EU4Advice General Assembly in Valencia: Three Days of Collaboration, Innovation, and Learning

From October 14th to 17th, 2025, the EU4Advice consortium gathered in Valencia, Spain, for its General Assembly Meeting, hosted by Fundación Entretantos. The meeting combined field visits, strategic planning sessions, and collaborative workshops, strengthening the network’s mission to enhance advisory systems and innovation in European agriculture.

Local Innovation at Mercaflor, Horta-Cuina and Sà i Fresc

The activities began on October 14th with a field visit organised by CERAI (Centre for Rural Studies and International Agriculture), a non-profit organisation that promotes agroecology, food sovereignty, and sustainable rural development. The consortium learnt how Mercaflor works thanks to Pedro Lloret. 

Partners also discovered some inspiring initiatives that bridge sustainable farming, local food systems, and social inclusion. One of them was Horta-Cuina, led by Iván Guimerá, where participants learned about this innovative project that connects local farmers with restaurants, schools, and consumers through short food supply chains. We were at Merca Valencia with Iván, who explained that Horta-Cuina promotes agroecological production and responsible consumption, fostering cooperation between rural and urban communities while supporting small-scale producers.

After the visit, Bruno Muñoz Alonso, founder of Mastika L’Horta, kindly invited us to enjoy a meal at his farm, prepared with products from his own fields. Bruno is a clear example of how the food supply chain can be shortened. Mastika L’Horta is an ecological farm and direct-to-consumer online shop based in the Valencia region of Spain. They focus on growing and delivering 100% certified organic vegetables and fruits, with minimal intermediaries.

In the afternoon, the consortium visited Sà i Fresc, a farmer-led cooperative that delivers fresh, seasonal, and locally grown produce directly to consumers. The team met Julio Quilis, a key figure behind the initiative, who shared insights into how the cooperative supports fair prices, transparency, and sustainable farming practices.

These visits were followed by a workshop led by Germinando (a non-profit social cooperative based in Madrid, Spain, that works at the intersection of agroecology, territorial development, social entrepreneurship and ecosocial education)and CERAI, reflecting on the replicability potential of such community-based food models across Europe.

Consortium Meeting (From the 15th – 17th of October)

The General Assembly sessions took place on October 15th to 17th at Ca Revolta, a cultural hub in Valencia’s city centre. The consortium reviewed progress across all work packages (WP1–WP8), discussed strategies to achieve key performance indicators (KPIs), and aligned on plans for the upcoming year.

Each partner presented updates on their areas of work (from policy engagement and communication strategies to monitoring and training pilots in the project’s Living Labs (LLs). Special focus was placed on strengthening advisor networks, policy engagement campaigns.

The meeting also featured working sessions and advisor engagement strategies, along with a guided tour of Valencia’s historic centre, offering a glimpse into the city’s cultural richness.

The final day, October 17th, was dedicated to forward-looking discussions on Living Lab governance, exploring sustainable models for advisory systems and cross-sector collaboration. Participants also shared feedback on the piloting of training content and tools, setting the foundation for future project milestones.

As the General Assembly concluded, the consortium reaffirmed its shared commitment to strengthening Agricultural Knowledge and Innovation Systems (AKIS) across Europe, ensuring that innovation, sustainability, and inclusiveness remain at the core of EU4Advice’s mission.