Authorities attend the opening ceremony of Fruit Attraction São Paulo.

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Authorities attend the opening ceremony of Fruit Attraction São Paulo.

Fruit Attraction São Paulo began this Tuesday (April 16). For the first time in Brazil, the event is expected to bring together 9,000 visitors from more than 45 countries, in addition to 300 exhibiting brands. One of the main objectives is to further boost the fruit export sector, which hit a record revenue in 2023, reaching US$1.2 billion – a figure from the Brazilian Association of Fruit and Derivative Producers and Exporters (Abrafrutas).

As one of the world's leading international fruit and vegetable trade fairs, Fruit Attraction was attended by a number of authorities and personalities at its opening ceremony, including the governor of Pernambuco, Raquel Lyra; the agribusiness manager of the Brazilian Trade and Investment Promotion Agency (Apex), Laudemir Muller; the secretary of agriculture for the State of São Paulo, Guilherme Piai; and the president of Abrafrutas, Guilherme Coelho.

“This is a fair that is already starting strong and full of hope, which doesn't surprise me. Our soil and our land are fantastic, and our agenda is the one the world most desires: an agenda of sustainability,” highlighted Coelho. Lyra, in turn, turned his attention to the social agenda, emphasizing the economic diversity that fruit farming provides, and its importance in combating hunger. “We have to look at the sector in an appropriate way, and guarantee the conditions and infrastructure so that the sector continues to grow,” he said.

Muller praised the massive presence of exporters and importers, and one of the main attractions of Fruit Attraction: the International Buyers Program, which foresees more than a thousand bilateral meetings over three days of the event, and which expects to generate more than US$120 million in sales in the next 12 months. “The message is clear: the world is looking to Brazil, as we are one of the best-positioned countries to face global challenges. This includes fruit farming, which brings technology and food security to every corner of our territory.”

For Maurício Macedo, CEO of Fiera Milano, the event's organizer, Fruit Attraction is not just an opportunity to do business, but also a space for knowledge exchange, innovation, and networking. "The richness and diversity of Brazilian agriculture are very well represented here," he stated. Jaime Martin, expansion director of IFEMA Madrid, owner of the Fruit Attraction brand and promoter of the fair in Europe, echoed this sentiment, commenting on how the fair encompasses the entire business chain, from production and logistics to distribution, consumption, and disposal.

Fruit Attraction takes place between April 16th and 18th at São Paulo Expo, and also features attractions such as the Cooking Show by São Paulo Negócios, in which renowned chefs will prepare dishes, drinks and desserts with exotic and traditional fruits, and the Fruit Forum, which offers several relevant lectures for the entire industry, with indicators of trends and opportunities.

Renowned chefs prepare dishes, drinks, and desserts using exotic and traditional fruits.

In its first Brazilian edition, Fruit Attraction features a delightful attraction: the Cooking Show by São Paulo Negócios, sponsored by SP Negócios. Renowned chefs prepare dishes, drinks, and desserts using exotic and traditional fruits. There are also tastings for visitors, of course.

This Tuesday (April 16th), for example, Ricardo Magalhães showcased his artistic and monumental cakes. Meanwhile, bartender Gerson Bonilha made room for what Brazil does best: the caipirinha.

Besides Magalhães and Neli, the chefs selected for the Cooking Show are:

Guilherme Cardadeiro, from the NGO Chef Aprendiz (April 17th, at 12pm)
Kascão Oliveira, consultant for classic and Brazilian cocktails (April 17th, at 3pm)
Vinicius Rojo, from the Go Mama Sustainable Buffet (April 18th, at 12pm)
Adriana Pino, from A Bartenderia (April 18th, at 3pm)

“It is a pleasure to bring Fruit Attraction to Brazil through our partnership with IFEMA MADRID. It is a well-established brand in Europe and one of the world's leading fruit and vegetable events,” says Maurício Macedo, CEO of Fiera Milano Brasil. “With the Cooking Show, our goal is to combine the dynamism of the fair with Brazilian potential and its renowned creativity.”

Maranhão showcases its credentials in fruit growing.

The Fruit Forum, a content event from Fruit Attraction, began this Tuesday (April 16). With presentations on quality, diversity and sustainability, it also provided a space for Brazilian states to showcase their credentials in fruit growing.

One of these states is Maranhão, whose representatives highlighted how its characteristics enable uninterrupted production and enhance sustainable growth. "The soil and climate, as well as the institutional framework, guarantee agricultural suitability," stated Victor Lamarão, from the State Secretariat of Agriculture and Livestock (Sagrima).

Tenório Emerson, also from Sagrima, highlighted that all existing soil types in Brazil are replicated in the Maranhão territory, which favors the diversity of crops – from well-known fruits such as bananas, pineapples, watermelons, and cashews, to more exotic ones like murici, cupuaçu, and pitomba. “There are also widely accessible technologies and abundant labor,” he said.

Niedja Bezerra Costa, an agronomist from the State University of Maranhão, discussed ongoing research at the institution related to the micropropagation of pineapple plants – specifically the Turiaçu variety. Using bioreactors and in vitro cultivation, researchers are able to triple the number of seedlings produced in 18 months compared to traditional methods. Furthermore, these seedlings are certified and pest-free. "We are visiting producers to train them so that they can start using the new technique," she pointed out.

Bahia brings diversity and sustainability to enhance family farming.

The Government of Bahia proposed to Fruit Attraction São Paulo the union of agribusiness with fruits produced in various regions of Bahia, mainly through family farming, to showcase the richness and diversity of family agriculture in Bahia.

According to Ícaro Rennê, president of the Union of Cooperatives of Bahia, the state is a "country" that stands out for its diversity and the diversity of products that the state is able to produce through this characteristic.

“We are highlighting products such as nuts, dried fruits, specialty coffees, jams, and sweets made from fruits produced by family farmers in Bahia. We also have cachaça and craft beers. These are products that also seek to bring social and environmental responsibility,” says Rennê.

Portugal seeks to strengthen partnerships with Brazilian companies.

The Association for the Promotion of Fruits, Vegetables and Flowers of Portugal (Portugal Fresh) has been a prominent presence at Fruit Attraction in Madrid since 2011. For this reason, it could not miss the first Brazilian edition of the fair.

“Brazil is a sister country. That's why we function as a kind of gateway to Europe for Brazilian products, such as mangoes and pineapples,” he points out. “In this first edition, we brought five companies that already have export or import ties in Brazil and want to strengthen partnerships. We, on the other hand, seek to position ourselves as preferred allies of the fair from its inception,” says Gonçalo Santos Andrade, president of Portugal Fresh.

Besides mangoes and pineapples, Andrade mentioned papaya, avocado, and grapes. From Portugal, he pointed out that Rocha pears, as well as apples and plums from his country, are very popular in Brazil. “Our goal is to establish an open market between the two countries so that both can benefit. A 'win-win' exchange.”

According to the president of Portugal Fresh, the first day of the fair has already proven promising. "There's a lot of activity, and we're pleased with the geographical diversity of visitors and exhibitors."

Argentina wants to consolidate its presence in Brazil and reach new states.

Argentina is one of Brazil's main trading partners. It is therefore not surprising that its stand is one of the largest at Fruit Attraction. Under the umbrella of the Argentine Agency for Investment and International Trade (AAICI), 11 companies from the country were present at the Brazilian edition of the fair.

According to AAICI consultant Sabrina González, the goal is to position and consolidate Argentina's presence in the Brazilian market and continue expanding not only here, but also in the rest of the world. The featured products are sweet citrus fruits, such as oranges, grapefruits, and tangerines, as well as lemons, apples, and blackberries.

“We want to sell more of these products, which are already on the Brazilian market, and expand our coverage. Brazil is huge, and here at Fruit Attraction, we find all the states that aren't necessarily well served by Argentinian products,” said Sabrina.

According to her, it is very important to have a fruit growing event of this size in Latin America. "We have already had several meetings through the International Buyers Program. The companies are very happy with the interaction and the movement."

Egypt bets on citrus fruits to win over new customers.

For the first time doing business in Brazil, the Egyptian company Sadat Agro Fruit was present at Fruit Attraction São Paulo, which opened this Tuesday (April 16), bringing to the fair its citrus fruits as its main focus: oranges, lemons, mandarins and grapefruit.

“We’ve already received many visits and closed deals on the first day. That’s our intention: to do business in Brazil and other Latin American countries. We have a variety of fruits, potatoes, onions, and garlic, but our focus here is on our citrus options,” says Haitham El Saadany, CEO of Sadat.

Diverse offer delights fruit consumers

The diversity of fruits produced in Brazil is the greatest tool for winning over consumers. This was one of the conclusions reached by experts during the lecture "Quality and Diversity of Tropical Fruits: how to delight the customer?", which took place on the morning of the first day of Fruit Attraction São Paulo 2024.

The meeting included the participation of Jorge Fregonese de Souza, from Abrafrutas, Junior Silveira, from XPORTARE, Eduardo Ferraz, from Vale do São Francisco, José Roberto Prado, from Itaueira Agropecuária Produtora do Melão Re, and Ligia Carvalho, from Jaguacy.

At the event, Jorge Fregonese de Souza, from Abrafrutas, stated that "fruit is not food, it's pleasure." "We need to give pleasure to the consumer. Our diversity delights the consumer," says Souza.

Junior Silveira highlighted some important, more general points for delighting customers. “You have to be very serious, because quality is a concept that sounds good to say you have, but it’s not always easy to put into practice. Your quality needs to be verifiable.”

Silveira also recalled the importance of abundant supply for consumers to develop the habit of consuming a particular fruit. “An interesting discussion is how we can make fruit stop being a commodity and have an identity. And it only has an identity when you have a good, identifiable product, and with frequency. This will apply to all fruits. A good example is seedless grapes. I used to export a lot of seeded grapes to Europe. Today I don't export a single bunch, because seedless grapes are in high demand. And the frequency with which consumers have access is a point of attention for those who produce new varieties, such as the large laboratories, especially in the USA. Always delivering something new and frequently,” he concludes.

Sebrae connects producers to international buyers through Fruit Attraction.

Sebrae was present at the first national edition of Fruit Attraction São Paulo, bringing 93 producers to the fair through direct or indirect representation, via associations, for example. This gave small producers the opportunity to showcase their products to national and international buyers, as well as learn more about market needs.

“It is very important that this fair takes place here in the country, because Brazil stands out in fruit exports and we have many small producers who are like partners, bringing solutions for certification, management and market access. There are many producers with various certifications that meet market requirements and who can make contact with new buyers, especially international ones. So, for Sebrae, this is very good, because this is our mission: to promote the competitiveness of small businesses,” says Victor Rodrigues Ferreira, technical analyst at Sebrae Nacional.

Among the exhibitors is ANFRUT (North-Northwest Pará Association of Fruit Growers), which brought the Núbia, Vitória, and Benitaka grape varieties produced by members with over 50 years of experience in viticulture.

“Our grapes have a Geographical Indication (GI) designation, which informs society that what they are eating, in this case, is a fruit with a history behind it, produced by those with recognized expertise in its production,” explains Marcos André Collet, an agricultural engineer from the association.

Another exhibitor present at the Sebrae stand is the Hiragami Group, a pioneer in apple production in São Joaquim (SC), which brought the Fuji apple to the fair, its main product.

“We are getting to know the fair to prepare for the next ones, but it [the fair] is surprising us because the environment is large and there are many interested people. Being here together with Sebrae gives us good visibility, so people are looking for us. We want them to get to know the Fuji apple produced in a high-altitude region with a designation of origin and geographical indication,” says Celito Soldá, operations director of the Hiragami Group.

Stretchable netting for palletizing

The company B Rep Brasil brought to Fruit Attraction a stretchable palletizing net, a sustainable and breathable product. The main idea is to ensure breathability and compression during palletization and transport.

“The net has a different design and structure that better embraces the pallet. It allows for constant ventilation and heat exchange. Better control of heat exchange for those who create a hot-cold chain. It is an item whose original material is virgin, 100% high-density polyethylene, which is recyclable, meaning it has an ESG footprint,” explains Alex Willian Paulino, the company's sales representative.

Service:

Fruit Attraction São Paulo

Date: April 16th to 18th, 2024

Hours: 10am to 6pm

Location: São Paulo Expo Exhibition & Convention Center

Address: Rodovia dos Imigrantes, 1.5 km – Vila Água Funda, São Paulo – SP

Free transportation Free transportation will be available from 1 hour before to 1 hour after the fair opens, departing from the Santos-Imigrantes metro station (Line 3 – Green).