With the participation of 2,460 exhibiting companies from 64 countries – an 8.4% increase compared to 2024 – more than 78,000 square meters of exhibition space (+10% on last year), and the attendance forecast of over 120,000 professionals from 150 countries, the fair reaffirms itself as a strategic hub for business, innovation, and international projection.
Fruit Attraction 2025 continues to grow and will occupy 10 halls at IFEMA MADRID (3, 4, 5, 6, 7, 8, 9, 10, 12, and 14), organized by regions and sectors to optimize the experience for exhibitors and visitors.
The Fresh Produce Area will once again represent nearly 70% of the fair, confirming its strategic weight within the overall offering. Alongside it, the Auxiliary Industry Area will have a strong presence, as will Fresh Food Logistics, dedicated to the cold chain and solutions for fresh produce logistics. Meanwhile, the Innova&Tech Area, which includes Biotech Attraction and Smart Agro, has grown significantly this year – up 31% compared to 2024 – further cementing its role as the epicenter of innovation, research, and technological development applied to the sector.
Of the 2,460 exhibitors, the fair welcomes 323 new companies this year, confirming its dynamism and strong pull. Spanish participation represents 52% of the fair, with all fruit- and vegetable-producing regions of the country present, reflecting Spain’s strength as a global leader in horticulture. International participation has also grown strongly, accounting for more than 47% of the fair’s total area, with 1,418 companies. Fourteen new countries join this edition, including Algeria, El Salvador, Ethiopia, Georgia, Hungary, Malta, Jordan, Mauritius, Senegal, Serbia, Uganda, Uzbekistan, Vietnam, and Zimbabwe.
Driving international expansion
One of Fruit Attraction’s main goals is to serve as a platform for international growth and expansion. To this end, IFEMA MADRID, in collaboration with the Ministry of Agriculture, Fisheries and Food, ICEX, and FEPEX, is once again activating its International Buyers’ Program, inviting nearly 700 buyers from 67 countries, including retail purchasing managers, importers, and wholesalers, to bring added dynamism to business activity at the fair.
This year’s Guest Importing Countries are Malaysia and Mexico, creating new opportunities for trade with these markets through roundtables, guided tours of the fair, and B2B sessions.
Tomato: Product of the Year
The tomato will be the star product of this edition, with a program of activities focused on its nutritional value, economic impact, and the geopolitics of international trade. Activities will include roundtables, tastings, crop demonstrations, and market analyses, including a spotlight on the EU-Morocco agreement and its impact on European production.
A new feature this year is the Organic Hub Tour, a specially signposted route within the fair that will give greater visibility to companies offering certified organic products.
Activities program
Fruit Attraction 2025 has prepared a full program of activities. This year, the Fruit Forum by Timac Agro will host congresses such as Grape Attraction and Biotech Attraction. These will be joined by other highlights such as the Biofruit Congress, Fresh Food Logistics The Summit, and presentations and talks by exhibitors in the various Fruit Next Forums.
As in previous years, Factoría Chef, sponsored by #alimentosdespaña, will once again showcase the gastronomic versatility of fruit and vegetables with live showcooking sessions.
The Innovation Hub, featuring 50 products, will once again serve as the space dedicated to innovation and new business developments in the sector. Within this area, the Innovation Hub Awards will take place, a cornerstone event supporting entrepreneurial initiatives in the industry, with the usual categories: Fresh Produce, F&V Industry, and Sustainability & CSR Actions.
Fruit Attraction will also present the Best Stand Awards, sponsored by WAH, recognizing the most outstanding exhibits at the fair in four categories: Most Original, Best Design, Most Sustainable, and Public’s Choice. In addition, the 15th APAE Journalism Awards and the Fruit Attraction Award, dedicated to internationally renowned media outlets in the horticultural sector, will also be presented.
Official opening
Fruit Attraction 2025 will once again be inaugurated by Spain’s Minister of Agriculture, Fisheries and Food, Luis Planas, on 30 September at 12:00. The Ministry’s participation will be especially visible this year through a major presence at the Plaza #alimentosdespaña and sponsorship of Factoría Chef.
Fruit Attraction 2025, organized by IFEMA MADRID and FEPEX, will be held at the fairgrounds from 30 September to 2 October, from 9:30 a.m. to 7:00 p.m. (closing at 4:00 p.m. on the final day). The fair is sponsored by Andalusia, the Ministry of Agriculture, Fisheries and Food, the Region of Murcia, Veganic Nature, Agrobank, Timac Agro, Únikas, and MSC.
