Fruit Attraction stands as a hub of business, innovation, knowledge, and diversity. The event, now in its 14th edition, took place from October 4 to 6, and it surpassed pre-pandemic records set in 2019, marking it as a historic milestone in the fruits and vegetables sector.
Organized by IFEMA MADRID in collaboration with FEPEX, the Spanish Federation of Exporters’ Associations of Fruits, Vegetables, Flowers and Livestock, the fair drew together 1,800 companies and about 90,000 visitors from 130 countries across eight pavilions at the Fairground. Madrid emerged as the global focal point for the fruit and vegetable industry, underscoring the fair’s role as a dynamic engine for internationalization and a premier meeting place for professionals across the entire supply chain. The strong participation rate also highlighted the emergence of new companies, which now account for over 19 percent of the total presence.
The event’s footprint extends beyond national borders, with companies from 55 countries contributing to its status as a major platform for global marketing and distribution. Spain’s leadership in this market is reflected in a broad national participation, with nearly every autonomous community that grows fruit and vegetables represented at Fruit Attraction. The fair is recognized as a powerful catalyst for business opportunities, helping to lower barriers and open doors to new markets.
Buyer magnets and international impact are central to the experience. The fair showcases a robust European presence with participants from France, Italy, the Netherlands, the United Kingdom, Belgium, Portugal, Poland, and Germany. An expanding roster includes Colombia, Peru, Chile, the United States, and India, with notable growth in participation from several African nations, including Kenya, Guinea, and the Ivory Coast. This mix underscores Fruit Attraction as a pivotal event for production, marketing, and global distribution in the agri-food sector.
A core objective of the show is to enable international expansion. IFEMA MADRID collaborates with the Ministry of Agriculture, Fisheries and Food and ICEX, continuing a strong investment in the International Guest Program. This initiative brings 700 buyers from 70 countries to Madrid and engages wholesalers who inject additional energy into the trade show dynamic. The scope of international involvement is further broadened by the Guest Importer Country program, which spotlights markets such as the United Arab Emirates, Saudi Arabia, Vietnam, and Canada. Through targeted roundtables, guided tours, and structured B2B sessions, Fruit Attraction creates direct pathways to these markets.
Another notable element is the introduction of the Guest Zone, a concept first launched to showcase regional diversity and elevate production profiles from different parts of Spain. This year the initiative highlights Andalusia, offering a strategic platform to promote the region’s robust production and high-quality fruit and vegetables on a worldwide stage.
Special areas at the fair reflect the breadth of the industry. Around 90,000 professionals from wholesale and retail channels, distribution networks, importers and exporters, logistics, hospitality, and related sectors gather to explore opportunities. Fresh products dominate the exposition, accounting for the largest share of offerings at about 70 percent, followed by the auxiliary industries that cover seeds, fertilizers, phytosanitary products, and packaging. The Fresh Food Logistics platform and the fair’s 100 percent occupancy zone further emphasize the sector’s emphasis on efficiency and reliability across the supply chain.
One highlight is the Factory Chef section, a culinary zone that hosts live cooking demonstrations and showcases that blend gastronomy with industry expertise. Fruit Attraction also continues to expand its focus on transformation through innovation, sustainability, and digitalization. The Smart Agro Area and Biotech Attraction present new products and technologies in agrobiology and plant biotechnology, illustrating how data, automation, and advanced production methods are applied to the fruit and vegetable sector. The Ecorganic Market area remains a dedicated space for organic product trading and export activity, reflecting growing consumer demand for sustainable choices.
In addition to these features, the Innovation Center and Innova Forum serve as hubs for industry innovation and business news. The fair again presents the Innovation Center Awards to recognize achievements in fresh products, the fresh produce and vegetable industry, and sustainability initiatives. The event also houses the Factory Chef space, reinforcing the connection between culinary arts and provide opportunities to showcase industry innovations through engaging demonstrations and interactive food experiences.
This edition underscores Fruit Attraction as a vibrant professional forum that blends commerce with knowledge sharing. It emphasizes a forward-looking approach to the fruit and vegetable supply chain, highlighting collaboration between producers, distributors, consultants, and technology providers as they pursue efficiency, quality, and new market access. The event continues to position Madrid as a global stage for the fruit and vegetable community, where buyers, sellers, and policymakers exchange ideas, discover innovations, and forge enduring business relationships that span continents.