SanLucar set to shine at Fruit Attraction 2025

SanLucar will return as one of the largest exhibitors at Fruit Attraction 2025, taking place September 30 to October 2 in Madrid. The international premium fruit and vegetable brand will showcase its vertically integrated supply model, sustainability-driven packaging innovations, and new marketing campaigns at its exhibit in Hall 8, Stands 8B01 and 8A01.

The company’s trade show theme, “Fly off into a fruit adventure,” will feature the latest edition of its ongoing Disney marketing partnership — this year highlighting Aladdin. The adjacent showroom will include demonstrations of new convenience technologies and retail packaging formats aimed at enhancing in-store presentation and product functionality.

“Our mission is to continually redefine the shopping experience in the fruit and vegetable aisle – with innovative and tasty premium products, sustainable packaging solutions, and emotional brand concepts such as our regular Disney campaigns,” said Armin Rehberg, CEO of SanLucar. “Fruit Attraction is the perfect stage for us to show how we represent the entire value chain and combine enjoyment, responsibility, and innovation.”

On-Site innovations

One of the highlights at the SanLucar showroom will be the company’s updated pineapple preparation machine, which now features an enlarged viewing window and integrated mosquito barrier. The machine processes whole pineapples into ready-to-eat cubes within seconds and packs them into dual-portion containers designed for portability and freshness.

The company will also unveil its latest retail-ready packaging, including:

• “Paper nature bag” for grapes

  
  

• “Nature bowl” formats for blueberries, tomatoes, and cherries

• Cardboard trays for strawberries (14.1 oz and 8.8 oz options)

According to SanLucar, these packaging solutions are designed to enhance product visibility and reduce environmental impact through sustainable materials and user-friendly design.

Other featured products will include mixed berry packs (raspberries and blueberries), an expanded fresh potato offering, and premium olive oil — all positioned as part of a modern produce aisle offering that balances taste, convenience, and environmental responsibility.

Focus on production and partnership

SanLucar emphasized its dual role as both brand marketer and grower, with a focus on strengthening long-term relationships across the value chain.

“It has always been important to us to show that SanLucar is an authentic, trusted premium brand and more than just a marketing product,” Rehberg said. “Cultivation and SanLucar premium quality are the core elements for doing things in a way we can be proud of. And it’s great to see that we receive wonderful appreciation from the entire industry for this.”

SanLucar operates its own farms globally and partners with independent growers through programs focused on fair pricing, sustainability, and joint quality management. The company will also present updates on its large-scale farm project in La Cariñena, Spain — currently described as the country’s largest fruit-growing initiative.

Rehberg added that SanLucar welcomes dialogue with retailers and growers interested in added-value strategies, new varieties, and collaborative development of vertically integrated supply programs.