Fruit Attraction 2026

Date: October 6–8, 2026
Location: Madrid, Spain
Exhibitors: 2,485 companies from 64 countries
Visitors: 121,137 attendees

Specialization and uniqueness: the world's largest professional trade show dedicated to the marketing and commercialization of fresh fruits and vegetables. Since its founding, it has evolved from a regional Spanish platform into a global industry benchmark, now standing alongside Fruit Logistica (Berlin) and Asia Fruit Logistica, transforming Madrid into the annual capital of the global fresh produce market. The event is organized by IFEMA MADRID and FEPEX — the Spanish Federation of Associations of Producers and Exporters of Fruits and Vegetables — underscoring its industry-driven, rather than purely exhibition-oriented, nature.

The thematic structure of the exhibition reflects the entire value chain of the fresh produce sector. The Fresh Produce Area covers 70% of the exhibition space and encompasses the full range of fruits and vegetables. The Auxiliary Industry Area brings together equipment and supporting technologies for the sector. The Fresh Food Logistics Area represents the entire supply chain segment. The Innova&Tech Area is a dedicated space for agri-tech innovations and new business development. Each year, a featured crop is highlighted — a variety devoted to separate congresses, tastings, and scientific sessions. The parallel programme includes over 95 technical sessions and congresses, attracting more than 3,200 participants and covering topics such as innovation, sustainability, logistics, and cultivation technologies.

The defining feature of Fruit Attraction lies in the quality of its audience and its buyer engagement mechanism. Over 90% of exhibitors and 95% of visitors return to the show each year — a figure that speaks not to brand loyalty, but to the genuine commercial results of participation. 49% of all visitors are international professionals: importers and wholesalers from Europe, primarily from Italy, France, the Netherlands and the United Kingdom, as well as representatives from Peru, Chile, Brazil and South Africa.

Particular attention deserves the International Buyers Programme, co-funded by the organizers together with the Spanish Ministry of Agriculture and ICEX. Each year it brings approximately 700 major buyers to Madrid — heads of procurement at retail chains, importers and wholesalers from over 60 countries — for whom a full programme of roundtables, exclusive exhibition tours and B2B sessions is arranged. Additionally, "guest importer countries" are designated each year — markets with which the show purposefully develops new trade relationships.

For a fresh fruit and vegetable producer, Fruit Attraction is the entry point to the global market at minimal cost. The International Buyers Programme ensures that a buyer from a major retail chain does not end up at your stand by chance, but as part of a pre-arranged meeting — which is precisely why over 90% of participants return each year. Not out of loyalty to the event's brand, but because it delivers commercial results.