With more than two months to go before its opening, Fruit Attraction 2025, organized by IFEMA MADRID and FEPEX, is already showing excellent commercial momentum. The 17th edition has reached 95% occupancy, with 72,700 square meters of exhibition space already assigned, reinforcing its position as one of the leading international events in the fruit and vegetable sector.
The trade show is on track to surpass previous editions, with forecasts pointing to more than 2,500 exhibitors, 75,000 m² of commercial offering, and over 120,000 professionals from 150 countries expected to attend.
In addition to a strong exhibition offering and a new layout across 10 halls, Fruit Attraction 2025 once again focuses on innovation and knowledge as core pillars of its value proposition.
Innovation Hub Awards: Recognizing innovation in the fruit and vegetable sector
The fair has opened the call for a new edition of the Innovation Hub Awards, which recognize the most innovative and sustainable solutions in the industry. Open to exhibiting and co-exhibiting companies, the awards will consider projects commercialized after September 1, 2024, and that have not participated in previous editions.
With three categories – Fresh Produce, F&V Industry, and Sustainability and Commitment Actions – each award will carry a €2,000 prize. Winners will be announced during the fair at the Innovation Hub, where all selected candidate products will be on display. The registration deadline is August 27.
RELATED NEWS: Fruit Attraction reaches 90% occupancy four months ahead of the show
Additionally, Fruit Attraction will present Best Stand Awards, recognizing the most creative, well-designed, and sustainable booths in four categories: Most Original, Best Design, Most Sustainable, and Public Favorite.
Factoría Chef: Putting fruit and vegetable flavors center stage
Factoría Chef returns as Fruit Attraction’s most dynamic culinary space, designed for Fresh Produce companies to showcase the gastronomic qualities of their products through engaging showcooking demonstrations. Each session lasts up to 40 minutes, offering a unique, free opportunity to connect with international buyers, inspire new consumption habits, and position fruits and vegetables as key ingredients in a healthy, tasty, and sustainable diet. Registration is open until August 27.
A strategic event for the sector
With tomatoes as the star product of this edition, the event program will spotlight their nutritional value, economic impact, and the geopolitics of international trade. Activities include roundtables, tastings, crop demos, and market analyses – including the EU-Morocco agreement and its effect on EU production.
Malaysia and Mexico will be featured as Guest Importing Countries, joining the robust Buyers Programme, organized with support from MAPA and ICEX, which will host over 700 buyers from around the world. In addition, ICEX will organize the World Fresh Forum – webinars held on September 15–17, focusing on trade opportunities in Mexico, Malaysia, and China.
Organic Hub Tour and knowledge forums
Fruit Attraction will also promote the Organic Hub Tour, a specially marked route highlighting certified organic products across the exhibition.
As usual, the show will become a hub of knowledge, hosting a full technical conference program across various forums, featuring a wide range of content and high-profile speakers and experts.
Fruit Attraction 2025 will take place from September 30 to October 2 at IFEMA MADRID, open from 9:30 a.m. to 7:00 p.m., and until 4:00 p.m. on the last day. It stands as a key business, knowledge, and international projection platform for the entire fruit and vegetable industry.
