Interview with Félix Pérez-Fajardo, director of IBERPET

Summary of the first year

You took over management of the event a year ago. How would you sum up the most successful edition ever in 2026, with more than 21,000 trade visitors and 302 professional exhibitors? 

The outcome has been very positive, as shown clearly by the data. We’ve just wrapped up an edition with very strong participation from companies and industry professionals alike, confirming IBERPET’s ability to bring together the diverse range of stakeholders across the sector.

But beyond the figures, at IFEMA MADRID, what stands out to us is the response from the sector itself. My first year at the helm of the trade fair has given me the opportunity to gain a closer understanding of the needs of businesses, specialist retailers and veterinary professionals, and a clearer sense of what they expect from the event. We therefore have a very solid foundation from which to continue evolving and ensure that every exhibitor’s participation and every visit generate more business opportunities, valuable connections and knowledge.

What lessons from that edition have been key in shaping the direction for 2027?

One key lesson is that a trade fair’s growth cannot be measured by numbers alone. Naturally, increased participation is a positive sign, but what really matters is that this growth delivers value for those taking part.

We have also seen that professionals attending IBERPET are increasingly looking for a more all-round experience. They want to discover products and new developments, but also to find new suppliers, understand where the market is heading, share experiences, and access content they can put into practice in their work. This combination of business and knowledge, together with internationalisation, is what we want to continue developing in 2027. 

A new name, a new project?

Iberzoo Propet is changing its name to IBERPET. Beyond the new image, does this mark a change in the project or a new strategy for the event?

We see it more as an evolution than a break with the past. IBERPET builds on all the work carried out over the years, but it is launching at a time when both the trade fair and the companion animal sector have changed considerably. The industry has grown, new needs and opportunities have emerged, and we believe the brand needed to reflect that transformation.

IBERPET is moving into a new phase in which we want to make three elements that are already fundamental to us even more visible: business, knowledge and international reach. Therefore, we are preserving the essence of the project while taking a step forward in how we shape it and position it for the future. 

How did the new name come about, and how was it agreed upon? What role did the promoting and partner organisations, as well as the sector itself, play in the decision?

The change reflects an evolution we had been observing for some time. The trade fair has grown with the sector, and we needed a name that could represent this new reality more clearly and directly.

IBERPET maintains an ongoing relationship with AMVAC and AEDPAC, and also has the support of organisations such as AEVET, ANFAAC, CEVE, Fundación Vet+i and Veterindustria. Dialogue with sector organisations is essential for shaping the programme, identifying needs and building a trade fair that genuinely reflects what is happening in the market. It was important to us that this new chapter retained precisely that character: a project closely connected to the sector. 

What values and message does the new brand aim to convey to exhibitors and visitors? What is staying the same, and what is changing compared with the previous edition? 

We want IBERPET to be seen as a professional, dynamic trade fair that is open to the evolving market: A space where companies can do business and showcase their latest innovations, while professionals can discover trends, exchange knowledge, and anticipate the changes transforming the sector.

The essentials remain unchanged: specialisation, close ties with industry organisations, and the ability to bring together industry, retail and the veterinary sector. What changes is the ambition with which we aim to showcase all of this. The new brand allows us to better reflect this reality and move towards a trade fair that is increasingly connected to the international market. 

International outlook

Does the name change also reflect a stronger international ambition? Which markets do you consider priorities for IBERPET?

Without a doubt, internationalisation is one of the areas in which we want to continue growing. We already have a significant international presence: at the last edition, we welcomed professionals from 80 countries, and we believe there is scope to turn that interest into longer-term business relationships for companies.

It’s not just about attracting professionals from more countries, but about identifying the markets and profiles that can generate real opportunities. We want to take a highly business-focused approach to internationalisation, targeting buyers and professionals whose needs align closely with the range of products and services showcased at IBERPET.

This year sees the launch of the International Hosted Buyers Programme. What does it involve, and what results do you expect it to deliver for exhibitors?

It’s one of the new initiatives that best reflects this ambition. The programme is designed to bring exhibitors together with international buyers who have decision-making authority and to facilitate meetings that could lead to new business opportunities.

Our aim is for every company taking part in IBERPET to meet the right contacts for its strategy and to build relationships that continue beyond the days of the fair. That’s why I’d focus less on the number of buyers and more on the quality of contacts, the value of the meetings, and the genuine potential to enter new markets.

That’s why we are in talks with the main players in the Latin American and European markets, inviting major distributors and buyers to help our exhibitors grow in these destinations.

How does IBERPET position itself in relation to Europe’s major trade fairs in the sector? What sets it apart?

I believe we have a proposition with a very distinctive identity. IBERPET brings manufacturers, distributors, specialist retailers, veterinary professionals and service companies together in one place. This creates a broad, cross-sector view of the companion animal industry.

This is complemented by our connection with the veterinary field through VetMadrid and a professional programme that covers business, innovation and knowledge.

What makes us stand out is our capacity to bring together business, animal health, training and innovation in the same event. Lastly, we make the professionals who visit us the centre of the entire process, offering an all-round, valuable experience.

Expectations and new projects for 2027

What are your expectations for the March 2027 edition in terms of exhibitors, visitors, and represented sectors?

We look to 2027 with a very solid base (90% of exhibition space at the fair has already been sold) and, naturally, we intend to keep growing. But we want to do so in a balanced way. It is as important to us to increase participation as it is to achieve a representative offering, diverse and with high quality, and to offer new, surprising products at each edition.

We want to bring together the different areas that make up today’s pet market: nutrition, animal health, equipment, technology, specialised services, manufacturing, distribution and retail. Above all, we want every professional to find companies, solutions and content at the fair that are directly relevant to their work.

What new projects, spaces or areas of activity will IBERPET present at this edition?

The International Hosted Buyers Programme will be one of the major new features of this edition. It reflects our commitment to expanding the business opportunities available to our exhibitors.

Alongside this, we will continue to develop a comprehensive professional programme, which we aim to enrich with new content focused on the well-being of professionals themselves. The programme will include the 9th IBERPET FORUM, organised by AEDPAC; the presentation of studies and market analyses; the IBERPET Classroom, where exhibitors can showcase their latest products; dog-grooming demonstrations; professional networking events; and awards recognising innovation. As you know, we will also once again coincide with VetMadrid, the annual congress organised by AMVAC. We’ll announce the rest of the programme as it takes shape.

Knowledge will remain at the heart of the event, with AEDPAC’s 9th IBERPET FORUM, AMVAC’s VetMadrid congress, the IBERPET Classroom and the IBERPET Awards. What role do these programmes play in the event’s value proposition?

They play a fundamental role. A professional trade fair should facilitate business, but it should also help people make sense of the changes taking place in their sector. The pet market is evolving rapidly, and we believe IBERPET should also be a place to analyse these changes and share knowledge.

Each of these spaces brings a different perspective: business, veterinary, practical or innovation-focused. That complementarity is precisely what enriches the visitor experience. We want professionals to be able to come to IBERPET to close a deal or discover a product, while also leaving the fair with fresh ideas and a broader understanding of where the market is heading.

How do you plan to strengthen the appeal of the event to its two main professional visitor groups: specialist retailers and veterinary practices? 

Both groups are essential to IBERPET, and each has very specific needs. That’s why it’s important to build a proposition that speaks to both, though not necessarily in the same way.

The VetMadrid congress and the programmes at the Forum, Aula (Classroom) and Escenario (Stage) complement the fair’s increasingly wide-ranging commercial offer of products, services and laboratory solutions with content tailored to each audience, serving both professional groups.  

Our role is to give each audience clear reasons to attend, make their time at the fair genuinely worthwhile, and reach them in advance with information about what we are preparing each year together with the exhibitors.

Looking ahead

Where would you like to see IBERPET five years from now?

We would like IBERPET to become even more international and increasingly effective at generating business. Above all, though, we want it to be a leading event for understanding how the sector is evolving.

We want companies to see it as a place to find opportunities and enter new markets, and professionals to know they can discover new products and ideas, update their knowledge, and meet the industry’s key players. Most importantly, we hope many of the relationships that begin at the fair will continue long after it ends. I believe that is where the true value of a professional event lies.

What message would you give to companies and visitors who have not yet decided whether to take part in the 2027 edition.

I would tell them that IBERPET is entering a particularly exciting new phase, and that it’s well worth being part of it. We’re preparing an edition that will bring together a broad professional offering, knowledge, innovation and new international business opportunities—in short, everything industry professionals need, all under one roof.

From 10 to 12 March, IFEMA MADRID will once again bring together companies, specialist retailers, veterinary professionals and industry organisations. Whether you want to showcase your latest products and expand into new markets, or you’re looking for suppliers, trends or innovative solutions, IBERPET offers plenty of reasons to be there.