Mercedes Iborra

CEO at VisualNAcert (Rafel Bunyol, Valencia)

Mercedes Iborra is a third-generation farmer and an agricultural engineer who studied at the Polytechnic University of Valencia. She has developed her professional career by combining various business experiences.

In 2000, she and her sister Lucía Iborra founded Norma Agrícola, a food traceability and safety certification body. In 2014, they created VisualNACert, an AgTech company on a mission to digitise agriculture and bring technology closer to farmers. Farmers use VISUAL's technological solutions to produce food in a sustainable way, making better use of natural resources. These solutions provide farmers with access to land observation technologies, sensors and databases that help them make better decisions and improve their analytical capacity. Information management at the service of agriculture.

She has received notable recognition, including the National Entrepreneur XXI Award in 2018, which enabled her to participate in an acceleration programme at the University of Cambridge, as well as the Women StartUp Award in the ScaleUp category in 2024.

In 2025, she and her sister Lucía were included in Forbes Spain's list of the most creative people in business, thus consolidating their roles as leaders in agricultural innovation.