PROEXPORT
PROEXPORT is a Spanish non-profit association of 50 fruit and vegetable producer-exporters in the Region of Murcia, operating affiliated auction houses that commercialize 164,000 tonnes annually and providing collective training, sustainability, and regulatory advocacy services.
- Company typePrivate
- Founded1975
- HeadquartersMurcia, Spain
- Headcount11–50
- GTM typeB2B
- OfferingServices
What PROEXPORT does
PROEXPORT is a Spanish non-profit association founded in 1975 and headquartered in Murcia, Spain, representing 50 member companies that produce and export fruits and vegetables from the Region of Murcia and neighboring provinces. Its functional core is the coordination of member interests in export markets and the operation of an auction (alhóndiga) system through nine affiliated auction houses in the Campo de Cartagena, Valle de Guadalentín, and Vega Baja del Segura, which together commercialize approximately 164,000 tonnes of horticultural products annually, equivalent to 82% of regional auction volume involving roughly 2,800 farmers. The association also runs collective programs in sustainability (Nuves for sustainable plant nutrition, biodegradable mulch research), innovation (I+S PRO platform, Connected Greenhouse project), and a pioneering bio-network for pest control launched in 2024 with ten member companies.
The association's commercial model is membership-driven rather than product-driven. PROEXPORT does not sell produce directly; instead, member companies commercialize their output through the auction mechanism and direct export channels reaching wholesale markets in Spain, Portugal, Italy, and Belgium, as well as the frozen and processed food industries. Revenue is generated through member dues and fees for services including training (e-learning campus at campus.proexport.es), a job placement platform (polinizajobs.com), technical advisory, sustainability programs, and internationalization support. The association also operates AgroCIFRAS, a data and communication platform publishing regional export statistics.
PROEXPORT operates as an industry-collective advocacy body, with formal memberships in FEPEX, EUCOFEL, AREFLH, 5Al Día, and CROEM, and co-organizes the Biofruit Congress at Fruit Attraction (IFEMA Madrid) with Ecovalia. Leadership consists of President Mariano Zapata and Director Fernando P. Gómez Molina, supported by department heads for technical and environmental affairs (María Dolores Molina) and Corporate Social Responsibility (Natalia López). Recent strategic actions include the 2024 bio-network pest control initiative, ongoing collaboration with the Spanish Association Against Cancer, and a November 2024 humanitarian distribution effort in response to the DANA catastrophe in Valencia.
PROEXPORT firmographics
Firmographics- Name
- PROEXPORT
- Legal name
- Asociación de Productores-Exportadores de Frutas y Hortalizas de la Región de Murcia
- Website
- https://proexport.es
- Company type
- Private
- Founded year
- 1975
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PROEXPORT is a Spanish non-profit association of 50 fruit and vegetable producer-exporters in the Region of Murcia, operating affiliated auction houses that commercialize 164,000 tonnes annually and providing collective training, sustainability, and regulatory advocacy services.
- Ownership category
- akta.pro rank
PROEXPORT industry classification
Industry- Product category
- Agricultural Producer-Exporter Association Services
- NAICS
- Fresh Fruit and Vegetable Merchant Wholesalers (42448), Fresh Fruit and Vegetable Merchant Wholesalers (424480)
- SIC
- Wholesale-Groceries, General Line (5141)
- akta.pro primary industry
- Foodservice / HORECA Produce Wholesale (AFAIACAI)
- akta.pro secondary industry
- Organic & Natural Packaged Grocery Wholesale (AFAIAJAB)
Keywords
Where PROEXPORT is headquartered
LocationHeadquarters
- HQ city
- Murcia
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
PROEXPORT business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Member dues and associative services: PROEXPORT generates revenue through membership fees and service provision to its 50 associated companies. Services include training, job board, technical advice, sustainability programs, and internationalization support.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
PROEXPORT product offering
Product offeringCore offering
PROEXPORT is the Association of Fruit and Vegetable Producers-Exporters of the Region of Murcia, a non-profit association representing 50 member companies that produce and export horticultural products including peppers, broccoli, artichokes, lettuces, melons, and watermelons. Its core service is coordinating the alhóndiga (auction) system through nine affiliated auction houses, complemented by training, a job board (Polinizajobs), technical and sustainability advice, internationalization support, and industry representation.
Product overview
PROEXPORT is an association of fruit and vegetable producers-exporters from the Region of Murcia, Spain, comprising approximately 50 member companies. The organization does not offer a unified software platform but rather provides collective services including training programs through its e-learning campus, a job placement service, and various sustainability and innovation initiatives such as the Connected Greenhouse project (INVERNADERO CONECTADO), Nuves (Sustainable Plant Nutrition), and biodegradable mulches research. The member companies commercialize their products through auction systems (alhóndigas) and direct export channels.
Differentiator
Problem solved
Functional benefit
Brands
- Nuves: Sustainable Plant Nutrition project focused on increasing efficiency in the use of nitrogen fertilizers in fertigation systems.
- AgroCIFRAS
- I+S PRO
Products and services
- PROEXPORT Association Membership and Member Services
Quantifiable outcome
- 164,000 tonnes commercialized through PROEXPORT-associated auction houses (82% of regional auction volume)
Companies that use PROEXPORT
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles2 records
PROEXPORT technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
PROEXPORT partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- FEPEX (Federación Española de Asociaciones de Productores Exportadores de Frutas y Hortalizas)corePROEXPORT is a member of FEPEX, the Spanish Federation of Associations of Producer-Exporters of Fruits and Vegetables, which represents the sector at the national level.
- 5Al DíaminorPROEXPORT is a member of the 5Al Día association, which promotes daily consumption of fruits and vegetables.
- AREFLH (Assembly of European Fruit and Vegetable Producing Regions)minorPROEXPORT is a member of AREFLH, the Assembly of European Fruit and Vegetable Producing Regions.
- EUCOFEL (European Fruit and Vegetable Association)minorPROEXPORT is a member of EUCOFEL, the European Fruit and Vegetable Association.
- CROEM (Confederación Regional de Organizaciones Empresariales de Murcia)minorPROEXPORT is a member of CROEM, the Regional Confederation of Business Organizations of Murcia.
- IFEMA / Fruit AttractioncorePROEXPORT co-organizes events at Fruit Attraction, the major international trade fair for fruit and vegetable sector held in Madrid, including the Biofruit Congress. IFEMA is the institutional organizer of Fruit Attraction.
- Ecovalia (Asociación Profesional Española de la Producción Ecológica)corePROEXPORT co-organizes the Biofruit Congress with Ecovalia, the Spanish Professional Association of Ecological Production, for the seventh consecutive year. They collaborate on analysis and debate regarding ecological fruit and vegetable production.
- NaturkostminorNaturkost, the main organic supermarket chain in Germany, participates as a speaker/dialogue partner in the Biofruit Congress co-organized by PROEXPORT, discussing sustainable practices in the field.
- VeritasminorVeritas, a leading chain of organic supermarkets in Spain, participates in the Biofruit Congress co-organized by PROEXPORT, engaging in dialogue on sustainability requirements in markets.
- ACES (Asociación de Supermercados)minorACES (Association of Supermarkets), whose members represent 16% of all organized food retail formats in Spain and reach 20 million citizens weekly, participates in the Biofruit Congress through its President Aurelio del Pino.
- Asociación Española Contra el Cáncer en la Región de MurciacorePROEXPORT signed a collaboration agreement with the Spanish Association Against Cancer in the Region of Murcia to promote oncology research, cancer prevention awareness, and patient and family support. PROEXPORT participates in events such as 'Murcia en Marcha Contra el Cáncer' and distributes fresh produce to participants.
- Universidad de MurciaminorPROEXPORT participated in the 'Día de las Universidades Saludables' (Healthy Universities Day) in collaboration with the University of Murcia, distributing fruits and vegetables to students and promoting healthy lifestyle habits.
- Junta Local Fallera de AlgemesíminorPROEXPORT established a distribution point in Algemesí in collaboration with the local fallas organization to support those affected by the DANA catastrophe in Valencia, distributing food, fresh produce, hygiene products, and other essential supplies.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
PROEXPORT competitors and assessment
Company assessmentBroad incumbents
- Dole plc: Global fresh produce leader formed from Total Produce/Dole combination. Broad incumbent that represents the international benchmark for fresh produce sourcing, distribution, and value-added services — comparable end-market position to PROEXPORT's exporting members.
- Greenyard: Belgian global market leader in fresh, frozen, and prepared fruit and vegetables. Broad incumbent that operates at the wholesale and processed-produce tier where PROEXPORT's auction buyers and member exporters also operate.
- Bonduelle: French global leader in processed and frozen vegetables, also parent of Florette (a PROEXPORT member). Broad incumbent that overlaps with PROEXPORT's downstream buyer base (the frozen food industry) and competes indirectly via member company Florette.
Direct peers
- Cooperativas Agro-alimentarias de España: Spanish federation of agricultural cooperatives that aggregates and represents producer cooperatives across Spain, including fresh produce. Direct peer to PROEXPORT as it represents Spanish agri-food producers in policy, sustainability, and commercial matters at national and EU level.
- FEPEX (Federación Española de Asociaciones de Productores Exportadores de Frutas y Hortalizas): National federation of Spanish fruit and vegetable producer-exporter associations, of which PROEXPORT is a member. Operates as a direct umbrella peer with the same association model, member representation, and advocacy mandate at the national level.
- EUCOFEL (European Fruit and Vegetable Association): European-wide fruit and vegetable association that PROEXPORT belongs to. Direct peer that coordinates EU-level lobbying and promotion activities for European fresh produce sectors.
- COEXPHAL (Asociación de Organizaciones de Productores de Frutas y Hortalizas de Almería): Almería-based association of fruit and vegetable producer organizations, the closest geographic and structural Spanish peer to PROEXPORT. Operates the same producer-association model for the adjacent Almería horticultural cluster.
- AREFLH (Assembly of European Fruit and Vegetable Producing Regions): European assembly of fruit and vegetable producing regions that PROEXPORT is a member of. Direct peer as it represents regional producer interests at EU level, sharing the same association-based advocacy and coordination model.
- Florette (Bonduelle subsidiary): Spain-based salad and fresh-cut produce company and one of PROEXPORT's 50 member companies. Direct peer/insider that represents how a PROEXPORT member commercializes fresh horticultural products into retail and foodservice channels.
Emerging players
- Veritas (Supermercados Veritas): Leading Spanish organic supermarket chain that participates in PROEXPORT's Biofruit Congress and represents the organic retail end of PROEXPORT's value chain. Emerging player with growing demand pull for organic produce from Murcia producers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
PROEXPORT social profiles
Digital presencePROEXPORT financial estimates
Financial estimateRevenue estimate
Valuation estimate
PROEXPORT leadership team
Management profileNumber of profiles
Profiles4 records
PROEXPORT funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PROEXPORT M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PROEXPORT
What does PROEXPORT do?
PROEXPORT is the Association of Fruit and Vegetable Producers-Exporters of the Region of Murcia, a non-profit association representing 50 member companies that produce and export horticultural products including peppers, broccoli, artichokes, lettuces, melons, and watermelons. Its core service is coordinating the alhóndiga (auction) system through nine affiliated auction houses, complemented by training, a job board (Polinizajobs), technical and sustainability advice, internationalization support, and industry representation.
Is PROEXPORT a public or private company?
PROEXPORT is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was PROEXPORT founded?
PROEXPORT was founded in 1975. It employs 11 to 50 people.
Where is PROEXPORT based?
PROEXPORT is headquartered in Murcia, Spain, in the Europe region.
How does PROEXPORT make money?
One revenue line is on record: member dues and associative services.
Who are PROEXPORT's main competitors?
Broad incumbents on record are Dole plc, Greenyard and Bonduelle. Direct peers are Cooperativas Agro-alimentarias de España, FEPEX (Federación Española de Asociaciones de Productores Exportadores de Frutas y Hortalizas), EUCOFEL (European Fruit and Vegetable Association), COEXPHAL (Asociación de Organizaciones de Productores de Frutas y Hortalizas de Almería), AREFLH (Assembly of European Fruit and Vegetable Producing Regions) and Florette (Bonduelle subsidiary). Veritas (Supermercados Veritas) is listed as an emerging player.
Does PROEXPORT have an API?
No public API is recorded for PROEXPORT.
What industry is PROEXPORT in?
PROEXPORT's product category is Agricultural Producer-Exporter Association Services. Its primary akta.pro industry code is AFAIACAI, Foodservice / HORECA Produce Wholesale, with a secondary code of AFAIAJAB, Organic & Natural Packaged Grocery Wholesale. Its NAICS code is 42448 and its SIC code is 5141.