Fruit Attraction is Spain’s leading trade fair for the fruit and vegetable sector and one of the main international meeting points for all the companies and professionals involved in this industry. Organised by IFEMA MADRID and FEPEX, it has become a strategic platform for generating business opportunities, exploring new markets, establishing partnerships and sharing the developments that are shaping the future of agriculture.
This year, Fruit Attraction will celebrate its 18th edition from 6 to 8 October 2026 at IFEMA MADRID. According to the organisers’ forecasts, the event will bring together more than 2,500 participating companies, 121,000 professionals from 150 countries and 162,000 square metres of exhibition space. These figures reflect the relevance and international reach that the trade fair has achieved.
What can we find at Fruit Attraction?
Over three days, Fruit Attraction will bring together producers, manufacturers, distributors, importers, exporters, retail chains, technology companies, consultancies, public authorities and specialised professionals from across the entire fruit and vegetable value chain in Madrid.
The trade fair is organised into several thematic areas. Fresh Produce showcases fruit, vegetables and other fresh produce; Auxiliary Industry brings together companies specialising in seeds, fertilisers, plant nutrition products, plant protection products, packaging, labelling, machinery, technical services and pre-harvest and post-harvest solutions; Innova & Tech presents the latest developments in agricultural research and technology; and Fresh Food Logistics focuses on cold-chain transport, storage and logistics for perishable products.
In addition to the exhibition area, Fruit Attraction offers an extensive programme of conferences, round tables, presentations, business meetings and activities related to innovation, sustainability, organic production and internationalisation. It also facilitates direct contact between participating companies and international buyers, importers, distributors and purchasing managers from different markets.
For all these reasons, Fruit Attraction is much more than a product showcase. It is a space where knowledge is shared, the sector’s main challenges are discussed and new solutions are presented to improve the productivity, sustainability and competitiveness of European agriculture. The trade fair has become an essential platform for companies seeking to grow, strengthen their market position and access new business opportunities.
Sun Chemicals Services will be attending once again
At Sun Chemicals Services, we are delighted to announce that we will once again be attending Fruit Attraction this year. For us, returning to this trade fair is an excellent opportunity to meet clients, partners and other industry professionals, exchange experiences and gain first-hand insight into the latest market trends and needs.
In addition, this year we will once again have the pleasure of actively participating in the event programme. On 7 October, from 10:30 a.m. to 12:00 p.m., our consultant Ferran Soldevila Elias will take part in Biofruit Congress Innovation Panel, entitled:
“EU fertilisers: the key to competing in Europe”
During this session, we will discuss the importance of having an appropriate regulatory strategy in place to market fertilisers and biostimulants in the European market. We will address the main requirements companies need to consider, the different market access routes available and the role regulation plays in product competitiveness.
We will also cover matters related to Regulation (EU) 2019/1009, CE marking, national registrations and mutual recognition, as well as the importance of correctly assessing product composition, product function category, component material categories, technical documentation and labelling before beginning any market access procedure.
A well-defined regulatory strategy helps companies avoid delays, unnecessary costs and difficulties when introducing a product into the European market. Regulation should therefore be understood not only as a legal obligation, but also as a strategic tool for differentiation, building trust and competing in the European market with greater certainty.
For Sun Chemicals Services, it is a true honour to have been invited to participate in this panel alongside other leading professionals from the sector. We look forward to sharing our experience, offering our perspective on access to the European market and contributing to such an important discussion for the present and future of the fertiliser industry.
July 2026
Sun Chemicals Services Team