The agreement combines the global expertise and international network of Messe Berlin, through FRUIT LOGISTICA in Berlin and ASIA FRUIT LOGISTICA in Hong Kong, with the sector leadership of the CNA, one of the main business organisations in the Mexican agri-food sector.
Through this collaboration, both organisations will work together to promote knowledge exchange, facilitate the generation of high-value business opportunities and increase the visibility and competitiveness of Mexican agricultural products in international markets.
New opportunities for the Mexican sector
Mexico is among the world’s leading exporters of fresh produce, with an internationally recognised offer that includes avocados, tomatoes, berries, chillies, mangoes and citrus fruits, among other products.
Through this alliance, Messe Berlin Americas will use the global FRUIT LOGISTICA network to give greater visibility to the Mexican fresh produce industry and connect it with buyers from Europe, Asia and emerging markets.
The aim is to strengthen the international presence of Mexican companies, support market diversification and bring the sector closer to the main trends shaping global trade in fruit and vegetables.
Global Agri-Food Forum, the first milestone of the alliance
The first step in this collaboration will be the participation of Messe Berlin Americas in the Global Agri-Food Forum 2026, one of the most relevant events for the agri-food sector in Mexico, organised by the CNA and scheduled for 26 and 27 November 2026.
As a strategic partner of the event, Messe Berlin Americas will help strengthen the sector’s international links, promote business opportunities and bring the experience of the FRUIT LOGISTICA network closer to the fresh produce industry in Mexico and Latin America.
This first milestone will also help reinforce the positioning of the FRUIT LOGISTICA brand in Central America, South America and the Caribbean, laying the foundations for a long-term collaboration aimed at connecting regional players with new markets, innovation and growth opportunities.
FRUIT LOGISTICA Mexico Meetup in 2027
The alliance also includes the launch of the FRUIT LOGISTICA Mexico Meetup in May 2027, a one-day conference and networking event designed to bring together the main players in the fresh produce value chain and strengthen Mexico’s role within the international industry.
The event will gather growers, exporters, importers, retailers, logistics operators, trade associations and industry experts for a day focused on knowledge exchange, trend analysis and the creation of strategic connections.
Participants will address the challenges and opportunities that will shape the future of the fresh fruit and vegetable sector in the Americas and globally. The meeting will also serve to highlight the quality, innovation and diversity of Mexico’s fresh produce offer.
Mexico, a strategic player in global trade
According to Vicente Salas Hesselbach, Vice President and Managing Director of Messe Berlin Americas, Mexico has one of the most dynamic and competitive fresh produce industries in the world.
“Through this alliance, we aim to bring the sector closer to the conversations, trends and opportunities that are defining the future of international fruit and vegetable trade. Our goal is for more Mexican companies to expand their reach and strengthen their presence in strategic markets worldwide,” he said.
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For his part, Jorge Esteve Recolons, president of the National Agricultural Council, underlined the country’s international weight in the agri-food sector.
“Mexico is today one of the world’s leading agri-food powers. With exports exceeding US$50 billion in 2025, we have consolidated our position as a reliable and strategic food supplier for global markets,” he stated.
According to Esteve, this alliance represents an opportunity to expand international presence, diversify markets and accelerate the growth of the Mexican agri-food sector.
