* Fruit Attraction has become a must-attend event for international buyers and suppliers. What key factors have contributed to the event’s incredible growth and reputation in recent years?
Since its creation, Fruit Attraction has been committed to being much more than just a trade fair. Our formula combines a clear international vocation, a strong business orientation, and a constant commitment to innovation and sustainability. Close collaboration with FEPEX and the support of the industry itself have been essential. In addition, the strategic location of Madrid as a global connection point, and the quality of the content and participants, have contributed decisively to consolidating the event as a world reference.
Fruit Attraction is a key platform for showcasing the export potential of Spain, as well as its capacity for innovation, food safety and sustainability. The trade fair not only makes the national offer visible to buyers from more than 150 countries, but it also facilitates the opening of new markets and reinforces Spain’s image as a reliable, efficient supplier with high added value. It is, without a doubt, a strategic internationalisation tool for the Spanish fruit and vegetable industry.
In this edition, we’ve carried out a strategic reorganisation of the halls to enhance the experience for attendees. We will be using 10 halls at the IFEMA MADRID exhibition centre, with a clearer sectorisation: odd-numbered halls will be dedicated to Spanish companies and Innova&Tech, while even-numbered ones will host exhibitors from Europe, America, Africa, and Asia.
We work all year to ensure a diverse and wide-ranging representation. Through the Guest Importing Countries programme, which is in addition to the powerful Buyers Programme which, with the collaboration of MAPA and ICEX, invites more than 700 buyers from all over the world, we promote the presence of key buyers from strategic markets. In addition, we offer accessible participation conditions for companies and SMEs, and promote cooperation with international industry associations. Our aim is to build an open, plural and global business space, where all the realities of the industry converge.
Indeed, innovation is one of the key pillars of Fruit Attraction. From the organisation point of view, we try to create spaces such as the Innovation Hub and the Innovation Awards, in addition to promoting awards that recognise innovation and facilitate the visibility of new technologies, products and services each year.
Fruit Attraction also continues to actively promote the Innova&Tech area, as a meeting point to present the most cutting-edge tools applied to the entire value chain.
We’re also enhancing the visibility of organic products, with specific initiatives designed to make them easier to identify and navigate. In addition, the Best Stand Awards return, now featuring new categories such as sustainability and a public vote.
These parallel programmes significantly enrich Fruit Attraction’s value proposition. On this occasion, the 8th edition of Biofruit Congress, the international congress on organic demand and sustainable supply, organised in collaboration with Ecovalia, will be held. Biofruit Congress aims to create a dynamic space for analysis, dialogue and knowledge exchange around innovation, sustainability and the development of organic markets, bringing together the main industry players at European level.
Other events will also be taking place, such Grappe Attraction or Fresh Food Logistics The Summit, which will be exploring the challenges, projects and trends in the temperature-controlled supply chain with the help of FMCG companies, manufacturers, retailers, logistics operators and sectoral organisations.
With the tomato featuring as this year’s star product, the programme of activities surrounding it will be focused on its nutritional value, economic impact and geopolitics in international trade. There will be round table discussions, tasting sessions, crop demonstrations and market analysis, including the EU-Morocco agreement and its effect on EU production.
The technical conferences and congresses offer specialised content, promote the exchange of knowledge and foster new opportunities for collaboration, complementing the commercial dimension of the trade fair with a more strategic and innovative approach.
