Opinion | Fruit Attraction: 18 years strengthening the global fresh produce industry

By María José Sánchez, Director of Fruit Attraction

In 2026, Fruit Attraction reaches a significant milestone: its 18th anniversary. More than a symbolic coming of age, it marks the maturity of a trade fair that has grown alongside an industry that continues to evolve, innovate and strengthen its position as a strategic pillar of the global agri-food economy.

When Fruit Attraction was launched in 2009, it was created with a clear purpose: to provide the fruit and vegetable sector with a powerful platform to support international growth and expand market opportunities.

The partnership between IFEMA MADRID and FEPEX laid the foundations for a unique business-focused model designed to connect every link in the value chain and generate tangible commercial outcomes. Today, that model not only remains firmly in place, but has been continuously refined and strengthened over time.

The fair’s development has mirrored the transformation of the industry itself. What began as an event primarily focused on products has evolved into a global platform bringing together production, marketing, logistics, innovation, and specialized services. This evolution has naturally accompanied the transformation of an industry that is becoming increasingly technology-driven, international, and demanding.

The confidence and commitment of the industry have been central to this journey. Today, Fruit Attraction is firmly established as one of the leading events on the international fresh produce calendar, attracting thousands of companies and professionals who see Madrid as an efficient and highly productive environment for doing business. The city’s exceptional connectivity and international appeal further strengthen its role as a global hub for the industry.

Equally important has been the ongoing collaboration with FEPEX. Its deep understanding of the sector and close relationship with growers, exporters, and industry stakeholders have ensured that Fruit Attraction remains aligned with the real needs of businesses and continues to evolve in the right direction. This partnership remains one of the event’s greatest strengths.

The internationalization of Fruit Attraction

As Fruit Attraction enters this new phase of maturity, the 2026 edition represents another step forward. Covering 162,000 square meters of exhibition space, the event reaffirms both its scale and its international reach. Yet our ambition extends beyond growth in numbers. The focus is on delivering greater value: a more useful, more efficient and increasingly results-driven platform for exhibitors and visitors alike.

Internationalization will remain at the heart of our strategy. Professionals from around the world will once again gather in Madrid, supported by a powerful International Guest Buyers Program that facilitates direct engagement with key decision-makers and purchasing executives from major markets.

Innovation will also continue to play a central role. Dedicated areas such as Innova & Tech and the established Innovation Hub showcase the latest technological developments shaping the future of the industry. At the same time, logistics is gaining increasing prominence through initiatives such as Fresh Food Logistics, reflecting the sector’s growing focus on competitiveness across global supply chains.

A meeting point for the industry

Beyond its role as a business platform, Fruit Attraction has become a major center for knowledge and thought leadership within the fresh produce industry.

The event’s forums and technical conferences will once again bring together experts, companies and institutions to explore the most relevant challenges and opportunities facing the sector. These sessions provide a valuable space for sharing expertise, exchanging perspectives and anticipating the trends that will define the future of fresh produce.

Initiatives such as the annual Featured Product, which will focus on potatoes in 2026, further contribute to market insight and industry visibility, highlighting key categories and fostering deeper understanding of strategic segments.

Turning 18 is more than a symbolic milestone. It confirms the success of a shared project that has grown with the industry and because of the industry.

As we look to the future, Fruit Attraction remains committed to the same mission that inspired its creation: to serve as a platform that creates value, anticipates change and helps drive the continued global development of the fruit and vegetable sector, year after year.

*All images courtesy of Fruit Attraction. 

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