We spoke with Begoña Jiménez, head of communication at FEPEX and Asela González from the commercial department of Fruit Attraction.
On the occasion of Fruit Attraction's 15th anniversary, we interviewed Begoña Jiménez and Asela González. In this interview, they talk to us about how Fruit Attraction has grown over the last 15 years; "...there were various regional fairs that had a presence in their autonomous communities, but they could not attract the rest of the exhibitors, so we thought of a national fair that would show the diversity of all the autonomous communities..." Begoña tells us. Asela points out that; "The fair started with only one and a half pavilions, in the beginning, the producers' part occupied one pavilion and the auxiliary industry part occupied half of the other, now we have come to occupy nine pavilions in this edition...".
They also explain how the spaces and communication have changed in Fruit Attraction; "At the fair, at that time, almost all the stands were modular and had sloping counters where they put the produce, it looked like a market... Now, seeing the stands is impressive because there is tremendous imagination", Asela emphasises. Begoña emphasises that; "At the beginning, just as the project was small, so was the communication. There was only me and one other person at IFEMA".
Both agree that the fair has undergone significant international growth, changing and evolving the profile of visitors, companies and the media.
Finally, we asked them if the objectives set for the fair are the same as in 2009; "It is all about demonstrating the diversity, the quality of Spanish fruit and vegetables..." Begoña emphasises. Asela affirms, "Our aim is to ensure that there is an increasing variety of companies within the fair".