The world wants Brazilian fruit, highlights the president of Abrafrutas.
The world wants Brazilian fruit, highlights the president of Abrafrutas.
The world wants fruit from Brazil. With this impactful phrase, the president of the Brazilian Association of Producers and Exporters of Fruits and Derivatives (Abrafrutas), Guilherme Coelho, delivered the main message of his speech at the opening of Fruit Attraction São Paulo 2025 – https://www.ifema.es/fruit-attraction-sao-paulo -, this Tuesday (25), at SP Expo, in the capital of São Paulo.
In its second edition, the event, which is a co-organization between IFEMA Madrid and Fiera Milano Brasil, and which has institutional support from Abrafrutas, brings together until next Thursday (27) the fruit and vegetable production chain, focusing on connecting producers and buyers, especially international ones.
In his presentation, Coelho emphasized the strength of Brazilian fruit farming, noting that the sector has approximately 2.5 million hectares of cultivated area. “Fruit production in Brazil has volume, diversity, health, flavor, and sustainability, and Fruit Attraction São Paulo is the right platform to showcase this to the world.” According to the director, in addition to the leading role of the productive hub in the semi-arid Northeast, notably the São Francisco Valley, Brazilian fruit farming is practiced throughout the country, demonstrating its reach and variety beyond tropical fruits.
The CEO of Fiera Milano Brasil, Maurício Macedo, noted that this year Fruit Attraction has doubled in size compared to the 2024 edition, aiming to consolidate itself as a major hub for the commercialization of Brazilian fruits worldwide. "And this progress was made possible through the partnership with a solid, internationally recognized brand, Fruit Attraction Madrid." According to Macedo, with a strong presence of family farming, Fruit Attraction São Paulo plays an important role in connecting small and medium-sized fruit producers with potential clients – including those from abroad, a point endorsed by Vitor Ferreira of Sebrae, a partner institution of the event.
Jaime Martín, director of international expansion at IFEMA Madrid, emphasized that Fruit Attraction São Paulo celebrates the enormous prominence of Brazilian fruit farming. “Brazil is a giant in tropical fruits, and this was one of the reasons why we chose to begin the internationalization process of the Fruit Attraction brand here,” he pointed out, adding that: “we want to make Fruit Attraction São Paulo a global benchmark in the segment.”
Authorities
At the closing of the opening ceremony, the Secretary of Agriculture and Supply of São Paulo, Guilherme Piai, discussed the presence of fruit farming in the state. "Around 15 million tons of fruit are produced annually, with extensive diversity." Furthermore, Piai cited opportunities arising in the fruit farming production chain, not only from a food perspective but also from an energy perspective. "Here in São Paulo, for example, we have a project to generate biomethane from citrus farming effluents."
Furthermore, the acting governor of Pernambuco, Priscila Krause, pointed out that the state is responsible for the largest share of revenue from Brazilian fruit exports, a result of investments in technology, such as irrigation, and that from a logistical point of view, the Port of Suape, in the metropolitan region of Recife, is able to develop new export routes, reducing the need to send products for shipment at ports in the Southeast.
Finally, the Municipal Secretary of Economic Development and Labor of the Municipality of São Paulo, Rodrigo Goulart, reminded attendees that the city's rich gastronomy is also represented at Fruit Attraction São Paulo. Curated by the "Observatório da Gastronomia" (Gastronomy Observatory), the "Cooking Show" gastronomic space has the support of the São Paulo City Hall and Ade Sampa. The opening ceremony also included the presence of federal deputy Bia Kicis, a member of the Parliamentary Agricultural Front (FPA); Rafael Bueno, Secretary of Agriculture of the Federal District; and Vitor Ferreira, director of Sebrae.
SOURCE: Agro Channel
