- The event presented an Agro 4.0 perspective to explore new strategies and technologies that could support this new era of the agri-industry
OPPLUS, headquartered in Málaga TechPark, held the final edition of its 2025 Executive Campus. On this occasion, the Málaga-based company refreshed its usual conference format and opted for a series of presentations, as well as a roundtable in which speakers discussed the role of technology in improving the sector’s efficiency.
Attendees gathered at the Ágora hall of the OPPLUS Training Campus were able to listen to the insights of a panel of experts made up of Ana Sánchez, Director of Transformation at OPPLUS; José Vicente Mateos, Country Manager of Areté Iberia; Jesús Regodón, Head of Digital Tools at Grupo CAJAMAR; Joaquín Ortega, Director of the School of Industrial Engineering at the University of Málaga (UMA); and Víctor Fernando Muñoz, Professor of Systems Engineering and Automation at UMA.
Executive Campus has become a regular event at OPPLUS. On this occasion, Joaquín Ortega opened the session by providing context on the evolution of technology and agriculture, from its origins to the present day. He highlighted that “we are now seeing autonomous, efficient and predictive agriculture, where we can anticipate any problem that may arise.”
Next, José Vicente Mateos offered attendees an overview of the agri-market landscape, helping them understand price volatility and the importance of the social and economic context. He explained the role of “marketing intelligence, which seeks to bring together all available information and translate it into a predictive and statistical model that allows us to identify market trends and manage this volatility.”
Following the introduction to the agri-industrial market by the first speakers, Víctor Fernando delved deeper into technological applications in the sector. He presented the Agrobotics-Ditwins project, based on an ecosystem that promotes circularity and agri-robotics through the use of digital twins. “In the 5.0 phase of agricultural automation, technology must adapt to humans. That is why this project seeks to automate processes in co-creation with companies.”
On the other hand, Jesús Regodón emphasized a key aspect for the agricultural sector: innovation. “Agriculture faces many challenges: adapting to climate change, increasing yields, among others, and tackling them requires innovation: in the business model, in technology, in genetics, and even in how we produce and sell.”
To conclude, Ana Sánchez, host of the event, closed the series of talks by providing the perspective of a BPO in identifying solutions to support the agricultural sector. She also invited the audience to reflect on “not asking which technology to use, but how to work through processes so that transformation can take place as efficiently as possible.”
After the roundtable and Q&A session, attendees had the opportunity to participate in a networking session, where they exchanged ideas, explored strategic partnerships, and discovered new collaboration opportunities within the business ecosystem.