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Fruit Attraction 2022: world horticultural capital

Madrid is once again the world fruit and vegetable capital thanks to the 14th Fruit Attraction fair.
Primaflor stand fruit attraction

The sector’s largest international event, organised by IFEMA MADRID and FEPEX, has managed to break all records this year with the participation of more than 1,800 exhibiting companies from 55 countries, a forecasted attendance of 90,000 professionals from 130 countries, and the occupation of more than 58,000 square metres of exhibition space. There will be a total of 8 pavilions, which is a 38% increase in occupation compared to last year, in addition to surpassing the pre-pandemic parameters of 2019. An increase that is also derived from the incorporation of new companies, whose weight exceeds 19% of total participation.

This highly positive data highlights the growing interest on the part of the fruit and vegetable sector for participating in the sector’s largest business centre, and its support for promoting Fruit Attraction as an essential tool of internationalisation, and a meeting place for all professionals making up the entire supply chain.

Spain’s great potential as a world leader in the fruit and vegetable market will be felt in its national participation, with the presence of practically all Spanish autonomous regions that produce fruit and vegetables. This confirms Fruit Attraction as an effective tool for generating business opportunities and accessing new international markets.

In relation to its impact on international participation, 55 countries are represented this year, which confirms Fruit Attraction as a key commercial event for global production, marketing, and distribution. In addition to the strong presence of European companies from France, Italy, the Netherlands, United Kingdom, Belgium, Portugal, Poland and Germany, there is the clustered participation of Serbia, and of other countries such as Colombia, the United States, Korea, Peru, Chile, South Africa and India, and an increase in African participation, especially form Kenya, Guinea, and Ivory Coast.

Purchasing programme

One of Fruit Attraction’s main objectives is providing a platform for international promotion and expansion. In this regard, IFEMA MADRID, with the collaboration of the Ministry of Agriculture, Fisheries and Food, and ICEX, is once again investing strongly in the Programme of International Guests, which is bringing to Madrid 700 purchasers from 70 countries, directors of retail purchasing, importers, and wholesalers that add a special energy to the fair’s business. In addition to his programme, there is the “Guest Importer Country,” which features the United Arab Emirates, Saudi Arabia, Vietnam, and Canada this year.

Andalusia, Guest Region

One of the fair’s new features is the Guest Region. An initiative that starts with Andalusia, being a wonderful opportunity and excellent occasion for promoting the region as a global leader in the fruit and vegetable sector.

The Guest Region feature that is beginning in 2022 was created with the idea of being consolidated in upcoming years, with the objective of enhancing the visibility of different autonomous regions in Spain and, above all, highlighting the diversity of Spanish production.

This year, Andalusia will enjoy special prominence and strategic visibility for the worldwide promotion of the outstanding fruit and vegetables grown in all its provinces, and the extraordinary quality of its produce.

Specific areas

On this occasion, in addition to the well-known areas of Fresh Produce, which again enjoys the greatest representation, with 70% of the products on offer, and Auxiliary Industry, with 30%, there is also Fresh Food Logistics.

Fruit Attraction is once again committing itself to transformation solutions by means of innovation, sustainability, and digitalisation with the Smart Agro Area –innovative products that apply information technologies to the fruit and vegetable sector– and Biotech Attraction –technological research and development in plant agrobiology/biotechnology– and Ecorganic Market.

On the other hand, The Innovation Hub –in the nexus of Pavilions 8 and 10, with close to 50 products– and Foro Innova are the areas devoted to innovation and new business initiatives in the sector

Knowledge centre for the sector

The complete programme of technical seminars makes the fair a great knowledge centre for the fruit and vegetable sector, featuring sessions characterised by a large variety of content, as well as the high level of its participants and speakers.

The sessions that stand out include some organised by FEPEX such as “Public finance schemes of expenditure and investment in research and innovation in the fruit and vegetable sector,” in collaboration with the FI Group, and “The new CAP in the fruit and vegetable sector from 2023 onwards,” which will be held on Wednesday, October 5, in the afternoon, as well as the one dealing with “New Regulations on the Sustainable Use of Phytosanitary Products: complex, not very realistic and with a direct impact on European agriculture,” on Thursday, October 6, in the morning, in collaboration with AEPLA.

Fruit Attraction will likewise be the venue for other events such as the 3rd Fresh Food Logistics Summit, as well as the Biofruit Congress, Biotech Attraction 2022: Biotechnology and innovation for the agriculture of the future, and the 4th Grape Attraction Congress, among others.

Of course, the sector’s main event will also have room for the Factoria Chef section, which is Fruit Attraction’s gastronomic space featuring attractive demonstrations and cooking shows.

This year, the fair will also feature the awarding of the 2nd Fruit Attraction Podcast Competition prize: stories of #agroinspiration, in support of new communication formats within the food and agriculture sector. In addition, the 12th APAE and Fruit Attraction Journalism Prizes will also be handed over, with the latter being devoted this year to internationally renowned media in the fruit and vegetable sector.

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