With competition intensifying, production costs rising and consumer demand losing momentum, the global citrus industry cannot afford to stand still. Fruitnet Citrus Congress 2026 will bring together leading representatives from across the international supply chain to challenge traditional approaches, share new ideas and explore how to drive growth across the category.
The congress will take place on 24 and 25 November at the Meliá Hotel in Valencia, bringing together growers, exporters, importers, distributors, supermarket decision-makers, breeders, technology suppliers and other industry specialists. The programme is designed to broaden the debate around fresh citrus and identify concrete opportunities for growth.
One of the key highlights of this year’s programme will be a high-level international panel bringing together leading representatives from Egypt, Morocco, Türkiye, Spain and South Africa. As new suppliers gain market share in Europe, these producing countries will discuss how they can work together to address common challenges, from rising costs and climate pressure to stagnant consumption and the need to develop more effective marketing strategies for the category.
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The message is clear: competition is a reality of the global citrus business, but driving category growth is a shared responsibility. Fruitnet Citrus Congress will look beyond individual markets and commercial rivalries to consider the collective future of the industry.
The congress will open with an analysis of global supply, pricing and consumption data, featuring Cindy van Rijswick of RaboResearch, together with representatives from Marks & Spencer, Genesis Fresh and Olympic Fruit. Other sessions will examine the evolution of Spain’s competitive position and how to make citrus more appealing to younger consumers through smarter and more effective marketing strategies.
Retai’s perspective will play a key role in the discussions, with senior buying representatives from Marks & Spencer and Tesco sharing their views on the trends and requirements shaping the market. For suppliers, these conversations offer a valuable opportunity to gain a better understanding of their customers’ needs and how the category can respond.
New frontiers for citrus
The programme will also go well beyond the traditional issues facing the citrus industry. The New frontiers for citrus session will explore Vietnam’s potential as a supply origin and growing market, progress towards commercially viable robotic harvesting, new tree production techniques aimed at improving efficiency and reducing disease risk, as well as emerging applications of citrus in science and gastronomy.
Other sessions will examine business opportunities in lemons, limes and grapefruit, more sustainable postharvest solutions and strategies for building more reliable supply chains in an increasingly uncertain environment.
For companies across the value chain — from breeders and growers to fresh produce packhouses, logistics operators, sorting and grading technology manufacturers and postharvest specialists — the congress offers much more than market information. It is an opportunity to connect with decision-makers, discover innovations and identify new business opportunities.
“Fruitnet Citrus Congress is designed to take the industry beyond the usual debates,” says event organiser Maura Maxwell. “By bringing together different countries, disciplines and perspectives, we want to encourage new ways of thinking and help turn shared challenges into opportunities for growth.”
With a full day of conference sessions followed by organised visits to selected production and distribution facilities, Fruitnet Citrus Congress offers an opportunity to step back from day-to-day pressures and reflect on the future of the global citrus business.
Registration is now open. Join the leading voices from across the industry in Valencia and help shape the future of fresh citrus.
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