Mercamadrid, Spain’s largest platform for the distribution, commercialization, transformation, and logistics of fresh food, in collaboration with Eatable Adventures, selected five innovative proposals in the areas of logistics, sustainability, traceability, and packaging.

Madrid, June 28, 2023 – Mercamadrid, the largest fresh food distribution, commercialization, processing, and logistics platform in Spain, celebrates the Demo Day of its first international call for innovation, in partnership with the accelerator Eatable Adventures. The Smart Food Future Innovation Challenge is the first initiative carried out by the new Mercamadrid Innovation Hub, providing innovative solutions to real challenges posed by companies within Mercamadrid. The focus areas for this challenge were logistics, packaging, and waste valorization.

During this event, five startups showcased their proposals to companies, with a focus on optimizing transportation routes in terms of sustainability and cost, as well as identifying traceability systems for goods. In the packaging area, they presented proposals aimed at improving food preservation, extending shelf life, and considering sustainability factors. Lastly, the challenge also aims to valorize waste and food scraps by transforming them into raw materials or creating new products, which included exploring options for reusing packaging materials.


Startups and Innovative Solutions 

  • Etheclo is a Belgian IoT (Internet of Things) and supply chain company specializing in logistics, focusing on ensuring the proper, safe, and eco-friendly delivery of temperature-sensitive products to customers. They have developed an innovative insulated box that enables the transportation of temperature-sensitive goods over extended periods while maintaining their required conditions.
  • BooBoo is the first 100% digital logistics operator that provides a national transportation network to its customers. Through the use of Artificial Intelligence, they optimize package and pallet shipping processes, finding the best route for their clients in real time. 
  • Qaleon is a technology company that specializes in Artificial Intelligence and Business Intelligence solutions. Their core focus is on adding value to data by transforming raw information into actionable knowledge. They provide technological and business solutions to help companies maintain a competitive edge in the market.
  • Smart Monkey is a company that offers AI software solutions aimed at optimizing delivery and pickup routes. Their technology helps in reducing costs and decreasing CO2 emissions by more than 30%.
  • Ebs has a disruptive business model that revolves around micro-livestock farming of insects. Their unique approach directly impacts global sustainability by generating high-value bioactive products for animal feed and ecological fertilizer for agriculture. 

The selected startups now have an exceptional opportunity to collaborate closely with Mercamadrid, effectively applying their innovative solutions to meet the specific needs of Spain’s largest platform for the distribution, commercialization, transformation, and logistics of fresh food. This strategic collaboration will enable the startups to leverage Mercamadrid’s robust infrastructure and extensive logistics network, while also benefiting from its deep knowledge and expertise in the sector. By working together, the startups and Mercamadrid can drive meaningful advancements and create a positive impact on the fresh food industry.

This milestone propels Mercamadrid towards becoming an innovative ecosystem that brings global value to the entire fresh food sector.

The Foodtech accelerator proudly unveils two exceptional additions to its executive team, who are well prepared to strengthen its financial infrastructure and enhance its unparalleled talent.

 Eatable Adventures, one of the leading Foodtech accelerators, has proudly reinforced its executive team with the expertise of Miguel Ángel Torres, who now assumes the role of CFO, and the leadership of Juan Carlos Fernández, appointed as the Head of People and Culture. These two strategic appointments enhance the company’s business structure, accelerating its growth and expansion not only within Spain but also across thriving international markets.

Miguel Ángel Torres has 20 years of experience in the financial field. He has led projects in various multinational environments, particularly in the retail, fintech, and business advisory sectors. Previously, he worked as an auditor at PricewaterhouseCoopers, where he held diverse financial responsibilities. Additionally, he served as the VP of Finance for the Darty Group in Spain and Portugal, as well as CFO for several technology startups. A graduate in Economics from the University of Granada, Torres is also a Certified Auditor and holds an MBA. Throughout his professional career, he has co-founded several projects and startups.

In his new role as CFO of Eatable Adventures, Miguel Ángel Torres will lead the financial management of the company and its investments in agrifoodtech startups, channeled through various acceleration programs that the company has launched in Spain, Italy, Colombia, and other markets. “I am excited to embark on this new project. The investment prospects in Foodtech for the next 10 years are excellent, not only due to the significant contribution of the agrifood sector to countries’ GDP but also because of increased social and environmental awareness regarding the long-term impact that food has on our health and the planet,” commented Torres.

Furthermore, the company has renewed its commitment to nurturing its global talent and fostering an efficient, inclusive, and growth-driven corporate culture with the addition of Juan Carlos Fernández as Head of People and Culture.

Fernández has built his professional career in multinational companies and technology scale-ups, holding key roles such as Talent Manager, leading international teams at companies like Domestika and Konica Minolta. With his extensive experience in the field of human resources, Fernández has developed a deep understanding of best practices in human capital management. He holds a degree in Law from the University of Oviedo and has a Master’s in HR Management and HRCI certification.

“The work of Eatable Adventures has an impact on people’s lives and the future of the planet. My role is to contribute to generating the same positive impact within its team by implementing professional development programs and best practices to take care of the well-being of its employees, collaborating in the sustainable growth of the organization in all the markets in which it operates,” explained Juan Carlos Fernández.

This team expansion adds to the recent additions of Alberto Barbari as Program Director in Italy and Julia Espeso as Ecosystem Director, consolidating the strategic plan for national and international expansion of the foodtech accelerator. Eatable Adventures already has operations on four continents and physical offices in Madrid, Barcelona, Bilbao, Verona, London, and San Francisco. The company promotes the adoption of new technologies in the sector through 40 annual corporate and government programs in Europe and Latin America, 10 acceleration and incubation programs, and a network of over 25,000 entrepreneurs, with the purpose of ensuring global food security.