Back to agenda The Value of Origin: Opportunities in Defending Rural Production within Supply Chains Mon 16 Feb | 12:45 - 13:15 The Kitchen Lab by Estrella Damm Premium VIP Pass Understanding the importance of protecting rural production as the foundation for sustainable, resilient, and fair food systems is not only ethical or necessary, but also strategically valuable in today’s value chains. Speakers Myriam Rodríguez Corporate Director of Purchasing Vincci Hoteles Merche Vidal Compañía del Trópico Manuel Rojo Compañía del Trópico Asier Beato President Confederación de los mercados tradicionales de España Moderators Eric Mass Business Advisor Excelencia en Compras