The first edition of Fruit Attraction in Brazil reflects the potential of Brazilian fruit farming.
The first edition of Fruit Attraction in Brazil reflects the potential of Brazilian fruit farming.
With 12,000 visitors in attendance, the event brought together representatives from over 45 countries and 8 Brazilian states; new business is expected to generate 1 billion reais in the next 12 months.
Fruit Attraction, one of the world's leading international fruit and vegetable trade fairs, concluded its first edition on Brazilian soil this Thursday (18), at São Paulo Expo. The three-day event brought together the entire production chain of the segment, with the presence of 8 States (São Paulo, Bahia, Pernambuco, Rio Grande do Norte, Maranhão, Pará, Espírito Santo and Paraná) and 12 thousand visitors.
Visitors from over 45 countries and 15 exhibitors of diverse nationalities – France, Netherlands, Italy, Portugal, Greece, Spain, Argentina, Chile, Uruguay, United States, New Zealand, Egypt, Turkey and Israel, in addition to Brazil – demonstrated the international character of the event and the attractiveness of the national market.
“Fruit Attraction São Paulo was created as the leading international trade fair for the fruit and vegetable market in the Southern Hemisphere, alternating and in sync with Fruit Attraction Madrid, which is the leading event in the Northern Hemisphere. This fair will be the meeting point not only for producers from all Brazilian states, but also from countries in Latin America. At IFEMA Madrid, we are proud to contribute to the growth of the local fruit and vegetable market and to share our specialized know-how for this purpose,” says Jaime Martin, Director of International Expansion at IFEMA Madrid.
“We are very pleased with the performance of the first edition of this flagship IFEMA Madrid event in Brazil, which featured more than 300 exhibiting brands. We have already noticed a large number of visitors interested in participating as exhibitors in the next edition, a high rate of renewal requests, and even an increase in space from those who exhibited with us this year,” says Maurício Macedo, CEO of Fiera Milano Brasil, co-organizer of the event.
The structure put in place was one of the positive aspects for Guilherme Coelho, president of Abrafrutas (Brazilian Association of Fruit and Derivative Producers and Exporters). “I am very happy with Fruit Attraction, a fair that is here to stay. Important elements, such as good stands, business roundtables, content panels and, above all, crowded aisles, indicate that the event will become established,” he stated.
The next edition will be larger, occupying two pavilions at São Paulo Expo. “We knew this initial edition would be very good because of the Brazilian tradition and the successful expertise of IFEMA Madrid, which were major drivers and will certainly help us to hold an even better fair next year. Our expectations are already very high,” adds Macedo.
The event featured an interactive experience and a forum with over 20 hours of content. Renowned chefs prepared recipes using ingredients displayed in the Cooking Show by São Paulo Negócios space. The Fruit Forum, sponsored by the governments of Bahia and Maranhão, the Port of Suape, and Apex Brasil, highlighted trends and opportunities for those who are already involved in or wish to become entrepreneurs in the fruit sector.
New businesses
Fruit Attraction's performance reflects the positive moment Brazil is experiencing on the world stage. The country broke its fruit export record in 2023, with a 26% increase in revenue compared to 2022, reaching R$ 1.2 billion, according to Abrafrutas.
In partnership with the Brazilian Trade and Investment Promotion Agency (Apex), the fair also featured the International Buyers Program, which brought together buyers from 33 different countries and held more than a thousand business meetings over the three days of the fair, expected to generate 1 billion reais in sales over the next 12 months.
Victor Rodrigues Ferreira, national agribusiness analyst at Sebrae, positively assessed the participation of the production chain. “Producers experienced this range of opportunities, facilitating new business. We lack a space like this in Brazil, and this first edition planted a seed. I believe that next year, with more time, the number of visitors will increase even more,” he stated.
About IFEMA MADRID
IFEMA MADRID is the leading trade fair operator in Spain and one of the most important in Europe. With over 500 events held annually, its calendar includes trade fairs, congresses, and professional events related to virtually every sector of the economy. Each year, more than 24,000 Spanish and foreign companies participate to generate business and establish commercial relationships, attracting approximately 4 million visitors. With an intense program that also includes major musical events, shows, exhibitions, and leisure events for the general public, the company has established itself as the second largest economic driver in the Madrid Region, with an impact on the local community of €5.104 billion. More information: https://www.ifema.es/
About Fiera Milano Brazil
Fiera Milano Brasil is the Brazilian branch of Fiera Milano, one of the world's largest trade fair and congress organizers, attracting approximately 30,000 exhibitors and over five million visitors annually. In Brazil, nine trade fairs are held representing diverse economic sectors, such as security, clean and renewable energy, pipes and fittings, cables, occupational health, rehabilitation technologies, inclusion and accessibility, among others. Key brands in the portfolio include Exposec, Fisp, Fire Show, Ecoenergy Congress, Fruit Attraction São Paulo (in partnership with IFEMA Madrid), Reatech, Tubotech, wire Brasil, and Esquadria Show (in partnership with NürnbergMesse Brasil). More information: www.fieramilanobrasil.com.br
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