SHERIDAN, WYOMING – August 9, 2025 – Fruit Attraction 2025 is set to deliver record-breaking opportunities for the fresh produce supply chain, with a special spotlight on Middle Eastern market access. Organized by IFEMA MADRID and FEPEX, the 17th edition will run from September 30 to October 2 and is already tracking 5% growth over last year’s figures—cementing its position as one of the world’s most influential produce trade events.
Expanded Scale and International Reach
With over two months before opening day, the show has confirmed 2,179 exhibitors from 61 countries, covering 73,655 square meters. Forecasts indicate more than 2,500 companies will participate, spanning 75,000 square meters, and attracting over 120,000 trade professionals from 150 countries. This expansion underscores the event’s role as a gateway for cross-border produce trade, especially for emerging suppliers targeting Europe, Asia-Pacific, and the Middle East.
Middle East Market Spotlight
This year’s Guest Importing Countries program highlights Malaysia and Mexico, with a strong commercial focus on the Middle East’s import needs. The initiative, supported by MAPA and ICEX, will connect over 700 pre-qualified buyers with global producers, offering targeted matchmaking for exporters seeking distribution in Gulf Cooperation Council (GCC) nations. For Middle Eastern importers, the event provides a high-value sourcing environment to secure direct contracts for seasonal and specialty produce.
Sector Innovation and Thematic Focus
Fruit Attraction 2025 will feature a new hall layout and sectorisation designed to streamline buyer navigation and improve product category visibility. The tomato—the most widely consumed vegetable globally—takes center stage, with dedicated programming on:
- Nutritional and dietary contributions
- Economic and social impact in producing regions
- Trade policy and logistics in international tomato supply chains
The Organic Hub Tour will spotlight certified organic produce, catering to the rising global demand for clean-label, sustainably sourced products—a fast-growing segment in premium retail and hospitality sectors.
Knowledge Platforms and Networking Events
Industry professionals can leverage the World Fresh Forum, a pre-event webinar series on September 15–17 covering Mexico, Malaysia, and China. Expert panels will address market entry strategies, regulatory updates, and consumer trends. On-site, technical forums will deliver high-level insights on supply chain optimization, cold chain innovations, and sustainable packaging.
One of the networking highlights is the Best Stand Awards, recognizing exhibitors for creativity, design excellence, sustainability, and visitor engagement. These awards reinforce brand visibility and set quality benchmarks for trade show presentation in the produce sector.
Strategic Implications for Industry Stakeholders
For exporters, the show’s expanded buyer program and market focus create direct pathways to diversify distribution channels beyond traditional markets. For importers—particularly in the Middle East—Fruit Attraction offers a platform to secure reliable, high-quality supply amid increasing global competition. With sustainability and traceability emerging as core purchasing criteria, companies showcasing ESG-compliant operations stand to gain a competitive edge.
As the fresh produce sector navigates shifting consumer demands and tightening regulatory frameworks, Fruit Attraction 2025 is positioned as both a commercial marketplace and a strategic knowledge hub. Stakeholders aiming to strengthen their international footprint will find Madrid a critical stop on their 2025 calendar.
Learn more at fruitattraction.com