The second edition of Fruit Attraction São Paulo will be held from March 25 to 27 at the São Paulo Expo, consolidating this event as a meeting point and business platform for the fruit and vegetable industry.
Brazil, the world's third-largest fruit producer, occupies a discreet 23rd place in the export ranking. Fruit Attraction São Paulo will play a key role in promoting and boosting the internationalization of the sector.
"Brazil is one of the world's largest producers thanks to its enormous climatic and territorial diversity. However, certain challenges such as the need to improve logistics infrastructure, expand into new markets, and invest in more innovative and sustainable technologies, still limit its growth in the international market.
Fruit Attraction São Paulo plays a crucial role in this context, providing a strategic platform to promote the internationalization of the sector," stated Jaime Martín, director of International Expansion of Ifema Madrid, co-organizer of the event with Fiera Milano Brazil.
In 2024, the fair brought together 300 exhibitors from 15 countries, attracting more than 12,000 visitors and generating an estimated impact of more than $200 million for the industry. This year, Fruit Attraction São Paulo takes another step toward consolidating its position as the leading event for the sector in South America.
Fruit Attraction São Paulo 2025 plans to increase business opportunities by 15%. To this end, the event has already confirmed the presence of 45 international buyers from 21 countries, who will participate in meetings organized by Apex Brazil (Brazilian Agency for the Promotion of Exports and Investments). Last year, these meetings generated exports worth $2.68 million.
The fair's growth is also reflected in the venue's occupancy, which will double in size and host 400 national and international brands that will showcase their fresh and processed products, as well as their services.
"We expect to receive 16,000 to 18,000 visitors. "Fruit Attraction represents a great opportunity for small producers to participate and get to know firsthand how an international fair works, which is possible thanks to the presence of the Ministries of Agriculture from different Brazilian states," Mauricio Macedo, CEO of Fiera Milano Brasil, stated. In 2024, representatives of eight state governments attended the event.
According to Guilherme Coelho, president of Abrafrutas (Brazilian Association of Producers and Exporters of Fruit and Fruit Products), this fair marks a turning point for the sector. "Fruit Attraction São Paulo marks a before and after, positioning Brazil as a key player in international trade. Having an event of this magnitude in our country allows us to boost exports, diversify markets, and increase the value of our products, highlighting their quality, sustainability, and competitiveness."
Innovations and opportunities
In addition, the Fruit Forum will be another attraction of the fair. Conceived as a space for knowledge and exchange of ideas, it will bring together experts and industry leaders to discuss the sector's main challenges and opportunities. The topics to be addressed include strategies for maintaining product quality during transport and keys to meeting import and customs requirements.
At this event, Marcos Jank, coordinator of the Insper Agro Global Center and an expert in global agri-food systems, international trade, sustainability, business strategy, and public policy, will deliver a keynote address. Considered a leading figure in the sector, Mr. Jank stressed that logistics remains the biggest challenge facing the Brazilian fruit and vegetable sector.
"It is a very serious problem that affects our export capacity. Brazil lags far behind other Latin American countries in fruit and vegetable exports mainly due to significant logistical deficiencies," he said.
This edition will also focus on technology and how it can contribute to production and exports in the context of climate change, population growth, and major transformations in consumption habits. Big data, smart tracking, automation, and artificial intelligence trends are already transforming the sector, optimizing resources, and increasing productivity while contributing to a more sustainable food system for future generations.
For more information:
Fruit Attraction São Paulo
www.ifema.es