Romualdo Roca

Romualdo Roca is the director of Nuevo Abasto, Santa Cruz's major wholesale market for fruits and vegetables, which plays a crucial role in determining food prices in the region. With a background in law, he oversees the daily operations of the market, where up to 13,000 tons of produce are distributed each day. Roca has been instrumental in adapting the market's structure to meet the needs of both producers and consumers, fostering direct sales that bypass traditional intermediaries.