The Madrid trade show will bring together exhibitors, buyers and industry specialists as participation from the United States and Canada reinforces its international commercial role.
Fruit Attraction will bring the United States and Canada back into its 2026 edition, extending the Madrid trade show’s reach across the global fresh produce sector. Organised by IFEMA MADRID and FEPEX, the event is scheduled to take place from 6 to 8 October 2026 as its 18th edition. Its focus on commercial partnerships and export opportunities reflects the importance of international connections within a supply chain spanning growers, exporters, importers, distributors, retailers and logistics companies.
The exhibition is expected to attract more than 2,500 companies and occupy 162,000 square metres of exhibition space. Fruit Attraction also expects 121,000 trade professionals from more than 150 countries, figures that position the event as a large meeting point for businesses operating across the fruit and vegetable value chain. Spain will retain a central role as one of the world’s major producers and exporters, while the participation of new exhibiting countries adds further geographic breadth.
For companies from the United States and Canada, the event is presented as a platform for developing commercial partnerships, identifying export opportunities and strengthening international presence. An International Buyers Program, developed with Spain’s Ministry of Agriculture, Fisheries and Food, ICEX Spain Trade and Investment and FEPEX, is intended to facilitate the attendance of 700 buyers, importers, distributors and purchasing decision-makers from more than 50 countries. The programme is expected to generate business meetings during the event.
The 2026 edition will also feature China and the United Arab Emirates as Guest Importing Countries, adding two markets that organisers identify as strategically important to global fresh produce trade. Alongside its commercial activity, the programme will include Innovation Hub Awards, specialist congresses and industry forums focused on innovation, sustainability and knowledge sharing. That combination gives the show a role beyond exhibition space, linking market access with discussion of operational and sector-wide challenges.
Fruit Attraction’s North American participation illustrates how established trade shows are being used to connect regional produce businesses with international buyers and partners. Its scale, buyer programme and expanded country representation create a broad setting for commercial exchange, while the supporting conference programme provides a forum for industry issues. For IFEMA MADRID, FEPEX and Fruit Attraction, the 2026 edition will therefore serve as both a marketplace and a structured meeting point for the global fresh produce business.
