Fruit Attraction São Paulo 2027 accelerates its growth and enters a new chapter at Distrito Anhembi
Fruit Attraction São Paulo 2027 accelerates its growth and enters a new chapter at Distrito Anhembi
Organised by IFEMA MADRID and Fiera Milano Brasil, the trade show will hold its fourth edition from 6 to 8 April 2027, with more than 20,000 sqm of space, an expected 500+ participating brands and over 20,000 trade visitors.
Madrid, 7 October 2026 – IFEMA MADRID and Fiera Milano Brasil have presented the 2027 edition of Fruit Attraction São Paulo, to be held from 6 to 8 April 2027. The event will mark a new chapter in its development with the move to Distrito Anhembi, one of Brazil’s leading event venues. From its new home, the show will continue to drive growth, internationalisation and competitiveness across the Brazilian and Latin American fresh produce industry.
The presentation took place during Fruit Attraction at IFEMA MADRID and featured Daniel Martínez, Executive Vice President of IFEMA MADRID; Andrea Sozzi, Group Business Development & International Director at Fiera Milano; Waldyr Promicia, President of ABRAFRUTAS; and Iván Tonet, Markets Manager at SEBRAE.
During his remarks, Daniel Martínez stated that “Fruit Attraction São Paulo stems from the international vision of Fruit Attraction Madrid and from the ambition to create a platform capable of supporting the extraordinary growth potential of Brazil’s fruit and vegetable production and exports.” Andrea Sozzi, in turn, highlighted the importance of the partnership between IFEMA MADRID and Fiera Milano Brasil, two leading international exhibition organisers, in the success of a project such as Fruit Attraction São Paulo, which in just three editions has established itself as one of the most important business platforms for Brazil’s fresh produce industry.
The 2026 edition confirmed this growth trajectory, bringing together more than 18,400 trade visitors from 60 countries, 450 Brazilian and international brands and over 1,000 business meetings, with an estimated potential business value of €270 million. These results reinforce the show’s role as an international platform for promoting Brazilian production and creating new business opportunities among producers, exporters, distributors and importers from around the world.
Forecasts for 2027 point to more than 500 represented brands and over 20,000 industry professionals from more than 60 countries. In addition, the organisers will expand the international Hosted Buyers Programme, with more than 50 hosted buyers, with the aim of further increasing both the volume and quality of business opportunities generated during the show.
Against this backdrop, market response has been particularly strong. With several months still to go before the event, around 70% of the exhibition space has already been booked, at a sales pace ahead of previous editions. This demonstrates companies’ confidence in Fruit Attraction São Paulo as a strategic platform for domestic and international expansion.
A new venue for a new stage of growth
The next edition will mark the beginning of a new phase at Distrito Anhembi, a fully renovated complex that will enable the event to meet growing market demand and significantly expand its capacity.
With the move to the new venue, Fruit Attraction São Paulo will be able to exceed 20,000 square metres of exhibition and content space, enhancing the experience for exhibitors, visitors and buyers while providing a solid foundation for sustainable growth in the years ahead.
A strategic commitment to Brazil and Latin America
Fruit Attraction São Paulo represents a strategic commitment to one of the world’s agri-food markets with the greatest growth potential and a natural extension of the international leadership achieved by Fruit Attraction Madrid, regarded as the world’s leading business platform for the fresh produce industry.
The development of the Brazilian show confirms the strength of a model built around business generation, knowledge transfer and international connections, contributing to the development of an increasingly innovative, sustainable and globally oriented fruit and vegetable industry.
Photo caption: From left to right: Andrea Sozzi, Group Business Development & International Director at Fiera Milano; Daniel Martínez, Executive Vice President of IFEMA MADRID; Waldyr Promicia, President of ABRAFRUTAS; Iván Tonet, Markets Manager at SEBRAE; Adriano Bouzas, Superintendent for Agricultural Development at the Bahia State Department of Agriculture; and Vivaldo Gois, Bahia State Secretary of Agriculture.
About IFEMA MADRID
IFEMA MADRID is Spain’s leading exhibition organiser and one of the most important in Europe. With more than 700 events held each year, its annual calendar includes trade shows, congresses and professional events covering virtually every sector of the economy. Each year, more than 34,400 Spanish and international companies take part in its events to generate business and build commercial relationships, attracting more than four million visitors.
With an extensive programme that also includes major music events, shows, exhibitions and leisure activities for the general public, the institution has consolidated its position as the second-largest economic driver in the Madrid Region, generating an economic impact of €5.779 billion in the Community of Madrid.
About Fiera Milano Brasil
Fiera Milano Brasil is the Brazilian subsidiary of Fiera Milano, one of the world’s leading international exhibition and congress groups, headquartered in Italy with a global presence. The company brings together around 30,000 exhibitors and more than five million visitors across its events every year.
Combining international expertise with in-depth knowledge of the local market, Fiera Milano Brasil provides strategic platforms for business generation, high-level networking and trend launches, connecting brands, professionals and solutions in innovative, highly professional environments.
In total, it organises ten trade shows spanning different sectors of the economy, including security, clean and renewable energy, tubes and fittings, wire and cable, occupational health, rehabilitation technologies, inclusion and accessibility, among others. Key brands in its portfolio include Exposec, FISP, Fire Show, Tubotech, Wire Brasil, Reatech Brasil, Congresso Ecoenergy, Fruit Attraction São Paulo — in partnership with IFEMA Madrid —, TranspoQuip and Expoparking, in association with BMComm, and E-squadria Show, held in partnership with NürnbergMesse Brasil.