Strategic alliance strengthens Iberian food market: Koelnmesse and IFEMA MADRID launch Anuga Select Ibérica

Koelnmesse, organizer of Anuga, the world's largest trade fair for food and beverages, and IFEMA MADRID, one of Europe's largest exhibition centers, have formed a strategic alliance to strengthen the Spanish and entire Iberian food market. The cooperation brings together the strengths of both partners and will result in the premiere of a new trade fair format: Anuga Select Ibérica, which will celebrate its first edition in Madrid from February 16 to 18, 2027. The aim is to bring together local and international industry players, boost trade, and further expand Spain's role as an important hub for the international food industry.

Anuga Select Ibérica is the result of the integration and further development of two established IFEMA MADRID trade fair formats:

• Meat Attraction is an international trade fair that covers the entire value chain of the meat industry, focusing on production, export, and technologies.

• InterSICOP, under its new brand Bakery & Ice Cream Attraction, is aimed at the bakery, confectionery, ice cream, and coffee industries and brings together manufacturers, suppliers, and experts. It presents current market trends, machinery, ingredients, and an extensive supporting program with seminars, competitions, demonstrations, and networking opportunities. Bake & Ice Attraction

Both formats are merging under the umbrella of the Anuga brand, the world's largest trade fair and marketplace for the global F&B industry. The new format aims to create a central industry platform in Spain that optimally serves the continuously growing market on the Iberian Peninsula by combining local needs with international reach. In addition, the existing range of products and services is to be expanded to include further segments of the food and beverage sector, in line with the established Anuga trade fair concept, in order to appeal to new target groups.

With a focus on Spain and Portugal as key growth drivers, Anuga Select Ibérica is sending a strong signal for the region. Thanks to its geographical location, the Iberian Peninsula plays a key role in trade between Europe, Latin America, and North Africa. Anuga Select Ibérica aims to make the most of the potential of the Iberian market while also building bridges to Latin American export markets.

On July 29, 2025, Gerald Böse, CEO of Koelnmesse, and Daniel Martínez, Executive Vicepresident of IFEMA MADRID, signed the agreement for this strategic partnership in Madrid.

"With Anuga Select Ibérica, we are creating a strategic platform that will revitalize food trade between Europe, Latin America, and North Africa. Spain and Portugal are not just markets among many for us – they are at the heart of a region that sets global trends. Together with IFEMA, we are combining our international reach and local expertise to open up growth potential for companies in the food industry that has never existed in this form before. This project is a clear commitment to long-term, sustainable success on the Iberian Peninsula”, emphasizes Gerald Böse.

Daniel Martínez, on the significance of the project: “With Anuga Select Ibérica, we are sending a strong signal to the food sector in Spain. By bringing together two proven trade fair formats under the renowned umbrella of Anuga, we want to promote sustainable growth, attract more international exhibitors and visitors, and strengthen Madrid's role in the food industry. This sector is one of the main drivers for IFEMA MADRID’s trade fairs, with years of experience organizing Meat Attraction and InterSICOP, as well as Fruit Attraction, one of the most important trade fairs for the agri-food sector worldwide.”.

With Anuga Select Ibérica, Koelnmesse and IFEMA MADRID are sending a strong signal for the future of the food industry in Spain and Portugal: regionally rooted, internationally networked, and future-oriented.

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