It's all over again. The annual influx of the global fresh produce trade to Berlin for Fruit Logistica has come to an end once more. Everyone has returned home, and calm has returned to Berlin. Overall, the event was considered a successful trade fair, although there were some reports of a quieter atmosphere in certain areas. The growing popularity of Fruit Attraction in Madrid has impacted both visitor numbers and exhibitor participation at Fruit Logistica. Nevertheless, the FreshPlaza team once again moved through the halls from February 5 to 7 to provide comprehensive photo reports. Today FreshPlaza's photo report is available, the reports from our international colleagues will follow in the coming days.
CLICK HERE FOR THE PHOTO REPORT.
British exhibitors pleased with their location
Several UK companies participated in the fair again this year, and many British visitors were present. The UK stands, organized by the CHA, had a strong position in Hall 6. However, some felt that the event lacked a dedicated area for visitors without stands to meet and network. The stands were very busy during the first two days, attracting high-quality visitors. Engineering and machinery companies also reported a successful event, with some showcasing robotic innovations for the first time.
As in previous years, Vietnam and Thailand had a presence at the fair, though their locations were not ideal, making them harder to find unless visitors specifically sought them out. Nonetheless, the hall where they exhibited was filled with the sweet scent of exotic fruits.
Turkish exhibitors happy with location in Hall 27
Turkish exhibitors were enthusiastic on the first day of the fair. They were relocated to Hall 27, next to the Belgian exhibitors, and the area was quite busy. Although economic challenges, including a weak Turkish currency and high costs, persist, exporters remained optimistic about the upcoming seasons for cherries and figs. Expectations of higher temperatures and fewer instances of freezing temperatures damaging crops contributed to their optimism.
Challenges for Polish and Greek exhibitors
Polish exhibitors in Hall 21 expressed mixed feelings. Apple exporters, in particular, faced a difficult season due to a shortage of high-quality apples. However, exhibitors not involved in apples reported a more positive experience.
Greek exhibitors in Hall 8 had reasons for concern, as foot traffic was low on the first two days. Hall 8 is considered an intermediate location, and many exhibitors there voiced complaints about a shrinking fair and the increasing appeal of other trade shows. Some exhibitors contemplated attending next year only as visitors but feared losing prestige if they did not maintain a stand in Berlin. On a positive note, the kiwi season was strong, and demand for kiwis is expected to continue growing next year.
Jose Manuel Villacis, Jesus Cavazos and Anthony Serafino of EXP. Group share how this show allows them to meet so many global partners and customers in just a few days.
Uncertainty over tariffs in North America
Some US and Canadian exhibitors moved from Hall 23 to Hall 25, which traditionally hosts Mexican and Latin American companies. One Canadian exhibitor was pleased with the new location, commenting that "Hall 25 is busier, livelier, and has more traffic passing our booth this year." Despite a decline in trade between North America and Europe, many exhibitors still see Fruit Logistica as an essential opportunity to meet suppliers and customers from around the world.
However, tariff concerns loomed over the event. With tariffs on hold until March, there is hope, but uncertainty remains. Canadian retailers are now reluctant to offer deals on US products, prompting calls for Canada to diversify its sourcing and export markets beyond agriculture.
Fruit Logistica remains a major event for global fresh produce, but with shifting dynamics and growing competition from Madrid, exhibitors are reassessing its long-term role in their business strategies.
The Netherlands remains well represented at Fruit Logistica
This year, Hall 3.2 was completely occupied by the Holland Fresh Group, and Dutch exhibitors were also present in other halls. Consolidation on the retail side, with Edeka and Jumbo leading the way, kept things busy. It was also noticeable that the presence of soft fruit at the fair has significantly increased. Packaging producers are actively working to replace or reduce plastic usage, and the rail connection from Valencia now seems to be gaining real momentum, supported by provincial authorities.
The Belgian exhibitors were also pleased with their presence at the fair. Hall 27, where most Belgian companies were located, saw strong attendance, particularly on the first day. Companies spread across other halls also reported a successful fair. With a record number of Belgian exhibitors, many now navigate the event with confidence. The centerpiece of Hall 27 was the VLAM pavilion, which had undergone a makeover this year. The pavilion was larger, and taller, and featured the bright yellow of the Flemish flag, making it clearly visible. Exhibitors responded enthusiastically to these changes.
There were few new developments to report otherwise. Devos Group and Wouters Fruit, which will officially merge under the name Devos-Wouters on August 1, exhibited together for the first time. Additionally, some new names, such as Van Lier, were present. Overall, the trend was positive, although Belgian exhibitors noticed slightly lower attendance than in previous years. Many attributed this to the growing popularity of Fruit Attraction in Madrid, which offers better timing for many participants.
As usual, German exhibitors were concentrated mainly in Halls 20 and 21. Hall 20 was particularly busy on Wednesday and Thursday. Over the years, Hall 21 has become more diverse, featuring an increasing number of exhibitors from Central and Eastern Europe alongside German-speaking participants. A networking reception organized by the Swiss fresh produce umbrella organization Swisscofel on the second day was also well attended.
There were few major innovations from the German-speaking countries. Frutania was nominated for the FLIA Innovation Award with its exclusive strawberry concept, Aldina. Additionally, Frigotec GmbH introduced a new Softripe ripening system for kiwis.
Mixed opinions among French exhibitors
At the French pavilion in Hall 6.2, some exhibitors were very satisfied with the first two days, reporting good contacts, including new ones, thanks to high visitor numbers. However, overall, many were disappointed, feeling that there were fewer visitors than last year. The number of exhibitors in the French pavilion remained stable, with 78 companies in 2025 compared to 77 in 2024. Several companies opted to exhibit outside the French pavilion for better visibility. Beyond that, there were no significant innovations in packaging or variety.
For years, many have questioned whether attending Fruit Logistica is still worthwhile. Some argue that a presence at the event is necessary for visibility, even if it does not yield significant results. However, there is broad agreement that Madrid is becoming the number one event due to its more relevant timing at the start of the growing season for many products.
Logistical issues among Italian exhibitors
More than 440 Italian companies were listed as exhibitors by the event organizers. As is typical for such events, opinions on their participation varied. Some exhibitors were optimistic and satisfied with their results, while others considered this their last year exhibiting independently. Some companies opted to reduce their stand size, while many partnered with co-exhibitors to manage costs more efficiently.
The strike in Italy on February 5 caused delays for those traveling to Berlin, and logistical issues in the German capital itself disrupted visitor flow around 11 a.m. on the first day. The expected peak on the second day was evident from the start. Comments from Italian exhibitors and visitors generally pointed in the same direction: the exhibition has evolved over time due to the growth of the Spanish show in autumn and the fact that many contracts and supply agreements are already finalized by February.
Of particular note was the interest from Russian buyers in machinery and technology, as well as interest from Uzbekistan. A significant number of Indian entrepreneurs also introduced themselves to Italian companies to explore marketing opportunities and new storage technologies. Some Italian exhibitors launched innovative products, including blanched and preserved Radicchio di Verona IGP in oil, and new concepts such as Tennisnack, a blueberry-based snack for athletes. However, for most exhibitors, participation in Berlin was primarily about showcasing their achievements so far. Sustainability, eco-friendly packaging, automation, and robotics were major themes. Discussions also focused on logistics, cold chain innovations, consumer trends, and new market opportunities.
Complete success for the MENA region
The participation of the MENA (Middle East and North Africa) region was extensive at this year's Fruit Logistica edition. The usual pavilions, particularly those of Egypt and Morocco, were expanded with more exhibitors. The number of exhibitors increased to around 100 for Egypt and 30 for Morocco. Other pavilions also gained popularity, including those of Saudi Arabia, Tunisia, and Mauritania. Participants from these countries agreed that the fair remains an important platform for the region's growers and exporters.
The main products showcased were citrus fruits, a variety of fruits and vegetables from Morocco and Egypt, watermelons from Mauritania, and dates from Saudi Arabia and Tunisia. One of the key highlights of Fruit Logistica 2025 regarding Arab participation was the growing importance of dates, as reflected in the number of exhibitors. This mirrors the trend seen at Food Africa, held in Egypt in December 2024, where the number of date exhibitors was so high that organizers dedicated a sub-fair to the sector. At Fruit Logistica, date producers, and exporters from different countries were grouped together in the same hall.
The standout feature of the Moroccan pavilion was undoubtedly Nadorcott, which was presented with a new visual identity and newer varieties such as Nadorcott, Berkane, and Sweetcott. Discussions at the fair largely focused on high-demand products in Europe, particularly those currently in short supply, such as onions and potatoes. Participants also sought out representatives of shipping companies to discuss their logistics plans following the Red Sea crisis, and whether the situation would stabilize soon.
Fruit Logistica was considered a complete success by exhibitors from the MENA region. Their pavilions and stands remained crowded until the last moments of the first two days, although the third day was notably quieter.
A number of sub-Saharan African countries from East, West, and Southern Africa intensified their participation this year, organizing their national pavilions. The pavilions of Ghana, Nigeria, and Ethiopia had a large number of exhibitors, alongside the usual pavilions of Rwanda, Kenya, Tanzania, South Africa, Mali, Côte d'Ivoire, and others.
Many African exhibitors received support from government programs to facilitate their participation. African companies were also present in various European and US exhibition halls. Almost all African stands showcased fresh produce, particularly exotic fruits such as mangoes, avocados, and pineapples, with only a few service providers present.
Chinese packers exhibit for the first time
As in previous years, Chinese exhibitors at Fruit Logistica were mainly agricultural exporters specializing in ginger, garlic, and pomelo. Several garlic exporters introduced peeled and processed garlic cloves. According to one exhibitor, "Peeled garlic cloves have a shorter shelf life, and market demand has always been low. We are surprised that so many companies started promoting peeled garlic cloves at the same time." Another exhibitor speculated, "It may be due to fluctuations in the fresh garlic market. With recent shipping problems, the overall export situation for fresh garlic has been poor. These companies may be looking for new products to enter the market."
This year's fair also saw the participation of several Chinese companies exhibiting packaging materials for the first time. They showcased biodegradable plastic and fiber-based packaging for fruit and vegetable retailing. One exhibitor explained, "We learned that there is a growing demand for biodegradable and eco-friendly packaging, especially in Europe and North America, but local production costs in those regions are relatively high. In contrast, products made in China are cheaper. That's why many Chinese companies are now developing packaging that preserves freshness longer and biodegrades faster, targeting overseas markets."
A few Chinese cardboard packaging manufacturers also made their debut at the fair, focusing on supplying fruit boxes under 5 kg for retailers. One exhibitor remarked, "In China, it is very common to use beautifully designed gift boxes for fruit retail, and the market is already well established. However, in overseas markets, this trend is not as widespread. This is our first time exhibiting here, and we hope to gauge visitor interest and gather feedback on these customizable fruit gift boxes."