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30 September 2021

Fruit Tech, the new place for innovation and digitisation at Fruit Attraction

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The next edition of Fruit Attraction, organised by IFEMA Madrid and FEPEX, will be held from Tuesday, 5 to Thursday, 7 October. One innovation at this edition is Fruit Tech, an area allocated to innovation and technologies that support digitisation in the fruit and vegetable sector. The new Fruit Tech area in Halls 6 and 8 will have a virtual set, augmented reality spaces, broadcast streaming, robotics, and more.

Fruit Attraction, in collaboration with Casual Robots Pro, a company that specialises in service robotics, will have several robots representing POMONA, Fruit Attraction's digital assistant.Casual Robots is participating as an IFEMA MADRID partner at Fruit Attraction with its "MindCobots" system, a software capable of unifying customer services at the fair by coordinating different tools (terminals, accesses, advertising, information, registration, home automation, signage ...), using AI and collaborative robot swarms.

The fair will also have an exciting Augmented Reality space where trade visitors will be able to experience the supermarket of the future with virtual reality goggles that will simulate a selection of products. These will give additional information about product origin, nutritional characteristics, recipe tips, and so on.

A walk through the aisles of Fruit Attraction and some key moments of the fair will also be watched through virtual reality glasses and broadcast live on the LIVEConnect platform.

At the same time, the virtual Fruit Tech set will host some fascinating interviews with trade professionals that will also be broadcast on LIVEConnect. Among the participants will be Jorge Brotons, president of FEPEX; Luis Miguel Fernández, manager of the Association of Organisations of Producers of Fruits and Vegetables of Almería, Coexphal; Aurelio del Pino, president of the Spanish Association of Spanish Supermarket Chains (ACES); Joaquín Gómez, president and manager of the The Association of Producers - Exporters of Fruits, Table Grapes and Other Agricultural Products, APOEXPA; Miguel Angel Gómez, manager of the Extremadura's Fruit Growers Association (AFRUEX); Fernando Gómez, director of the Association of Fruit and Vegetable Producers and Exporters of the Region of Murcia (Proexport); Rafael Dominguez, manager of the Strawberries Producers and Exporters Association of the province of Huelva, Freshuelva; Aurora Dominguez and Sheila Argáiz, president and manager of the Riojan Association of Wholesale Fruit, Vegetable and Nut Entrepreneurs of Logroño and Rioja, and Raúl Calleja, director of Fruit Attraction.

And to round off the Fruit Attraction 2021 experience, there will also be an opportunity to relax and have fun at Fruit Dance, an interactive stage where visitors can dance along to different choreographies with animated fruits and share the experience on social media with the entire fruit and vegetable community.