Fruit Attraction 2026 is expected to bring together more than 121,000 professionals and over 2,400 exhibitors from around the world.
MSC has more than 50 years of experience in transporting perishable cargo and operates a global network of over 1,000 reefer specialists. The company continues to invest in technologies and logistics solutions designed to support the international transport of fruit and vegetables.
Technology to preserve quality during transport
During the exhibition, MSC will meet with growers, exporters and logistics partners to discuss cold-chain optimisation, trade routes, market opportunities and reefer transport.
Visitors will be able to learn more about the company’s fresh produce solutions, including MSC iReefer, which provides real-time cargo visibility.
MSC will also showcase its Controlled Atmosphere technology, designed to help preserve product freshness and extend shelf life during transport.
Door-to-door logistics solutions
The company will also present its integrated door-to-door services, combining ocean and inland transport to provide more comprehensive management of the logistics chain.
In addition, MSC will highlight digital documentation tools designed to simplify processes and improve operational efficiency.
These include solutions linked to MSC iReefer and electronic bills of lading (eBL), with the company’s reefer specialists available to provide further information during the event.
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MSC’s reefer experts will be available throughout Fruit Attraction at stand 4C17 in Hall 4, where they will answer technical questions and meet with growers, exporters, logistics partners and other professionals from the fresh produce industry.
MSC’s participation in Madrid will therefore focus on how the combination of technology, cold-chain control, digitalisation and integrated logistics can help improve the international transport of fruit and vegetables.
