General Assembly Valencia Entrepreneurs Association (AVE) convened this Wednesday amid debate over the role of business leadership within the region. Critics argued that the collective has not adequately represented private enterprise, pointing to notable figures such as Juan Roig, the head of Mercadona, and Vicente Boluda, the organization’s president, as symbols of a leadership driven by proximity to electoral cycles rather than genuine entrepreneurial support. Supporters countered that private initiative remains the engine of growth and opportunity.
In a show of bipartisan backing, the President of the Generalitat, Ximo Puig, joined the discussion to emphasize the close ties between government and employers. Puig claimed that the business world, including major investors, deserves fair treatment and that the prosperity of the Valencian economy hinges on the creation of quality jobs. “Without a company, there is no economic prosperity; without employment, there is no equal opportunity,” he said during the ceremony at l’Alqueria del Basket de València.
Puig also highlighted recent investments, such as the Volkswagen gigafactory attracted by the region, framing them as proof of the strategic importance of large family businesses represented by AVE. Previously, AVE president Vicente Boluda outlined the sector’s significant weight: 180 partners with 63% of the autonomous GDP, and his companies employing 290,000 people. He stressed that the election season has provoked political parties to target businessmen, a tactic he described as a sign that some do not fully trust private initiative.
Speaking to reporters before the AVE meeting, Boluda defended entrepreneurs against attempts to discredit them, insisting that the private sector should focus on creating jobs, guiding teams, upholding business ethics, and contributing to social progress. He called for a calmer public tone and for maintaining a clear separation between political life and institutional processes. Boluda also rejected the notion that businessmen were to blame for social tensions and reaffirmed his support for constructive dialogue with workers.
The assembly also featured discussions about accelerating infrastructure plans, including concerns about the Mediterranean Corridor and a unified national policy framework to support their implementation.
Joint Front of AVE and Murcia Demands Change in Funding, the Mediterranean Corridor and Transfers
New AVE partners were welcomed during the session, including prominent figures from hospitality and port management. Tony Mayor, former president of Hosbec and owner of Port Hotels, joined a growing group of Valencian business leaders. Other attendees included Adolfo Utor, Pedro López, Enrique Riquelme, Pablo Serna, Antonio Arias, Gianni Cecchin, and Jose Juan Fornés, among others, alongside Mait Anton, president of Alicante’s Family Business Association. Ministers and regional political leaders also attended, reinforcing a broad cross-party interest in business-friendly policy.
In attendance were regional political figures such as Raphael Climent and Arcadi Spain, plus Carlos Mazón and other opponents, underscoring the high level of engagement from across the political spectrum.
New Generation Funds
One striking finding from the gathering was that roughly 80% of AVE-associated companies do not participate in Next Generation Funds projects. The main reasons cited were perceived inaccessibility, unclear information, and opaque application processes. A survey of attendees highlighted persistent hurdles in securing Brussels-backed recovery resources.
Despite inflation and rising interest rates presenting ongoing challenges, the outlook for large Valencian family businesses remains cautiously optimistic. About 62% of those surveyed plan to increase employment, with another 32% intending to maintain current staffing levels.
Antonio Arias: “Entrepreneurs Must Exist and Other Regions Want a Juan Roig”
Looking ahead, most members expect to boost investments in Spain, with around 70% planning to reinvest profits. Politically, AVE members view Spain’s stability as a key factor; another year of uncertainty could hinder plans. The group is calling for measures to stimulate activity, create jobs, and launch new companies. Roughly three-quarters believe the national and regional economies will hold steady or improve, provided policy support is aligned with business needs.