Following the success of its previous edition, Fruit Attraction São Paulo is preparing for its third edition, which will take place from 24 to 26 March 2026 at the São Paolo Expo & Convention Centre. The fair is establishing itself as the major international meeting point for the horticultural and fruit sector in the southern hemisphere.
Organised by IFEMA MADRID and FIERA MILANO BRASIL, the fair is already a strategic tool for revitalising the horticultural and fruit business in the region. With a focus on value creation, international expansion, and innovation, Fruit Attraction São Paulo will once again bring together producers, exporters, buyers, distributors, institutions, and specialised media covering the entire value chain.
The most recent edition, held in March 2025, achieved record figures that underscore the increasing importance of the event: a total of 400 exhibitors, more than 16,300 trade visitors from over 50 countries, and an exhibition area of 15,000 m², representing a 66% growth compared to the previous year.
Fruit Attraction São Paulo has successfully consolidated high levels of satisfaction among its participants. According to the official data, 85% of trade visitors are buyers with an influence or decision-making powers in procurement processes, while 94% of exhibitors stated that the event met or exceeded their expectations. Additionally, 92% of exhibiting companies would recommend participating in future editions, and 92% of visitors said they intended to return in 2026.
This edition of Fruit Attraction São Paulo will once again feature the Fresh Produce Area, showcasing the full variety of fresh horticultural and fruit products; the Auxiliary Industry Area, which represents the entire value chain of the sector, including seeds, fertilisers, transportation and logistics, packaging and labelling, post-harvest, retail, and related services; the Innova&Tech Area, highlighting the latest research and technologies applied to agriculture, such as automation, robotics, Internet of Things (IoT), biotechnology, bio-inputs, and genetic improvement tools; and the Fresh Food Logistics Area, focused on companies offering cold transportation solutions and logistics services for perishable products, ensuring the quality and safety of food from production to consumption.
At the same time, the Fruit Fórum will once again play a pivotal role in the event’s agenda, with an expanded programme of technical sessions and conferences focusing on the sector’s key challenges. Topics will include sustainability and logistics, technological innovation, product conservation, and efficient resource management.
Once again, one of the key areas will be the Buyers’ Programme, which has enormous capacity to generate business opportunities through strategic meetings with dozens of international buyers.
With these prospects, Fruit Attraction São Paulo 2026 is progressing confidently towards a new edition that will further establish its role as a leading platform for the development of the horticultural and fruit sector in Brazil and throughout Latin America.
