Fruit Attraction 2026 highlights global trade and sector challenges

The 18th edition of Fruit Attraction, held at IFEMA Madrid, served as a major global hub for the fruit and vegetable trade, attracting over 121,000 professionals from 150 countries. The event showcased significant industry trends, including the expansion of Latin American delegations from Peru, Ecuador, Chile, and Colombia, as well as the increasing importance of scale and logistics in the European market.

Key industry developments discussed include the imbalance between blueberry production and consumption, with experts warning of a potential shift toward commodity pricing. In the strawberry sector, Eurosemillas introduced 'The Red Innovation Hub' to connect breeders with global operators. Meanwhile, Grupo Europlátano reported a 23.4% increase in commercialization during the first half of 2026, driven by its ripening center model.

Despite growth, the sector faces ongoing challenges such as high operational costs, the impact of climate phenomena like El Niño on production volumes, and the necessity for digital transformation and genetic innovation to meet consumer demands for flavor and shelf life.