies at the trade fair are BBVA clients. The bank also participated in the event with its own stand, serving clients in all countries where it operates, especially in Spain and Latin America, with a unique, global offering.