Freshuelva is the industry association of Huelva’s strawberry producers and distributors. Its member companies account for around 95% of production in the sector. Since its founding, its statutory purposes have been the defence and promotion of the sector in Huelva; to fulfil these, Freshuelva performs functions and undertakes very diverse tasks, always with the ultimate goal of promoting the image of the product and improving the technology and structure of the sector, and, in doing so, improving growers’ profitability.