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Today, berry crops are constantly available 12 months a year, on supermarket shelves and the supply chain is the key to meeting this gigantic challenge, putting healthy, high quality fruit on the shelves.

However, quality starts in the field, where the fruit is harvested, and post-harvest management and quality that reaches the supply chain depends on the work that growers and technicians do every day to maintain and improve the quality of our beloved berries.

With this in mind, Green Smile and Hortitool Consulting, are introducing for autumn 2021, the MBC Berries Post-Harvest Masterclass online. Manuel Madrid, Fruitprofit, from Spain and Daniela Segantini, Rubus R&D Specialist, from Italy will be the speakers during this masterclass.

With the help of these 2 international experts, an in-depth approach and analysis of the key factors for maintaining the post-harvest characteristics of berries arriving on supermarket shelves will be brought to the berries community worldwide in October and November 2021.

This special, intensive course will help growers, agronomists and packaging centre managers to learn and anticipate problems and bring solutions to their daily problems.




Dr. Madrid has extensive experience in tropical crops (bananas, pineapples, mangoes and papayas), subtropical fruits
(citrus fruits, avocados, pomegranates), table grapes and berries (strawberries, raspberries, blackberries, blueberries).
It has led development projects in North and South Europe, North Africa (Morocco, Tunisia), South America (Colombia, Brazil, Chile, Ecuador, Peru), Central America (Costa Rica, Guatemala, Honduras, Panama), USA, Mexico, Russia and the Philippines.

He has 30 years of experience in R&D and business development in fresh fruit. Since 2005, he has worked in the berry industry
as Research Manager for Driscolls Europe and Research and Quality Manager for the San Lucar Group. He currently works with leading berry producers in Peru.

Dr Madrid has a Master’s degree in Horticulture from the University of California, a Master’s degree in Agricultural Engineering from the Swiss Federal Institute of Technology, a PhD in Business Administration from Bradford University and an MBA from IMD Switzerland.


Daniela Segantini is an agronomist and holds a Master and PhD in Horticulture from the University of São Paulo State (UNESP, Brazil). She worked as a visiting researcher at the University of Arkansas, USA, where she collaborated on projects focusing on Fruit Breeding and Food Science.

He has experience with blueberries, blackberries and raspberries. His main areas of work include breeding of berries, post-harvest, fruit quality and sensory analysis.

Object Post-harvest for berries
Period 28 October 2021 – 25 November 2021
Target audience Producers, agronomists, warehouse managers
Unfolding Modules of 45 minutes + 20 minutes of Q&A to be held every Tuesday and Thursday from 18.00 hrs.
Purpose Bringing to the berries community worldwide an in-depth approach and analysis of key factors that must continue to improve the post-harvest characteristics of berries that reach supermarket shelves.
Price € 200 for one module
€ 450 for the complete course
Language English
Organisers Greensmile and Hortitool Consulting




Siham ZAHIDI – Head of Business Development, GREEN SMILE
[email protected]
Mob: + 212 (0) 6 60 300 311


Berries Post-Harvest Masterclass

There is an early bird discount for early registration.