During Fruit Attraction São Paulo 2026, which has just opened its doors, IFEMA MADRID and Fiera Milano Brasil have renewed their partnership until 2033 to continue jointly organising the event in Brazil. The agreement secures the fair’s presence in the Brazilian calendar for at least another seven years, underlining a long-term commitment to the growth of the country’s fruit and vegetable sector.
In just three editions, Fruit Attraction São Paulo has expanded its exhibition space by more than 80%, reaching nearly 450 exhibiting companies. This growth reflects the increasing interest of the local industry in the event as a platform to boost business and generate value. The 2025 edition welcomed more than 16,000 trade visitors from 60 countries, reinforcing its international profile both within Latin America and as a bridge for trade with Europe.
Originally developed in Madrid, where Fruit Attraction has held 17 editions, the event has quickly become a key meeting point for the Brazilian fruit and vegetable sector. Brazil is the world’s third-largest fruit producer, after China and India, with an annual output exceeding 58 million tonnes. The agricultural sector accounts for around 6% of the country’s GDP, rising to over 20% when considering the entire agribusiness value chain, positioning Brazil as one of the world’s leading agricultural powers.
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Daniel Martínez, Executive Vice President of IFEMA MADRID, stated that “the renewal of this agreement is a key step in our international expansion strategy in recent years, and a clear example of success, as Fruit Attraction São Paulo has positioned itself as a benchmark event in just three years in such a strategic market as Brazil for the global fruit and vegetable sector.”
Andrea Sozzi, Group Strategy & Global Expansion Director at Fiera Milano, added that “the renewal of our alliance with IFEMA MADRID for another seven years confirms the success of a visionary initiative that brings together Brazil, Spain and Italy in a global journey to generate opportunities and business in the fruit and vegetable segment.”
Maurício Macedo, CEO of Fiera Milano Brasil, noted that “extending the collaboration with IFEMA MADRID crowns the success of the first three editions of Fruit Attraction São Paulo, paving the way for further growth and reinforcing the event as the most relevant global platform for the Brazilian fruit sector.”
Fruit Attraction São Paulo is holding its third edition from March 23 to 26 at São Paulo Expo, co-organised by IFEMA MADRID and Fiera Milano Brasil, with sponsorship from SEBRAE, institutional support from São Paulo Negócios and the City Council of São Paulo, and backing from ABRAFRUTAS, IBRAHORT, ABIMAQ, EMPAPEL and CEAGESP.
