On the 17th and 18th September, a delegation of executives and representatives from FMRE member companies travelled to Málaga as part of the ‘Inspiring Visits’ organised by the Brands Forum to gain first-hand insight into Málaga’s technological and business ecosystem and engage in high-level institutional meetings.

17th September: Málaga TechPark, AirZone, Polo Nacional de Contenidos Digitales (National Digital Content Hub) and 42 Málaga Fundación Telefónica

The day began with a visit to  Málaga TechPark. This park has been boosting innovation in the region for more than three decades, gathering more than 700 companies, including several multinational technology firms. Acting as a centre for transferring knowledge in partnership with the University of Málaga, it has created more than a hundred new businesses each year within its ecosystem.

Once there, Natalia Pérez, Director of Communications, Innovation and Institutional Relations at Málaga TechPark; Eduardo Valencia, Managing Director of the Innova-IRV Foundation; Ezequiel Navarro, President of the Innova-IRV Foundation and CEO of Premium; and Pablo Alifano, Managing Director and Country Head of Talan for Spain, Poland and Latin America, welcomed the attendees, presenting the technology park’s ecosystem and engaging in a discussion with the audience on innovation and competitiveness.

The delegation then visited AirZone, a Málaga-based brand belonging to Corporación Altra that specialises in climate control systems, operates in over 60 countries, and focuses on improving comfort and energy efficiency in buildings. Mari Carmen González, Managing Director of Markets and Corporate Development, and Pedro Lorca, Managing Director of Product, gave a presentation on the company and discussed with attendees the international reach of Spanish companies.

After a networking cocktail lunch, the afternoon continued at the Polo Nacional de Contenidos Digitales, driven by Promalaga that promotes the audiovisual and digital sector through specialist laboratories focusing on virtual and augmented reality, motion capture, audiovisual recording, graphic design, and 3D printing, providing services to start-ups and companies in the sector

The same compound is home to 42 Málaga Fundación Telefónica, a completely free programming campus with no teachers or lectures, based on peer-to-peer learning and open to anyone of legal age, regardless of whether they have previous experience. The tour was led by Ignacio del Arco, Head of Training at the National Digital Content Hub.

Friday ended with a presentation entitled ‘Innovation, Productivity and Competitiveness’ by Ezequiel Navarro, who argued that a brand is the intangible asset that best safeguards profit margins, but only as long as innovation sustains it: cases such as Nokia, Fagor, Volkswagen and Honda show that no renowned brand is immune to the ‘trap of success’. Navarro highlighted the structural productivity gap that Spain continues to face compared with the leading European economies and advocated a firm commitment to open technology as a lever for sovereignty and competitiveness.

18 September: Málaga City Council and TROPS

As part of these ‘Inspiring Visits’, a meeting of the AMRE Board of Directors took place at Áurea Palacio de la Tinta, part of the Hotusa Group, a member of the Brands Forum.

This was followed by an official reception in the Hall of Mirrors at Málaga City Hall, attended by the city’s mayor, Francisco de la Torre, who welcomed the FMRE delegation and highlighted Málaga’s role as a prime example of a ‘territorial brand’: a city which, in just over two decades, has evolved from a tourist destination into a leading European technology centre, capable of attracting investment, international companies and digital talent whilst undergoing a profound cultural transformation. It is precisely this combination of a strong business community, a commitment to technology and a rich cultural offering that makes Málaga a prime example of how to build a regional brand across multiple sectors simultaneously.

Meanwhile, Sofía Osborne, president of the FMRE, thanked the mayor and his team for their commitment and support in organising the Forum’s programme in Málaga.

Afterwards, the attendees travelled to Vélez-Málaga to visit TROPS, an FMRE-affiliated company specialising in avocados and mangoes, which brings together more than 3,000 farmers and has its own production facilities in southern Spain, Portugal and South America, with a commercial presence in more than 25 countries.

Company president David Sarmiento welcomed the attendees, whilst general manager Víctor Luque delivered a presentation entitled ‘TROPS: from the field to a leading brand’. TROPS’ mangoes and avocados combine technological innovation with a firm commitment to the sustainability of the SDGs to demonstrate that ‘buying good fruit is not a matter of luck but a matter of brand’, proving that with ‘The mangiest mango’ and the ‘Always just ripe’ avocado (‘If it’s TROPS, it’s plenty of fruit’), an excellent product is guaranteed, ripened on the tree and environmentally friendly.

The visit continued with a tour of the production, handling, and packaging plant, during which those present were able to see firsthand TROPS’ commitment to innovation and the use of advanced technology in fruit processing, ensuring its freshness and quality. A tasting of fresh mangoes of different varieties was, of course, a must, given that it was the height of the mango season.

The ‘Inspirational Visits’ organised by the FMRE have a twofold aim: to promote the exchange of knowledge, insights and experiences amongst member executives and business leaders, and to introduce members to projects and initiatives from other companies that may act as a reference and source of inspiration.