The Valladolid-based MuñozVal company, with a distinguished track record of more than four decades in the horticultural sector, will present its new flagship product: the purple carrot, at the eagerly awaited Fruit Attraction 2025 edition. This important industry event will be held at IFEMA Madrid from September 30 to October 2, establishing itself as the ideal platform to showcase this ancestral variety that seeks to revolutionize the market and the perception of carrots.
An innovative study carried out by the Institute of Food Science and Nutrition Technology (ICTAN-CSIC) has supported the properties of MuñozVal's purple carrot, revealing its anthocyanin content, which provides an antioxidant capacity up to 34 times greater than that of the conventional orange carrot. Anthocyanins, responsible for the distinctive purple color, are recognized for their potent antioxidant effect. Additionally, this variety preserves the carotenoids and provitamin A benefits that are typical of the traditional carrot.
During the fair, MuñozVal will be present as a co-exhibitor in the Tierra de Sabor space, located in Pavilion 3 (stand 3C07A), where it will present various consumer applications of the purple carrot. It will also feature the live recording of the podcast 'Búscate la vida' with the participation of Jesús Muñoz, the company's leader. There will be a discussion of innovation and sustainability in the sector, with a focus on consumer trends and the novelty of the purple carrot. This event will be broadcast live on September 30 at 3:30 PM from the Fruit Forum.
MuñozVal's purple carrot will also compete at the Innovation Hub Awards 2025, in the Fresh Produce category, showing its potential alongside other innovations in the competition that will be held in the connecting area between pavilions 5 and 7.
Established in 1986 in Valdestillas, Valladolid, MuñozVal stands out as the first operator to offer purple carrots in the Spanish market year-round. With 175 hectares dedicated to cultivation and a system of staggered plantings, it guarantees a constant supply for both wholesale trade and the food industry, positioning itself as a reliable and high-quality supplier.
Committed to quality, innovation, and sustainability, MuñozVal has international certifications such as GLOBALG.A.P. and IFS Food. In addition, its social responsibility is evident in collaborations with the Madrid Food Bank and circular economy projects such as Remolonas.
