The Association of Fruit and Vegetable Producers-Exporters of the Region of Murcia (Proexport) is stepping up its commitment to Fruit Attraction, with a record exhibition area of 2,300 m², which will accommodate the stands of 36 of its member companies.
“Our member fruit and vegetable growers welcome long-standing and new customers from around the world at Fruit Attraction, along with suppliers and industry professionals with whom they can do business, plan campaigns, analyse the future and forge new alliances.” He adds: “Over those three days, we create the right environment to share our vision of production and consumption with national and international retailers, providing them with effective solutions and a first-class service whose hallmarks include quality, innovation, sustainability and logistics capabilities,” says Mariano Zapata, President of Proexport.
He points to a figure that underlines this: the busy commercial agenda of Proexport members already includes more than 300 meetings and business appointments.
Strong presence of member companies
Proexport will have an information and institutional stand in Hall 7 (stand 7D09, Region of Murcia), while its members will occupy an exhibition area of around 2,300 m², where they will conduct intensive commercial activity with retailers, importers, wholesalers, the processing industry, foodservice chains, suppliers and international buyers.
Global challenges
Under the slogan “United in the Face of Global Challenges”, the association aims to highlight the need for a responsible and united response to the challenges facing, on the one hand, growers and agricultural companies affected by complex European regulations and the geostrategic situation and, on the other, European consumers demanding the highest standards of quality, sustainability, freshness and flavour in fruit and vegetables.
Key fruit and vegetable products
Customers and industry professionals are well aware that the Region of Murcia’s production, both conventional and organic, maintains its national leadership in crops such as lettuce, endive and all types of leafy vegetables, broccoli, celery, artichokes, melons, lemons and table grapes, while it also ranks second for tomatoes, peppers, watermelons, courgettes and peaches.
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The list of other speciality products with which growers surprise even the most demanding buyers is extensive: pumpkins, spring onions, peas, okra, dragon fruit, radishes, pak choi, kale, graffiti cauliflower, lamb’s lettuce, pointed cabbage, spinach and aromatic herbs, to name just a few.
Export figures
Fruit and vegetable exports from the Region of Murcia amounted to almost €3.8 billion last year. Germany is the leading destination market for products from the Region of Murcia, with imports worth more than €1 billion, followed by France and the United Kingdom, at €542 million and €478 million, respectively.
The Region of Murcia accounted for 20% of Spain’s fresh fruit and vegetable exports in 2025, which totalled 12 million tonnes and reached a value of €18.666 billion, according to FEPEX data.
