North American firm targets European export growth at Fruit Attraction

Leading North American fresh produce exporter Robinson Fresh is set to participate in one of Europe’s fastest growing trade exhibitions as part of a concerted push into European markets. The Minnesota-based company, part of the CH Robinson group, will be exhibiting at the tenth anniversary edition of Fruit Attraction from 23-25 October in Madrid, Spain as it seeks to continue to grow its market share in Europe.

While changes in the global market have brought nations like China and Mexico to prominence, Robinson Fresh is just one of many North American producers who note the importance of the European market to their business.

Gary York, Robinson Fresh’s Vice President for Sales & Marketing, said that while the growth of key Asian markets had changed the shape of demand, and geopolitics were always a concern, it was “extremely important” for Robinson Fresh to build a big presence in Europe with its “large, sophisticated consumer base that continues to grow in wealth.”

Acting as a gateway to Europe, Fruit Attraction offers North American fresh produce growers and exporters timely opportunities to connect with customers and local producers in Europe, according to Robinson Fresh’s European Director, Robert Walsleben.

“One of the key benefits that we see is Fruit Attraction really gives us an opportunity to connect locally with our retail client base in Europe because retailers have made this show a priority now, and it also gives us a chance to meet with our local suppliers in Southern Europe,” he said. “Since landing in Europe four years ago, we have been exporting product from the European continent to different geographies around the world, including the US and multiple geographies within Asia. The majority of that product is coming from Southern Europe.”

York added: “Being North American-based, but with a supply base that focuses on all the Americas and also Southern Europe, where we are continuing to expand, we certainly see lots of opportunities in Europe for growth.”

Looking ahead to Robinson Fresh’s participation in this year’s tenth anniversary edition of Fruit Attraction, York said he had developed a great affinity with the show, which has developed from a Spain-focused exhibition to a truly global show today. “If you see how Fruit Attraction has evolved, it has really been truly extraordinary,” he said. “In the early days, it really was Spanish show and to see it evolve like it has over the past few years into being one of the dominant global trade shows has been really fantastic.”

York believes that Fruit Attraction has managed to achieve the rare feat of “taking advantage of a market as old as produce and really affect it and change it in such as positive ways as Fruit Attraction has done.”

This year, Robinson Fresh will feature its full range of exotics production from Central and South America, sweet potatoes and grapefruit from the US, and table grapes, apples, kiwifruit, and stone fruits from Peru and Chile.