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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Introducing the Fruit Logistica Tech Stage

Located in Hall 7.1c at stand B-08, the Tech Stage will also be the place to learn about technical solutions in machinery, technology and packaging. Participation is free and all presentations will be simultaneously interpreted into English, German, French, Italian and Spanish.

Modern technology makes it possible to capture more data than ever before across the fresh produce value chain. How this data can be used to protect brands and consumers is the subject of one of six technical solutions to be addressed on the Tech Stage at the Fruit Logistica fair, being held in Berlin February 3-5.

Located in Hall 7.1c at stand B-08, the Tech Stage will be the place to learn about technical solutions in machinery, technology and packaging. Participation is free and all presentations will be simultaneously interpreted into English, German, French, Italian and Spanish.

Other topics include how paper-based packaging can help companies pack their fresh produce safely and conserve natural resources, and details of the winners of the ‘FInish future prize for ICT in the fresh supply chain’ – a chance to learn about innovative software solutions already tackling coming challenges in the fresh supply chain.

Tech Stage themes in detail

How data will protect your brand and your consumer
Wednesday, 3 February, 11:30 – 12:30h
Value chains for fresh produce are longer and more complicated than ever as consumers expect safe, consistent and tasty produce regardless of season and location. Modern technology makes it possible to capture more data than ever before across this chain. The chance to add significant value through the intelligent application of data is one of the great opportunities for the global fresh produce industry.

The world’s most intelligent digital sorter
Wednesday, 3 February, 13:00 – 14:00h
Key Technology
Veryx™ is a modular platform of chute-fed and belt-fed sorters, bringing a complete new standard of digital sorting. With its innovative mechanical architecture & sensor technology, state-of-the-art electronic sort engine, advanced machine algorithms and rich information capabilities, Veryx™ delivers a revolution in performance that defines the new standard for digital sorting.

FInish future prize for IT in the fresh supply chain
Thursday, 4 February, 10:00 – 11:00h
Euro Pool System International (Germany)
Presentation of the winners of the “FInish future prize for IT in the fresh supply chain” followed by conferral of the awards by the President of the German Fruit Trade Association (DFHV) and the CEO of Euro Pool System International (Germany) GmbH.

Enhancing freshness & reducing waste through packaging intervention
Thursday, 4 February, 11:30 – 12:30h

Increasing productivity and profit
Thursday, 4 February, 13:00 – 14:00h
​TopControlTargeted optimisation of packaging processes plays a major role in increasing profits in the fresh produce industry. This is crucial for greater added value, especially in times of increasing price pressure on the market and rising resource costs. TopControl helps its clients achieve significant profit increases by reducing the give-away, optimising internal processes and improving operations efficiency.

Paper-based packaging: the environmental choice
Thursday, 4 February,14.30 – 15.30h
Mondi Paper Sales GmbH
​Mondi Paper Sales shows how paper-based packaging helps to ensure safe and reliable delivery of fresh produce while also conserving natural resources.

For more information: Introducing the Tech Stage at Fruit Logistica 2016

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How information technology is changing the horticulture sector

During the 2nd EU Fresh Info Forum & Roundtable which took place in Rotterdam December 1-2, there was much focus on the role of data in today’s and tomorrow’s horticultural enterprises.

During the 2nd EU Fresh Info Forum & Roundtable which took place in Rotterdam December 1-2, there was much focus on the role of data in today’s and tomorrow’s horticultural enterprises. This year’s event attracted more than 320 participants and speakers. “The international fresh produce world is represented with participants from 16 different countries, from all six continents,” organisers said. The organisers are all firmly established in the field of information management. Frug-i-Com is a Dutch framework of cooperation in the chain of fruit and vegetables which set itself the ultimate goal of facilitating the electronic exchange of information among participants from the fresh produce sector by means of uniform labelling and electronic messages. They organised the event together with their partners, GS1 in Europe, who work on harmonised standards and solutions for European business, and IFPS, the International Federation for Produce Standards, which has the objective of improving the efficiency of the fresh produce supply chain through international standards. The overarching title of the gathering, Horticulture 4.0, was chosen to refer to the fourth industrial or digital revolution made possible by the combination of the internet and new technology such as robots and drones. The theme of the conference was that the integration of ICT (information and communications technology) in the design, production and distribution process of the fresh produce industry is inevitable.

Open data and cultural issues

This digital revolution is not only a thing of the future – it is already happening today. “Without realising we are very much influenced by the internet and data,” said Mario Campolargo, director of the NET Futures European Commission. He thinks that big data and open data are important to digital development and complete ecosystems, including in fields such as logistics, agrifood, e-learning, and media and content, and should be innovated around these open data in order to create new business models. “It’s not just about technology, it is about the ability to develop new business models,” Campolargo said. The sharing of data is not yet a natural thing to all parties involved since it raises concerns about privacy. Campolargo explained that – though a topic the EC is working on – legislation in the area of ICT is very difficult since developments are moving very fast. Legislation is not the only issue surrounding this topic. “There is a big cultural issue about adopting IT solutions,” said Ben Horsbrugh, director of quality management at Univeg – a Belgian based worldwide supplier of fresh produce. “Moving from paper-based processes to data-driven processes is complicated.” It calls for a different approach to the use of the data generated. “You have to change from a batch-by-batch approach to really using your data for improvement,” Horsbrugh said. Starting with simple solutions is helpful in the adopting process. Data from Excel files can be read in more sophisticated ERP systems and can also be used to assess exactly what data is needed. For Horsbrugh, quality is key when it comes to data management. “Data quality should be the sum of the quality improvement strategy,” Horsbrugh said. For the future, he foresees a movement into the direction of using data at the growers’ fields. “But it depends on the sophistication of the process.”

Transparency and chain cooperation

Christoph Waltert, business excellence manager with SanLucar, would even go as far as to say that trade information is a strategic asset. At SanLucar, information management is geared towards creating business excellence. “There are four requirements for information in order to drive excellence,” Waltert said. He mentioned quality, completeness, the real time factor and people, acknowledging that the latter adds complexity to the process. But that’s not to say that improvement cannot be achieved with simple measures as well. “It can be a sophisticated solution but a standardised Excel sheet can do the job as well,” Waltert said. In the end, information management needs to be a continuous and joint effort. “The whole fruit and vegetable sector needs to work on information management and standards, in order to drive business excellence together and individually,” he said. Retailers appear to be focusing on chain cooperation too. “Information sharing is of crucial importance in supply chains,” said Ruud Limmen, vice president of value chain development at Ahold Europe, the group to which Albert Heijn belongs and the Netherlands’ largest retailer. Albert Heijn operates according to the motto Better Every Day. To achieve that, the retailer has a focus on the centralisation of information based on real-time connections with check-outs and suppliers. Jumbo, the Netherlands’ fastest growing grocer, calls for transparency in the fresh supply chain in order to establish consumer trust. “This is particularly important for the 8,000 private label products that Jumbo carries and is responsible for,” said Johan Hulleman quality manager at Jumbo Supermarkets. Data management plays a large role in Jumbo’s supplier management for private label products. A database is built to connect suppliers and other data in order to plot supplier risk in a matrix based on product hazard and supplier impact. In this process the sharing of responsibilities and partnerships with suppliers – particularly where it concerns sharing data – are key to building consumer trust.

Field robotics

The importance of data sharing was also stressed by Professor Salah Sukkarieh from the University of Sydney, who is an international expert in the research, development and commercialisation of field robotic systems. “Farms need to open up and combine data,” he said. In the area of precision agriculture and field robotics, standardisation will become very important and so will the availability of data, too. And there is no doubt that robotics will play a role in the future of farming. “Robots will come, that is a reality,” Sukkarieh said. Robotics in agriculture is all about data collection – to a very specified level; this may even be at the level of individual flowers on a tree – by drones or other specially designed devices. Algorithms are then applied to the collected data and the results can help make a determination about the crop that is analysed. For instance, it is possible for a device to determine whether the plant analysed is a crop or a weed and following that a robotic arm can then spray the plant with either nutrients or a herbicide. This opens up far-reaching opportunities. For instance, selective harvesting could be a possibility. “This is about how you fuse statistical information to build a picture of the total supply chain which will lead to more standardisation of crop architecture,” Sukkarieh said.

All in all, the digital revolution is offering the horticultural sector many developments and plenty of food for thought. What is clear is that open data, chain cooperation and standardisation will be key to this process. Are we headed for a future in which the fresh produce supply chain becomes predictable?

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Prophet tracing fresh produce around the globe

Prophet is a leading designer and provider of supply-chain software for the food and horticultural sectors, with extensive expertise in fresh and chilled horticultural products, and was an official partner and sponsor at the show.

“Traceability is now expected by retailers, as opposed to something that’s nice to have,” Prophet customer relations director Paul Seekins told ED at the London Produce Show.

Prophet is a leading designer and provider of supply-chain software for the food and horticultural sectors, with extensive expertise in fresh and chilled horticultural products, and was an official partner and sponsor at the show.

Seekins said one of the competitive advantages of Prophet’s software is batch control.

“A batch can be as big or as small as you want it to be – it can be a ship, a truck or even down to a pallet – it gets a unique number no matter where it goes, if split down, packed, wasted or marketed, whatever, the identify of that batch goes with the product.

“It can end up on the shelf as something completely different but we can trace back to that raw product, who supplied it and potentially which field or tunnel it was grown in, depending on the requirements of that particular supply chain.”

Traceability is now much higher on the agenda for retailers and suppliers, Seekins said. In the US, fresh produce food scares – where, for example, people have died from food poisoning linked to eating melons – has highlighted the need for much higher levels of traceability.

“Because not only do you need to know that you have an issue now, you also need to know precisely who else has had that particular batch in order to be proactive and do a proper recall, without scaremongering everybody who might have ever bought something from you.”

“We specialise in fresh produce and therefore we deal with all kinds of it – everything here at the show is a commodity that is being transacted on our system somewhere in the world,” he said.


London Produce Show:


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Laser Food & JBT bring cutting-edge laser labelling technology to UK

Spanish fresh produce technology specialist Laser Food, together with US partner JBT Corporation, made their first major appearance on UK shores at the London Produce Show.

Spanish fresh produce technology specialist Laser Food, together with US partner JBT Corporation, made their first major appearance on UK shores at the London Produce Show.

Held June 3-5 at London’s Grosvenor House Hotel, the show was a key opportunity to explain to leading members of the fresh produce sector why Laser MarkTM can be an effective alternative to traditional fresh produce labels.

Laser Food’s head of international business development, Stephane Merit, said: “The UK is a major consumer of fresh fruits and vegetables in Europe and it is also a very demanding market that wants quality and is ready to pay for it.”

Merit said the UK is a perfect target for the technology as laser labelling is a way to add value to fresh produce and help retailers reduce their carbon footprint. The reduction in carbon footprint, which can be delivered by the paper-free technology, also fits well with consumer – and therefore retailer – awareness and concern about environmental issues.

With the London Produce Show consolidating its position as a major meeting place between UK retailers and producers of fresh fruits and vegetables worldwide, Merit said it offered Laser Food and JBT a great opportunity to demonstrate the benefits of laser-labelled fresh produce.

“Maintaining a constant dialogue with the major UK retailers is key because we know they are the ones who set trends and are looking for new products, new technologies and new ways of satisfying their customers’ needs.”

Based in Valencia, Spain, Laser Food originally developed the laser labelling technology between 2010 and 2013 as part of its Laser MarkTM research project, which was 50% funded by the European Union.

The technology, which can be applied to almost any type of fresh produce, uses EU-approved compounds that do not damage the fruit surface or interior, while maintaining the commercial value of the product. The materials used in the process were legally approved by the EU for pomegranates, melons and citrus in June 2013.

As well as being able to write brand names directly onto fruit, the system allows growers and retailers to add QR matrix codes to product surfaces, offering greater traceability.

Laser Food and JBT Corporation tailor their services to the individual needs of each client, and are currently supporting customers in Italy, France, Poland and the UK. JBT Corporation is a leading global supplier of integrated solutions for the fresh produce sector.

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Bta. 2015 welcoming more than 500 exhibitors to Barcelona from tomorrow

Bta logo

Tipped to be Europe’s largest food technology trade show this year, Bta. 2015 starts tomorrow in Barcelona and will offer the latest innovation and technology solutions for the food industry.

Running till April 24 at the Gran Via Fira de Barcelona Venue, the event – the International Food and Beverage Machinery, Technology and Ingredients exhibition – will coincide with Hispack, the International Packaging Exhibition and is organised in three trade shows: TecnocárnicaTecnoalimentaria and Ingretecno.

Bta. expects more than 35,000 professionals from the food industry to visit the triennial event, now in its 15th edition, and will welcome more than 500 exhibiting companies.


Bta. 2015 is expanding the range of products presented, incorporating machinery and technology for the dairy industry, industrial refrigeration and cleaning, waste processing, logistics processes and environmental solutions for the food industry.



– Innovation Meeting Point

– Ingrenova

– Bta. Innova and Bta. Emprende Awards

– Business meetings and interviews with international buyers 

– Innovation Area (IRTA and Ainia)

– Seminars, Conferences and Presentations

– Networking Spaces










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Biobest presents an innovative hive

TECH biobest Bart Sosef

“We are happy that there is more and more demand for crop bio-protection from the Middle East countries, South Asia and China,” said Kris Fivez, Sales Manager of Biobest company. “We see interest from Azerbaijan, Kazakhstan and Georgia, too, while Europe and America are already our loyal clients, and people in other regions are also becoming more concerned about food safety and integrated production.” At Fruit Logistica Fair, Biobest presented one of its innovations, a special bumblebee hive. Its use allows an increase in the crop yield of various fruit trees, such as kiwi and pear trees. “The working principle of our new hive is the following: there is a special dispenser inside which pollen is stored; as it leave the hive, a bumblebee comes through the dispenser tray and takes pollen with it,” explained Herman Van Mellaert, director of business development. “Thus, fruit trees which have less pollination due to lower temperatures or rain will receive additional pollination, and the yield will be greater, the fruit size bigger.”
Biobest manufactures and sells products for biological pollination and pest control. With 25 years experience, it is a pioneer in biological crop protection sector. The company has opened subsidiaries in 10 countries around the world and Biobest exports its products to 55 countries, helping local farmers reach their economic and ecological goals. “We care about the preservation of local fauna”, Van Mellaert stressed. “If possible, we breed local species of bumblebees. This is done in Argentina and in some other countries too.”

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Bioconservación: new logo and more powerful filters for citrus

logo bioconservation

Bioconservación-Protekfruit presented its new Clean Air Experts corporate image at Fruit Logistica in Berlin, where it showcased its expertise in post-harvest ecological protection. It offers different solutions for fruit, vegetable, flower and plant-related supply chains in harmony with agriculture that is more sustainable, produces less waste and increases profitability. The company has over 18 years’ experience in the sector and a network of partners in more than 40 countries. This year it has new products in its Transportekt line – the F100 and F75 filters designed specifically for citrus.They have the best ethylene and volatile organic compound (VOC) absorption capacity on the market and are approved for use in organic farming. These products do not come into contact with the fruit, are not additives or pesticides, and they leave no residue. Guaranteed by its own laboratory – the biggest in Europe devoted to developing air purification and gas filtration products – the filters are also subject to a rigorous quality control and traceability system and produced under certification including from SGS and Bureau Veritas. Attendance at the Fruitlogistica fair helped the company strengthen its links with its partners and attract new clients – both vital for its goal of “expanding our  market share in other countries.”

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Infia´s green innovation philosophy

TECH infia (recortar foto)

Infia has created and developed a new side ventilation system called “F concept”. Good aeration of the tray allows for more rapid pre-cooling of produce and so slows down the ripening process of the fruit, ensuring a longer shelf life. The holes on the side also let the ethylene vapours naturally produced by fermentation of the fruit escape. 
Upholding its green innovation philosophy, Infia’s  F Concept, allows for a 25% reduction of carbon dioxide emissions into the atmosphere during the pre-cooling phase of fruits and vegetables. In addition, thanks to the new mono material handle free of metal rivets, all Infia punnets are now 100% recyclable. “We aim to develop solutions to improve shelf life by cutting the percentage of waste, which causes great financial losses to retailers and prevents sustainable development of our industrial sector. Our commitment in this direction”, says Alessandro Marinari, explaining some of the advantages for importers  and supermarkets: “Also, the elimination of water vapour condensation at the retailers, which means greater visibility of produce and delayed appearance of moulds and fungi. In case of heat sealing, it is sufficient to use standard film instead of macro/micro perforated film, with considerable cost savings. And there is an important reduction in ethylene emissions, when present, which means a longer shelf life for the produce.” With a 65-year track record,  Infia today is one of the leading fruit and vegetable plastic packaging producers in Italy and 70 other countries worldwide. The company, located in Cesena and Valencia,  was one of the first companies to invest in new materials such as PET. MV

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Decco has total coverage in citrus fruit

TECH poscosecha DECCO

“Our main objective at Decco is to provide post-harvest solutions right through from picking the fruit to the end consumer”, declared Sergio Gaspar Caldera. Decco’s wax and fungicide solutions are already well-known worldwide. Decco is constantly seeking out new ideas and initiates innovative new projects every year. One of these is Melanite, the novel synthetic fungicide the company launched last year to combat Geotrichum and Penicillium. It covers the gap left by the removal of guazatine from the citrus post-harvest market. Melanite is the only active ingredient to combat the two main post-harvest fungi in citrus fruit. “Mixed with Deccofos, it covers the whole spectre of the fungi that cause almost all post-harvest rots”, explained Sergio Gaspar, who confirmed that Melanite had a successful launch 5 months ago and has been selling well ever since. The Bio line for organic crops is also attracting great interest and has a promising future, as does the range of natural and synthetic product combinations. Decco’s main markets are countries with a strong agricultural sector: Spain, Italy, Israel, the United States, Mexico, Chile, South Africa, China and India. Decco also guarantees the quality of its products and good customer care, through its distributors, for clients in new markets where it does not have a direct presence.
World leader
Decco is the world’s leading company in post-harvest treatments for fruit, with over 40 years’ experience in the agri-food business. During this time it has been the standard bearer of technological innovation and new product development in this sector, and remains so to this day.
Decco offers a wide range of waxes, fungicides, detergents and disinfectants for treating citrus fruit, pip fruit, melons, etc. It also develops and manufactures treatment application systems that ensure maximum efficiency. In addition, Decco Iberica has measurement and control equipment for degreening and cold storage rooms, waste spray mixture treatment equipment, systems to regulate and control ozone levels, automatic disinfection equipment, etc. However, the main feature that distinguishes DECCO is the company’s dedication to customer service in order to improve the health and appearance of its clients’ fruit. AK