This tuesday, the Fruit Next Forum of Fruit Attraction witnessed the closing of the alliance signed by Ifema Madrid and Fiera Milano to carry out, next year, the first edition of Fruit Attraction in Brazil.

This was announced at a press conference by Juan Arrizabalaga, general director of Ifema Madrid and Andrea Sozzi, Group Business Development Director of Fiera Milano, accompanied by the Brazilian Ambassador to Spain, Orlando Leite.

As a result of this alliance, Fruit Attraction will have a new event on the American continent from April 16 to 18, 2024. Brazil is the third producer of fruits and vegetables in the world and the first in Latin America, so Fruit Attraction Brazil, which will take place at the Expo & Convention Center in São Paulo, it is positioned as an important commercial enclave between Europe and Latin America. Agriculture in general represents 6% of GDP in Brazil, which remains the leader in Latin America for the production of bananas, citrus fruits, pineapple or corn, among others. Its exports account for 35% of Latam's total sales abroad, which makes it a market with great growth potential.

It is therefore a commitment to the internationalization of one of the most important fairs for the agri-food sector in the world, which comes to Brazil, the largest market in Latin America, bringing together all the characteristics to become a successful commercial meeting point for the professional horticultural sector, integrating the entire value chain and promoting cross-border trade between America and Europe.

After fourteen editions, Fruit Attraction, one of the great global references for the marketing of fruits and vegetables, organized by IFEMA MADRID and FEPEX, faces its internationalization process as a global reference brand looking to Latin America.

“Fruit Attraction is one of the great international emblems of IFEMA MADRID, which offers a guarantee of success in the internationalization process of the fair. An event that brings together every year 90,000 professionals from 137 countries and 1,800 companies from all over the world, and which brings together the main buyers of large distribution chains, which has made it one of the great global references. Without a doubt, one of the most suitable projects to bet on taking the Fruit Attraction brand abroad, precisely to a country as rich in the fruit and vegetable sector as Brazil. Thanks to this alliance with Fiera Milano, Fruit Attraction São Paulo is born with maximum guarantees and great potential,” says Juan Arrizabalaga, general director of IFEMA MADRID.

“We are excited to partner with IFEMA MADRID on such an interesting project. Through Fiera Milano Brazil, as one of the main fair organizers in the Brazilian market, we are deeply rooted in the ecosystem, and we immediately understood the potential of Fruit Attraction in São Paulo. The strength of the Fruit Attraction brand, together with our solid local industrial platform and our talented team, led by our general director, Mauricio Duval Macedo, will guarantee the success of this initiative. We believe that, in the current market scenario, cooperation is key for trade fair organizers to prosper and take advantage of the opportunities that arise globally, uniting capabilities and assets in order to create value for exhibitors and buyers," says Andrea Sozzi, Group Business Development Director of Fiera Milano.

The alliance between IFEMA MADRID and Fiera Milano establishes a distribution of responsibilities to guarantee the organizational and operational success of the fair. Thus, IFEMA MADRID is in charge of commercial management, the definition and management of the congress, and the communication and promotion of the event, in addition to directing the commercial actions carried out from its Delegation in Brazil. While Fiera Milano carries out the production, logistics and administration of the fair in addition to also sharing the communication and promotion of the event.

Fruit Attraction São Paulo will have 9,000 square meters of exhibition space, and foresees the participation of 200 exhibitors from all over the world. In addition, it will develop a program of international guest buyers that will bring together 250 references so that they can see, first-hand, all the fruit and vegetable capacity that will take place at this great fair.

Infoagro Editorial: R. G. / N. M. / Lydia Medero