With less than two months to go, Fruit Attraction 2025, organised by IFEMA MADRID and FEPEX, confirms the excellent marketing pace of its 17th edition, having reached 95% occupancy with a total of 72,700 square metres allocated, which reaffirms its position as one of the leading international events in the fruit and vegetable industry.
The trade fair thus continues in line with its objective of surpassing the figures of previous editions, with forecasts that point to more than 2,500 exhibiting companies, 75,000 square metres of commercial offer and the attendance of more than 120,000 professionals from 150 countries.
In addition to its powerful exhibition offer and the new sectorisation across 10 halls, Fruit Attraction 2025 is once again committed to innovation and knowledge as key pillars of its value proposition.
Innovation Hub Awards: awarding innovation in the fruit and vegetable industry
Entries are now open for a new edition of the Innovation Hub Awards, which recognise the most innovative and sustainable solutions in the industry. Aimed at exhibiting and co-exhibiting companies, they will assess projects that were first placed on the market after 1 September 2024 and which have not been entered in previous editions.
With three categories – Fresh Produce; F&V Industry; and Sustainability and Commitment Actions –each with a prize of 2,000 euros, the awards will be presented during the fair, in the Innovation Hub space, where all the shortlisted products will be on display. The deadline for entry ends on 27 August.
In addition, Fruit Attraction will be awarding the Best Stand Awards, which will recognise exhibition spaces that stand out at the trade fair for their creativity, design and commitment to sustainability in four categories: Most Original; Best Design; Most Sustainable and People’s Choice.
Factoría Chef: the flavour of fruit and vegetables takes centre stage
For its part, Factoría Chef is once again consolidating its position as the most dynamic culinary space at Fruit Attraction. An environment designed for companies in the Fresh Produce area to showcase the culinary qualities of their products through attractive showcooking sessions. The demonstrations, lasting up to 40 minutes each, are an exclusive and free opportunity for exhibitors to connect with the international channel, inspire new ways to consume fruit and vegetable products and position them as key ingredients in healthy, tasty and sustainable meals. The deadline for entry ends on 27 August.
A strategic event for the industry
With the tomato featuring as this year’s star product, the programme of activities surrounding it will be focused on its nutritional value, economic impact and geopolitics in international trade. There will be round table discussions, tasting sessions, crop demonstrations and market analysis, including the EU-Morocco agreement and its effect on EU production.
Also noteworthy is the participation of Malaysia and Mexico as Guest Importing Countries, which will join the powerful Buyers Programme that, with the collaboration of MAPA and ICEX, will be inviting more than 700 buyers from all over the world. Also being organised by ICEX is the World Fresh Forum, the series of webinars featuring experts and trade professionals focusing on Mexico, Malaysia and China, taking place on 15, 16 and 17 September.
On the other hand, Fruit Attraction is promoting the Organic Hub Tour, a specially signposted route within the trade fair that will give greater visibility to organically certified products.
The trade fair will once again become a knowledge centre in the different Forums with a complete programme of technical conferences made up of sessions characterised by a wide variety of content, as well as the high level of the participants and speakers.
Fruit Attraction 2025 is taking place from 30 September to 2 October at IFEMA MADRID, from 9.30am to 7.00pm and until 4.00pm on the last day. The trade fair is emerging as an essential platform for business, knowledge and international projection for the entire fruit and vegetable industry.
