Proexport doubles down on its commitment to Fruit Attraction

The Association of Fruit and Vegetable Producers-Exporters of the Region of Murcia (Proexport) is doubling down on its commitment to Fruit Attraction (IFEMA, Madrid, 6–8 October) and is preparing a record-breaking 2,300 m² exhibition area, where 36 stands belonging to its member companies will be located.

“At Fruit Attraction, our member fruit and vegetable producers welcome existing and new customers from all over the world, as well as suppliers and industry professionals with whom to do business, plan campaigns, analyse the future and forge new partnerships*.”* He adds: “Over these three days, we create the right environment to share our vision of production and consumption with national and international retail, helping them with effective solutions and top-level service based on quality, innovation, sustainability and logistics capabilities, which are some of our main hallmarks,” highlights Proexport President Mariano Zapata. He also shares a figure that underlines the intensity of this commercial activity: members have already scheduled more than 300 business meetings and commercial appointments.

Strong presence of member companies

Proexport will maintain an information and institutional stand in Hall 7 (stand 7D09, Region of Murcia), while its members will occupy an exhibition area of approximately 2,300 m². Throughout the trade fair, they will engage in intense commercial activity with distributors, importers, wholesalers, processing companies, foodservice chains, suppliers and international buyers. The association recommends that all interested parties contact the companies in advance to schedule a visit.

The Proexport member companies exhibiting in Hall 7 of Fruit Attraction are: Agrodolores, Agromark, Agromediterránea Hortofrutícola, Agromontes Fresh Group, Behr Iberia, Campolor, Coaguilas, Cricket, Deilor, Difrusa, Fortini Group Growers, Fruca Marketing, Fruveg, G´s España, Grupo Hortofrutícola Paloma, Hortiberia, Jimbofresh, Kettle Produce España, Melones El Abuelo, Mercagrisa, Grupo Hortofrutícola Murciana de Vegetales, OP Looije, Pozosur, Producciones Agrícolas Sabas, Explotaciones Agrarias Puerto Export, Sacoje, Agrícola Santa Eulalia, Soltir, Subasur, Verdimed and Villarfresh.

In addition, Agridemur, Agrupapulpí, Cuadraspania, Natveg, Peregrín and Primaflor can be visited in Hall 9; Agrícola Marvic and Bonnysa Agroalimentaria will exhibit in Hall 3; and Florette Ibérica will have its stand in Hall 10. Other member companies will meet with customers at the Proexport stand.

Global challenges

Under the slogan “United in the Face of Global Challenges”, the association aims to highlight the need for a responsible and united response to the challenges faced, on the one hand, by farmers and agricultural companies affected by complex European regulations and the current geopolitical situation and, on the other, by European consumers demanding the highest standards of quality, sustainability, freshness and flavour in fruit and vegetables.

“Producers in the Region of Murcia and south-eastern Spain are taking on this challenge and we must ask retail to stand with us*, working together side by side to strengthen commercial relationships, boost consumption and provide stability and security for the major investments we are making in crops, varietal innovation and food safety,”* Zapata stresses.

Featured fruit and vegetable products

Customers and industry professionals are well aware that regional production, both conventional and organic, maintains national leadership in crops such as lettuce, endive and all leafy varieties, broccoli, celery, artichoke, melon, lemon and table grapes, while also ranking second in tomatoes, peppers, watermelon, courgettes and peaches.

The list of other specialities with which producers surprise the most demanding buyers is extensive: pumpkin, spring onion, peas, okra, dragon fruit, radish, pak choi, kale, graffiti cauliflower, lamb’s lettuce, pointed cabbage, spinach and aromatic herbs, among many others.

The Region of Murcia and the companies that grow there stand out for their exceptionally wide range of fruit and vegetables. Producers and cooperatives in south-eastern Spain have access to Europe’s most advanced agronomic expertise, technology and biotechnology across every stage of production, from cultivation to harvesting, as well as subsequent handling, packaging and distribution to customers around the world.

Fresh products are developed to meet the preferences of international markets, working closely with agricultural research centres and international seed companies based in Murcia and Almería.

Export figures

Fruit and vegetable exports from the Region of Murcia amounted to almost €3.8 billion last year. Among the main destination markets for products from the Region of Murcia, Germany stands out, with more than €1 billion in imports, followed by France and the United Kingdom, with €542 million and €478 million, respectively.

The Region of Murcia accounts for 20% of Spain’s fresh fruit and vegetable exports in 2025, which totalled 12 million tonnes and reached €18.666 billion, according to FEPEX data.

About Proexport

The Association of Fruit and Vegetable Producers-Exporters of the Region of Murcia (PROEXPORT) brings together 60 groups of agricultural companies, cooperatives and wholesale markets engaged in the production and marketing of conventional and organic fruit and vegetables. Their combined production, exceeding 1.5 million tonnes, is marketed in international markets across more than 50 countries and generates 28,000 direct jobs.

Proexport works alongside its members on advanced social responsibility programmes, initiatives promoting healthy eating in schools and environmental protection programmes, for which it has received various national and international awards.

About Fruit Attraction

Fruit Attraction is one of the world’s major international meeting points for the fruit and vegetable sector. Its 2026 edition will bring together 2,200 exhibitors and representatives from 100 countries, with an expected attendance of around 120,000 visitors.

More information at: www.proexport.es