Fruit Attraction: 18 years driving growth across the global fresh produce industry

In 2026, Fruit Attraction celebrates its 18th edition, a milestone that reflects both the maturity of the event and the evolution of the fruit and vegetable sector into a key driver of the global agri-food industry.

Since its launch in 2009, Fruit Attraction has helped growers, exporters and suppliers expand their international reach and grow their business. Backed by IFEMA MADRID and FEPEX, this event was created as a meeting point for the entire fresh produce value chain, bringing together industry professionals and generating business opportunities worldwide.

The growth of Fruit Attraction has reflected the transformation of the fresh produce industry itself. What began as a product-focused trade event has evolved into a global business platform spanning production, trade, logistics, technology and innovation, bringing together the key players across the fruit and vegetable value chain.

The growing role of berries

Within this landscape berries now play an increasingly important role at Fruit Attraction. Strawberries, raspberries, blueberries and blackberries are among the event’s strongest categories, highlighting a sector shaped by innovation, more sustainable production methods and consumer demand for healthy, convenient foods.

Fruit Attraction has become a major hub for the berry business, bringing together leading producers, exporters and marketers to present new developments, explore market trends and connect with buyers from across the globe. The growing number of specialized berry exhibitors highlights the sector’s increasing importance within the global fresh produce industry.

The 2026 edition will feature 162,000 square meters of exhibition space, more than 2,500 participating companies and an expected attendance of over 121,000 professionals from 150 countries. These figures reflect the persistent growth of the event and its role as an international business platform for the fresh produce industry.

International outreach is expected to remain a key focus of this edition, supported by a dedicated International Buyers Programme that will bring together 700 leading buyers and sourcing professionals from more than 50 countries. The event's global reach will be further strengthened with China and the United Arab Emirates participating as Guest Importing Countries.

Innovation will again feature prominently through areas such as Innova & Tech and Innovation Hub, where companies will showcase new developments in digitalization, sustainability, automation and process optimization. At the same time, the event’s conference programme will bring together industry professionals to discuss key challenges, share experiences and exchange views on the future of the sector.

Eighteen years on, Fruit Attraction continues to bring together companies from across the fresh produce supply chain, providing space to do business, exchange ideas and develop new international partnerships.