Fruit Attraction São Paulo, the second edition of which will take place from 25 to 27 March at the São Paulo Expo, has already built a reputation as a meeting point and business platform for the fruit and vegetable industry.
Brazil is the world’s third-largest fruit producer but ranks only 23 among exporters. In this regard, Fruit Attraction São Paulo will once again have a significant role in strengthening and driving the sector’s international expansion.
“With its enormously diverse climate and landscapes, this country is one of the world’s biggest producers. However, there are still challenges restricting its growth in the international market, such as a need to improve the logistical infrastructure, move into new markets and invest in more innovative and sustainable technologies. Fruit Attraction São Paulo plays a crucial role in this context, offering a strategic launchpad for driving the international expansion of the sector”, explains Jaime Martín, International Expansion director at IFEMA MADRID and joint coordinator of the event with Fiera Milano Brasil.
The first edition, which took place in 2024, attracted 300 exhibitors from 15 countries and welcomed more than 12,000 visitors. The estimated impact topped 1 billion Reales for the industry. This year, Fruit Attraction São Paulo has taken a step further towards its consolidation as the main sector event in South America.
Fruit Attraction São Paulo 2025 foresees increasing business opportunities by up to 15%. To achieve this, it has already received confirmation from 45 international buyers from 21 countries who will participate in the meetings promoted by Apex Brasil (Brazilian Trade and Investment Promotion Agency), which last year accounted for exports worth 2.68 million dollars.
The growth of the fair is also reflected in the exhibition space it will occupy on the trade fair facilities, having doubled in size to accommodate 400 Brazilian and international brands, which will exhibit their fresh and processed products and their services.
“We are expecting between 16,000 and 18,000 visitors”, said Mauricio Macedo, CEO of Fiera Milano Brasil. “Fruit Attraction is a magnificent opportunity for small producers to participate and learn how an international trade fair works, which is possible as a result of the presence of the Departments of Agriculture of different Brazilian states”, he added. In 2024, representatives of eight state governments attended the event.
According to Guilherme Coelho, president of ABRAFRUTAS (Brazilian Association of Producers and Exporters of Fruits and Derivatives), this fair is a watershed for the sector. “Fruit Attraction São Paulo marks a turning point, positioning Brazil as a key player in international trade. Having an event of this magnitude in our country enables us to drive exports, diversify markets and increase the value of our products, highlighting their quality, sustainability, and competitiveness”.
Innovation and opportunities
In addition, the Fruit Forum will be another attraction at the fair. Designed to be a space for knowledge and sharing ideas, it will be a place where sector experts and leaders will meet to talk about the industry’s main challenges and opportunities. Among the main topics of conversation will be strategies for conserving product quality during transport and the keys to addressing import and customs requirements.
This time, there will be a keynote presentation courtesy of Marcos Jank, coordinator of the Insper Agro Global Centre, and an expert in worldwide agrofood systems, international trade, sustainability, business strategy and public policies. A renowned reference in the sector, Jank considers that logistics is still the biggest challenge facing the Brazilian fruit and vegetable sector.
“It is a serious problem that impacts our export capacity. Brazil is lagging far behind other Latin American countries when it comes to fruit and vegetable exports, mainly because of its significant logistical shortcomings”, he says.
At this edition, another focus will be technology and how it can contribute to production and exports in the context of climate change, population growth, and major transformations in consumer habits. Trends such as big data, smart tracking, automation, and artificial intelligence are already transforming the sector, enabling resource optimisation, and boosting productivity, as well as contributing to a more sustainable food system for future generations.
