Here’s the translation to American English:
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During the Fruit Attraction fair, entrepreneur José Elías and entrepreneur Eric Ponce recorded a new episode of their podcast BLV, along with Jesús Muñoz, head of MuñozVal. The discussion, titled “Get Purple with Health: Functional Foods,” gathered more than a hundred professionals from the sector at the Fruit Forum in IFEMA, focusing on horticultural innovation, business vision, and consumer trends.
During the meeting, MuñozVal presented the purple carrot, an ancestral variety that the Valladolid-based company has reintroduced to the market. Jesús Muñoz explained that the original carrot was purple, and its popularity was lost in favor of the orange variety cultivated by the Dutch. However, a study by the CSIC has shown that this new variety has up to 34 times more antioxidant capacity, thanks to its high anthocyanin content. Elías emphasized that the product is very natural and, with scientific backing, can be effectively positioned in the market.
Muñoz announced that they have already cultivated 400,000 kilos of purple carrots, ready for commercialization, and expressed satisfaction with the positive reception this product received at the fair. He highlighted that attendees responded very positively to the tasting.
Aside from the novelty of the purple carrot, MuñozVal reaffirmed its identity as a family-owned business with over 40 years in the sector. Since its beginnings in an old cattle barn, it has become a benchmark in vegetable cultivation, guided by a strong commitment to quality and responsibility.
In the conversation, they also discussed the transformation the field has experienced in recent decades. José Elías expressed surprise at how quickly carrots were being processed during his visit to the company in Valladolid. Muñoz explained that the adoption of modern tools, such as planting machines, drones, and GPS systems, has optimized agricultural processes, achieving a 40% increase in yields and improved product quality.
Founded in 1986 and located in Valdestillas (Valladolid), MuñozVal specializes in the cultivation, conditioning, and distribution of carrots and leeks, covering 175 hectares of production with a workforce of 49 employees. The company supplies major distribution chains and maintains a strong commitment to quality and sustainability, supported by international certifications ensuring food safety. Additionally, it collaborates with the Madrid Food Bank, emphasizing its social commitment.
via: MiMub in Spanish
