Innovate, the new way of farming. This was the slogan we identified with so strongly and that led us to travel to Málaga to attend Expo AgriTech 4.0 2025, an event that brought together more than 8,000 professionals from the agricultural sector with the aim of exploring how innovation is transforming the field.

Being present at this trade fair allowed us to closely follow the latest trends in advanced farming machinery, smart irrigation, precision agriculture, and sustainability applied to agriculture, key factors that will shape the agriculture of tomorrow.

For its part, software applied to agriculture played a leading role at AgriTech, with real-life cases being presented involving AI for crop optimisation, robotics with artificial vision to improve post-harvest quality, and immersive training with virtual reality for tasks such as precision pruning.

Producers are facing an increasing number of challenges: heat waves that last longer over time, more resistant pests, plants with little genetic variation, and many other challenges that arise as this sector advances. In such a changing and challenging environment, innovation is key to tackling water efficiency, climate change, and generational renewal, among other difficulties, which is why we devote significant efforts to R&D.

Always committed to the future of farming, now reflected more than ever in data, technology, and talent.