Fruit Attraction 2021

Fruit Attraction 2021 incorporates new areas of Innovation, Research and Technology © Fruit Attraction

Madrid, 16 June 2021 – Fruit Attraction, a trade fair organised by IFEMA MADRID and FEPEX, will hold a new edition from 5 to 7 October aimed at promoting the sector’s competitiveness and growth. For this, and with the aim of promoting innovation, research, technology and digitisation as fundamental keys to future growth, Hall 5 will bring together the three solutions and services areas related to agricultural sector innovation: Biotech Attraction; Smart Agro and Smart Water&Energy.

Biotech, the great challenges of the horticultural and agricultural sectors

The fruit and vegetable sector faces major issues and challenges that will restrict its capacity for growth, development and competitiveness, such as the opportunities and future of plant biotechnology, its impact on the environment, on industry and society; new digital solutions that add value to the entire agri-food chain; the improvement of production in terms of productivity and sustainability; technological solutions to irrigation; and new developments in energy efficiency aimed at fruit and vegetable farms, among others.

Likewise, agriculture faces new challenges presented by demographic growth, which will increase demand for raw materials, by preferences in consumption, by environmental and legal aspects, and by issues related to the globalisation of the economy. Overcoming these challenges requires an increase in the efficiency (higher productivity with fewer inputs), quality (nutritional, organoleptic) and sustainability (lower environmental impact, reuse of waste, etc.) of agriculture that can only be achieved through the application of new technological developments.

The knowledge generated in applied Plant Biology offers a set of strategic technologies (development of new plant varieties, bioinformatics, genomic editing techniques, agrobiologicals for plant nutrition and protection, revaluation of waste and circular economy, new plant sources for obtaining protein, bioproducts of plant origin with industrial, cosmetic, pharmaceutical, plant biofactories, etc., applications that will make it possible to get to grips with global challenges (productivity, sustainability, quality) faced by the agri-food sector.

Driven by this reality, Fruit Attraction 2021, with the collaboration of BIOVEGEN, is including the plant innovation hub in its BIOTECH ATTRACTION programme, aimed at bringing together and promoting technological innovation and innovation-based business development opportunities. A new specialised area, aimed at companies dedicated to research and technological development of plant genomics.

Smart Agro, precision technological solutions

Likewise, Smart Agro will once again be the specialised space for technology solutions companies in precision agriculture, focused on showing the latest developments in management products for agri-food companies and advanced mobility and analytics solutions, promoting agro-industrial transformation.

Fruit Attraction will also have the collaboration of AgroTech ESPAÑA, which aims to encourage and create business opportunities for agrotech. To this end, different initiatives, such as ´AgroTech Tours´, will be launched, which will allow producers and other agents in the sector to be put in contact with those ‘Techs’ that propose specific solutions. In short, to generate encounters between supply and demand.

Smart Water & Energy, water and renewable technologies

Fruit Attraction incorporates, also as a novelty, Smart Water & Energy, which is oriented to water and renewable technologies in the agri-food sector. Thus, SMART WATER is a new area with the goal of addressing the technological transformation of water in horticulture for the best and most efficient use of water and to improve crop productivity.   It is aimed at professional horticultural producers, and managers and technical directors of companies that install irrigation systems and are interested in learning about new irrigation technologies. In this space, participating exhibitors will present equipment, products and services that incorporate the latest technological solutions in irrigation that are dedicated to smart water management.

In addition, renewable energy on fruit and vegetable farms is a valuable opportunity for farmers to reduce costs and emissions. SMART ENERGY was created with the aim of promoting the transformation of energy use in the sector. It is aimed at fruit and vegetable producers, agriculture and energy consultants, installation companies, engineering companies, and technicians from public bodies and administrations. Leading companies in the renewable energy sector linked to agriculture will participate in this exhibition area; suppliers of renewable energy, electricity, green hydrogen, battery storage, bioenergy, solar pumping, self-supply, financing, etc., which will showcase all the new developments in energy efficiency aimed at fruit and vegetable farms.

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IFEMA Madrid launches its leadership in digital business with a renewed brand

IFEMA Madrid launches its leadership in digital business with a renewed brand
Press Release

The presentation of the new strategy and corporate brand was attended by their Majesties the King and Queen, alongside the President of the Senate, the President of the Community of Madrid, the Minister of Industry, Commerce and Tourism and the Mayor of Madrid, among other dignitaries, politicians and business leaders.

The company is undertaking a strategic review aimed at promoting its two main goals: digitisation and internationalisation. Its positioning in the field of sustainability and innovation, placing people at the centre, will also play an important role in this new phase.

Digital platforms and services and the hybridisation of its fairs will add 30% to current turnover over the next 3 years, adding more than 40 million euros in revenue. Thanks to the new online environments and professional communities, it is estimated that the reach and internationalisation of IFEMA’s activity will generate a 150% increase in global audiences, to reach around 25 million visitors and active users.

This new corporate identity reflects IFEMA MADRID’s determination to evolve its business model, expand and diversify its revenue streams, and generate opportunities and alliances to boost its presence in new markets, in addition to providing value and significance to the Madrid brand as one of its ambassadors.

Madrid, 13 April 2021.- IFEMA MADRID launches its new strategy and brand image in an event that took place at IFEMA’s Palacio Municipal headquarters, which was attended by their Majesties the King and Queen, alongside the President of the Senate, the President of the Community of Madrid, the Minister of Industry, Commerce and Tourism, the Mayor of Madrid, the President of the Assembly of Madrid, and the Government Delegate in Madrid, among other dignitaries, politicians and business leaders.

IFEMA MADRID takes a step forward to publicise the transformation process it is undergoing, and promote the key strands in its business model moving forward. A change that seeks to offer a more digital, inspirational, flexible and smart product, with the ambition of turning Madrid into an international leader in the fairs, congresses and meetings sector.

Thus, with a legacy of forty years behind it, IFEMA MADRID’s journey is now at a turning point, anticipating the demands of the digital market by developing its own platforms that will provide a huge competitive advantage in addition to expanding business opportunities for 365 days a year and breaking through physical limitations, with a view to occupying a leading position in the main international markets.

According to the president of the IFEMA MADRID Executive Committee, Jose Vicente de los Mozos, “today, no one questions the potential of digital and hybrid gatherings, which are giving way to smarter, more competitive and profitable events. They have come to satisfy a society that is changing, which, for IFEMA MADRID, means a twofold challenge: to revolutionise its business model and to lead not only in Spain but also in international markets” 

Digital business and hybridisation: more than 40 million euros

Against this background, the new strategy has a very favourable outlook. If we add the new digital business to the current face-to-face business model it will undoubtedly grow the wealth creation potential of IFEMA MADRID. The goal is that, in 3 years, 30% of income will come from the digital space, and that global audiences will increase by 150%, until professional communities exceeding 25 million people in total are being managed. These professionals will participate in smarter events that will be much more profitable for their companies. In terms of turnover, this growth from the digital space could reach an annual contribution of around 40 million euros.

In fact, embracing digitisation has made it possible to maintain a connection with companies over these past months; with the sectors represented in the fairs having, as of today, a programme that includes 16 fully digital exhibitions in 2021, and also, based on this experience, the transformation of more than 50 face-to-face fairs into hybrid exhibitions.

Added to this is the institution’s initiative in creating innovative projects worldwide, in such important areas as sustainability or healthcare, which will soon be officially presented, as well as in leading not only in Spain but also in the international markets, and, very especially, in Latin America, the main market where our companies are focussing and where the digitisation of fairs opens up great opportunities.

New corporate identity

This new momentum has coincided with a change in corporate identity, through the design and conception of a new brand that represents the values of this powerful project for the future. To this end, IFEMA MADRID has committed to a thorough renovation of its image, recognising the legacy of a brand that has been part of Madrid’s history and landscape over the last 30 years.

The new image, produced by the Brandfor agency, changes design and concept in an exercise that evokes continuous movement, the dynamism of companies and people, and innovation. It is part of and a symbol of Madrid, an international focus for the cultural avant-garde, for business and changing trends. And is inspired by the power of the transformation and strength that IFEMA brings to its communities. The development of the new image seeks to draw attention to IFEMA MADRID’s strengths through a new visual universe adapted to digital environments, which accompanies and identifies its business strategy, capable of continuing to drive its business into the future.

“Feel the inspiration” is the new claim for a brand that wants to convey a proactive and positive attitude from its leading position as a promoter of knowledge, creativity and talent, highlighting the contribution that “Living the experience” implies. A brand that wants to convey the value of IFEMA MADRID, to promote and empower people and businesses, and impact society, being a source of inspiration and innovation for its audiences thanks to its dynamism and vitality.

An open brand, capable of generating value for its customers and its audiences, capable of building solid relationships, full of energy and passion, and one that turns the essence of Madrid into an appealling focus through the wealth of its experience.

According to IFEMA MADRID’s CEO, Eduardo López-Puertas, “IFEMA’s magic lies in its ability to connect ideas and people. To generate ecosystems for innovation and development. To harmonise the intelligence, ingenuity and creativity of so many companies, people and sectors that share their talent and knowledge. A magic that we have undoubtedly embodied in the new IFEMA MADRID brand, announcing to the world our ability to continue inspiring companies and being a source of transformation”.

Bringing value to Madrid

The new IFEMA MADRID brand and the strategy that precedes it will also contribute to adding value to Madrid, both in terms of image and prestige in the international MICE market, as well as in terms of economic impact and the dynamisation of the different sectors that are directly impacted by IFEMA MADRID’s activities, which will now be substantially improved with the new business models that have now been put into operation. It should not be forgotten that, based on our figures for 2019, the last year of activity prior to COVID-19, the estimated impact stands at a little over 5.1 billion euros, representing 3.8% of the GDP of the city of Madrid, and 2.2% of the GDP of the Community of Madrid, as well as contributing 39,343 jobs.


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Fruit Attraction 2020 goes digital

Fruit Attraction 2020 goes digital © Eurofresh Distribution
Stand of Freson de Palos, Fruit Attraction 2019 © Eurofresh Distribution


The 12th edition of Fruit Attraction will be held digitally. This is the outcome of a meeting of the Fruit Attraction Organising Committee yesterday. The digital event is made possible thanks to a new and advanced technological platform placed at the service of the international fruit and vegetable professional community: Fruit Attraction LIVEConnect. The next face-to-face edition of Fruit Attraction, organised by IFEMA and FEPEX, will be held from October 5 to 7, 2021.

This decision is the result of months of exhaustively monitoring and assessing the development of the situation around the world, the unpredictable evolution of measures to control the pandemic in the different countries in the coming weeks, and the ever permanent will to address sensitivities and the needs of the entire Fruit Attraction exhibition community.

The Organising Committee has recognised the efforts made by IFEMA during these months to keep pace with the developing situation and ensure the necessary protocols were implemented at its facilities to guarantee maximum safety, hygiene and commercial productivity. The Committee, chaired by Jorge Brotons, president of FEPEX, has announced its commitment to holding the next face-to-face edition in 2021 from October 5 to 7.

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Fruit Attraction 2020: a fulcrum for reconstruction and a tribute to the sector

Fruit Attraction 2015, which will be held from 28 to 30 October in halls 7, 8, 9 and 10 at Feria de Madrid, is the largest and most complete edition yet, with the participation expected of 1,000 exhibiting companies from 25 countries, up 20% on last year.

In its twelfth year, Fruit Attraction 2020 will incorporate new elements into its format with the aim of serving as a fulcrum to promote the reconstruction of international trade relations within the fruit and vegetable sector. It takes place in October, which is the key time for the sector. The confidence of the sector as a whole, and the support of the international Fruit Attraction community to speed up the recovery, has allowed the fair to have recorded an increase of 5% in registrations for participation, compared to the same dates last year.

“We have a responsibility to celebrate Fruit Attraction 2020 together. I am sure that when it closes its doors on 22 October, all the heads of the participating companies will be proud to have contributed to the reconstruction of international trade relations for the entire fruit and vegetable sector value chain. During these months of COVID-19, our agri-food sector has shown and will continue to show the community as a whole all its strengths, reaffirming itself as a strategic and fundamental sector for our social structure’s food supply and confidence”, said fair director, Raúl Calleja.

Jorge Brotons, president of Fepex and the Organising Committee for Fruit Attraction, said: “We continue to work towards October, in a scenario of a return to a certain normality, because we need to see each other’s faces and work to help companies continue selling and growing. Fruit Attraction will be a great tribute to and recognition of all the professionals in the fruit and vegetable sector who have been working intensively in the field, in maintaining supplies, in the factories, in logistics, in distribution, in marketing, in warehouses, and at the points of sale around the world during these months of confinement and uncertainty”.

IFEMA and the Community of Madrid have agreed to dismantle in May the Emergency Hospital that its facilities are currently hosting, as will happen with the resource made available to the homeless. This will allow the maintenance projects and investments scheduled for the summer months to be carried out, ensuring the infrastructure is in optimal condition to resume activity in September.

The new provisions that IFEMA will implement in the coming months include services such as a thermal solution for measuring body temperature that will be incorporated to help monitor people accessing the site.

Aware of the uncertainty, but in a context of having to generate commercial sourcing and supply opportunities to match international fruit and vegetable supply and demand, accompany companies in the new investment scenario and minimise the risks associated with participating in Fruit Attraction, work is already under way on a new format in which the “functionality and commercial utility intrinsic to the fair” will be enhanced. It will probably be less social in order to preserve attendees’ health and safety (access management and capacity limits, temperature monitoring, hygiene-sanitary measures, etc.). This means moving away from grouping many visitors together and toward an event model that focuses on buying and selling processes and presenting new developments, innovations and know-how for this new market and consumption scenario. Three days during which the industry comes together to generate and develop commercial relationships in a mixed face-to-face and digital format, enhancing the quality of the buyer profile. Three days of international buying and selling, supply agreements, campaign planning, news, face-to-face and virtual forums and debates,  all taking advantage of IFEMA’s 5G technology.

Fruit Attraction will be held at a time when visitors from many countries will be able to attend the event in person and others will participate digitally through a new B2B-eMeeting service (30-45 minute video calls on a platform available for smartphones and laptops), with prearranged or spontaneous agendas between exhibiting companies and buyers from all over the world that are part of the entire Fruit Attraction digital community. This will enable the fair to put forward new value streams for customers who are unable to attend.

The intense specialised programme of congresses, conferences, debates, company presentations, etc. covering the entire value chain will also take place in a mixed format, and will begin virtually with the “VIRTUAL FRUIT FORUM” on 14 October, for the entire Fruit Attraction international community. There will then be daily digital events with high-value content up until the start of Fruit Attraction on 20 October, when the on-site events will begin, including the BIOFRUIT CONGRESS that will be held on the 22 October.

All the conference spaces, common areas, working areas and the layout of the fair are designed and planned to comply with all the social and hygienic protocols set by the authorities, with capacity control and management systems, temperature monitoring, etc. ensuring the health and safety of everyone attending the event, who will previously receive a Post Covid-19 Behavioural Recommendations Guide.

Optimising costs, minimising risks and simplifying setting up the stands for the participating companies will be another of the strategic pillars of Fruit Attraction 2020. It will make two types of modular customisable stands available, Basic and Premium, that are all inclusive and include 3 Premium WIFI connections, to effectively manage video calls with participating remote buyers. This service is also included for all exhibitors participating with custom designed stands.

The online Participating Companies Directory will play a leading role, since it will be essential for identifying companies, products, news, contacts, agenda and eMeeting services, etc. for all those visitors who cannot attend the event in person.

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Madrid’s IFEMA prepares for reopening with rigorous safety protocols

The Madrid trade fair institution IFEMA, home to the world-famous Fruit Attraction expo, is preparing to resume its normal activity in September, having been temporarily converted into a hospital to care for those affected by the COVID-19 virus. To guarantee the safety of exhibitors, visitors, suppliers and employees, it is adopting a series of measures that range from access control and social distancing to the prevention of high concentrations of people, to increased hygiene measures. All protocols are based on criteria defined by health authorities and the main national and international public and sectoral organisations.

IFEMA aims to maximise protection in order to recover the strategic role of fairs and congresses to help companies to revive their businesses and contribute to the reconstruction of the economy. It is establishing mechanisms that guarantee and monitor everything related to the field of safety, control and preservation of health, as well as hygiene, quality and environmental safety of facilities. In addition, there will be greater control of gauging and constant monitoring of human trafficking for the prevention of high concentration and social distancing.

A “contactless no hands” policy has been adopted during all production, celebration and dismantling processes of its events and for all users of the venue. Moreover, a new procedure has been set up for the preventive management of human and vehicle traffic, while telemetric counters have been installed for people entering and leaving to allow real-time control of attendance levels. Protective partitions have been installed in spaces where the minimum distance cannot be maintained, and the use of masks will be mandatory.


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3rd international BIOFRUIT CONGRESS by Eurofresh Distribution & Fruit Attraction

After the great success of the previous two editions, which received more than 400 delegates, Eurofresh Distribution magazine and Fruit Attraction team up again to discuss the future of organic F&V markets and other growing “value chains”. The event will be held on Thursday 22nd from 10am to 1pm in Hall 6 of IFEMA, Madrid, and is organised in collaboration with PROEXPORT, ZERYA and other professional organisations. 

Thursday 22nd October 10am-1pm Hall 6, IFEMA Madrid

European retail buyers and international institutions, including the European Commission and Fair Trade International, will discuss the best strategies for fuelling the organic market phenomenon in Europe and globally. There will be analysis of the latest consumer behaviours since Covid-19. Large retailers, discounters, specialist channels and e-platforms will also share their supply chain strategies for responding to the growing consumer demand for more engagement with the environment and social issues. From 0 residue to fair trade to permaculture, industry leaders will share their experiences of “value chain” developments beyond organics.


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DS Smith donates 10,000 bedside tables to IFEMA field hospital

DS Smith donates 10,000 bedside tables to IFEMA field hospital
  • The field hospital will receive 10,000 corrugated cardboard items, to be used by patients as bedside tables or stools.
  • This type of cardboard furniture is perfect for the field hospital as it does not need disinfecting or cleaning, and can be destroyed when no longer used.
  • Under the slogan #EsteVirusLoParamosUnidos, the campaign seeks to make life more comfortable for patients transferred to the IFEMA field hospital.

Madrid, April 1st, 2020 – DS Smith, the world’s leading supplier of corrugated cardboard, which focuses on creating innovative sustainable packaging solutions in more than 37 countries, has launched solidarity initiatives in all its markets to help mitigate the effects of Covid-19. Specifically, the Spanish business today announced that it would manufacture and donate individual bedside tables for patients at IFEMA field hospital, to be handed over to the Regional Government.

Under the slogan #EsteVirusLoParamosUnidos, workers at DS Smith’s plant in Madrid have looked to play their part by manufacturing cardboard furniture. The hashtag with the name of the campaign is printed on the tables as part of their design, something that the Health Agency has welcomed, since it conveys a very positive message of encouragement for patients. The aim is to duly fit out the facilities at the field hospital, looking to ensure that patients be as comfortable as possible in such difficult circumstances.

The field hospital, which has around 5,500 beds including intensive care units, will receive 10,000 multipurpose auxiliary tables made from corrugated cardboard, to be placed next to each patient’s individual bed. This type of cardboard furniture does not need to be disinfected or cleaned, and can be easily destroyed when no longer used, thus preventing contagion. The initiative has been welcomed by Madrid Health Agency’s Subdirectorate General of Procurement, which also congratulated everybody involved, stating that it will be of “great help for everybody admitted to the hospital”.

DS Smith Iberia’s Managing Director Cluster West, Carlos Larriba, has indicated that the company derives great satisfaction from the donation: “We are very proud to have launched this initiative, and hope patients at IFEMA field hospital will be more comfortable under such difficult circumstances”. Carlos also stressed the crucial importance of the logistics packaging sector at this time. “Packaging guarantees quality throughout the entire Consumer and Pharmaceutical Goods supply chain, and our professionals are making an extra effort on a daily basis to ensure that basic products reach those who need them most. That is why, in the midst of the crisis, we are so excited to have all found the time and good intentions to launch this solidarity initiative”.

About DS Smith

DS Smith is a leading supplier of corrugated cardboard around the world, offering both paper recycling and manufacturing operations. Based in London and listed on the FTSE 100 index, DS Smith focuses on creating innovative sustainable packaging solutions in 37 countries, employing 31,000 people. Combining the expertise of its multiple divisions, including Packaging, Recycling and Paper, DS Smith works with customers to offer solutions that reduce complexity and deliver results throughout the supply chain. The company dates back to the box manufacturing business founded in the 1940s by the Smith family.


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Going beyond organic: 2nd BioFruit Congress examines how to fuel and sustain growth in the organic market

Going beyond organic: 2nd BioFruit Congress examines how to fuel and sustain growth in the organic market

The big issues facing the future of the organic produce market were debated on Wednesday, October 23 at the 2nd annual BioFruit Congress. Held as part of the Fruit Attraction fair in Madrid, the congress was organised by EUROFRESH DISTRIBUTION and IFEMA, with the collaboration of PROEXPORT. Topics covered included how to satisfy increasing consumer demand for produce that goes beyond organic production to address wider issues, how retailers are responding to this, regulatory issues, and the impact of other standards and certification in the value chain.

What matters most to organic consumers?

In an overview of the organic market, EUROFRESH DISTRIBUTION editor Pierre Escodo said the global sales for organic fresh food food is now worth €62 million. However, he said the growth of the organic demand is slowing down bellow the annual 10% rate, needs more product innovation and consumer promotion. Consumers are also confused by a multiplicity of messages.. In order to seduce more consumers to move to organic produce, Escodo said it’s important to understand regional differences in what matters most to them. In China and Russia, for instance, truth and transparency about food products are prime, while environmental production and plastic reduction lead as issues for American consumers, and in Europe taste is an overriding factor, he said.

Natural vs Organic

Tea Thaning, senior food analyst at EUROMONITOR INTERNATIONAL, shared results from a global survey by the firm showing nearly 45% of respondents rated ‘all-natural’ as important to them in diets and ingredients, while less than 30% cited ‘organic’. “It’s important to emphasise the definition of organic to compete with natural claims,” she stressed. Similarly, Thaning said there should be more communication around organic’s contribution to sustainable agricultural practices “Connect organic labelling to the narrative around environmental concerns,” she advised.

EUROMONITOR presentation available at

Wide consumer expectations, including fair pay

“Consumers do not just buy organic produce because it’s healthy, but because of the story behind it,” said Michel Reynaud, vice president of ECOCERT, World leader in organic farming certification. He said consumers not only want strict and transparent rules on organic production, they have wider expectations, including fair pay across the supply chain. “They also want organic to have an impact on the environment, not only on carbon but water,” he said. Reynaud also explains the use of “Fair-for-Life” standard, in order to build up a resilient organic and fair trade supply chain in one tool.

Supporting growers during conversion

Cordoba-based Campiña Verde supplies Germany’s REWE Group with organic produce and Jose Tienda, head of its organic sourcing division, spoke of the importance of supporting growers who are undergoing the long conversion process to organic production. Tienda said a good example of this is the Naturgut Junior Helden (‘junior heroes’) range sold at REWE’s Penny supermarket chain, which finds a market for produce from such soon-to-be organic farms. Under the Bio-Helden (‘organic heroes’) organic produce line, Penny also gives growers higher tolerance, allowing the sale of unusual-looking produce and also promoting it in a campaign with a slogan meaning “real organic heroes might have flaws”.

French organic pioneer Biocoop continues to expand

Illustrating the sturdiness of organic demand in France, the leading European organic chain BIOCOOP spans 3,200 farms and 600 specialist organic stores there. Its retail turnover in 2018 was up 10.4% to €1.2 billion and it plans 70 store openings over 2019, according to David Siffert, head of Biocoop’s fruit and vegetable division. The organic market has changed considerably in the last few years and reflecting this, today Biocoop favours suppliers who are committed to sustainability and transparency, he said.

Multi-certification a challenge

The event wrapped up with a panel discussion on value-adding beyond official organic certification which featured DEMETER INTERNATIONAL head of certification for Spain & Latin America Eduardo Tilatti, BRIO SPA (ALEGRA GROUP) commercial director Anton Carra, PLANET PROOF program manager for F&V Stefanie de Kool, COLLECTIF NOUVEAUX CHAMPS (0 residue) chairman Bruno Vila and FIBL Europe director Miguel de Porras.

Miguel de Porras from FIBL commented the economic impact of multiple certification for produce under different standards such as FairTrade, and Rainforest Alliance. He said producer groups are finding it increasingly challenging to manage this range of standards, which can mean a lot of extra work in maintaining records and even separate audits.

Eduardo Tilatti from DEMETER INTERNATIONAL revealed the experimental program of cultivating and packing with 0 plastics, testing the use of paper, water resistant and fully biodegradable. Demeter international certifies today biodynamic 5300 farms and 183000ha worldwide. “The economic empowerment of small farmers and their local communities is part of our fundamental values, along with Biodiversity, Carbon foot print and soil fertility” commented Tilatti.

BRIO SPA (ALEGRA GROUP) commercial director Anton Carra share its experience of developing organic markets overseas like Brazil & Asia, the developing new organic lines like kaki and pomegranate. Brio is also involved in multiple value-chain programs like Demeter, Naturland, FairTrade pineapples from Togo and the new European promotion campaign “Made in Nature”.

PLANET PROOF program manager for F&V Stefanie de Kool explained why the Dutch protocol “Milieukeur” is getting international, in response to the demand of the Dutch retailers and how it is helping the stakeholders of other countries to organize for more ambitious sustainability goals and achieve a reduction of environmental impact up to 50%.

COLLECTIF NOUVEAUX CHAMPS (0 residue) chairman Bruno Vila explains how the new « 0 residue segment is positioning between the conventional and organic lines, responding to a consumer segment which is aiming to consume residue free produce, a major concern among the French consumers. Just created 18 months ago, 0 residue certified produce represent €59 millions of revenues and 23,000 tons of fresh fruit & vegetables marketed.


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Stone Fruit Attraction will be held on 19th October

Following the event’s highly successful previous editions, we are pleased to announce that Stone Fruit Attraction is back in 2017 with the III International Stone Fruit Congress and will be held on 19th October within Madrid’s Fruit Attraction fair.

Following the event’s highly successful previous editions, we are pleased to announce that Stone Fruit Attraction is back in 2017 with the III International Stone Fruit Congress and will be held on 19th October within Madrid’s Fruit Attraction fair.
Once again we will be bringing together professionals from across the stone fruit sector, who will have the opportunity to share their views with one another on the present and future state of international markets. 
The 2015 edition of the congress saw the gathering of a multitude of global professionals from a whole host of different fields, such as experts in research and new varieties, producers and exporters, and distribution chains. On 19th October, Stone Fruit Attraction will once again represent the perfect place to establish new contacts while strengthening old ones. Don’t miss it! 
It is our pleasure to invite you to this event.

The Congress will take place on 19th October 2017 from 10am to 2pm at the Salon Fruit Forum in Hall 5 of the IFEMA (Madrid).

For further information:

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New Mac Fruit Attraction China takes place in Shanghai November 22-24

Macfrut China 2017

After the success of Mac Fruit Attraction Mena, a new meeting will take place in Shanghai, in the framework of the HORTI CHINA trade fair in November of this year

Madrid, 24 March 2017. Mac Fruit Attraction China has been created though an alliance of IFEMA and Cesena Fiera with VNU Exhibitions Asia. The event will take place in the framework of Horti China, a fruit and vegetable trade show to be held from 22 to 24 November 2017 at the Shanghai Convention & Exhibition Center of International Sourcing.

Organised by IFEMA and CESENA FIERA, two trade fair operators from the main fruit and vegetable producers and exporters, Spain and Italy, Mac Fruit Attraction CHINA will be a meeting point for Asian operators and the international fruit and vegetable trade. China has been identified as one of today’s strategic markets for its potential for development, which will make this new platform a commercial opportunity where participating companies can form alliances with the Chinese market. 

European Union exports to China in 2015 totalled 22,768 tons, with a value of 36.3 million euros.  Apples and pears were the main products exported, totalling 5,399 tons, with a value of 6,211 million euros, followed by citrus fruits, with 4,278 tons and a value of 4,220 million euros.  Within the EU, Italy, France and Spain are the main exporters to China. Spain was also the first country in the world to be authorised to export peaches to China in July 2016. Spanish plum, peach and nectarine exports to China in 2016 came to 815 tons and were worth 1.32 million euros. Last year, according to the data for the period until November, EU exports to China reached 31,298 tons with a value of 45.6 million euros.

Mac Fruit Attraction CHINA will take place in the framework of Horti China, a VNU Exhibition Asia event with four sections: Horti Seed, aimed at the seed industry; Horti Tech, which focuses on applied technology in production; IFresh, featuring the Chinese fruit and vegetable industry, and Mac Fruit Attraction CHINA, a trade show for international fruit and vegetable exhibitors.  

Driven by the success of Mac Fruit Attraction MENA, which will be held for the second time from 22 to 24 April in Cairo, this will be an important step forward in IFEMA’s international strategy with Cesena Fiera, with what has become an established platform for internationalization in the fruit and vegetable sectors in their respective countries. 

“I am extremely pleased with this alliance”, said Renzo Piraccini, president of MacFrut, “because it is a unique opportunity to expand in the great Chinese market”. It represents a step forward in our strategy to make Mac Fruit Attraction a platform for internationalising the fruit and vegetable supply chain in Italy”.

According to Raúl Calleja, director of Fruit Attraction, “Mac Fruit Attraction’s China edition will enable us to continue expanding out international network, establishing Mac Fruit Attraction as the main tool for the global fruit and vegetable trade, because of its capacity to foster meetings between the supply and demand in strategic places, all over the world”.

About Horti China

Horti China 2017: a new, international trade fair for horticulture, focusing on fruits, vegetables, flowers and plants, professionalizing the sector as well.

From 22-24 November, 2017, the first edition of Horti China will be held at the National Convention and Exhibition Center in Shanghai. The International trade fair’s powerful and highly experienced group of organizers consists of VNU Exhibitions Asia and their leading counterparts in Europe Mac Fruit Attraction. The event will create a much-needed professional platform for China’s horticultural business: agriculture, with vegetable and fruit production as a top priority, is seen as the country’s ‘forgotten sector’, in need of fast and comprehensive modernization. China’s central government has put agriculture and food production at the top of all priority  program.

At Horti China, leading fruits, vegetable, flowers and plants players from all over the world will meet Chinese business partners and seize the opportunities in the world’s largest food market! The fair will enjoy government support from China and Europe, and its program will include expert seminars, VIP incentives and media events ensuring full exposure to a market of 1,4 billion consumers.

About VNU Exhibitions Asia

VNU Exhibitions Asia is a joint venture of Royal Dutch Jaarbeurs and Keylong Exhibitions Service Co., Ltd. As one of the earliest exhibition companies in the country, VNU Exhibitions Asia has been a leader in China’s exhibition industry for more than two decades. Through the joint efforts of more than 150 outstanding employees, the company hosts almost 20 top exhibitions and conferences in China each year, and boasts an exhibition area of over 500,000 square meters. The company is currently headquartered in Shanghai.

About Cesena Fiera

Cesena Fiera is the organizer of the International exhibition Macfrut, one of the leading exhibition in fruit and vegetable industry. The 34th edition of Macfrut will be held in Rimini Expo centre from 10 to 12 May 2017.


IFEMA (Institución Ferial de Madrid) and FEPEX organise Fruit Attraction, the International Trade Show for the Fruit and Vegetable Industry, which attracts more than 1,500 companies from throughout the fruit and vegetable value chain, and 60,000 trade professionals from 110 countries to Madrid every year. The 9th edition of Fruit Attraction will be held from 18 to 20 October 2017