5 to 7 October at IFEMA Madrid
Fruit Attraction 2026 Figures
- 128,364 Professionals
- 2,588 Exhibitors
- 162,000sqm exposition
Fruit Attraction 2027: Dates, What to Expect, and How to Prepare Your Booth
It is where international supply and demand meet to plan seasons, close deals and see how the fruit and vegetable chain is moving. In 2026 it was organised into four areas: Fresh Produce, Industria Auxiliar, Innova & Tech and Fresh Food Logistics. IFEMA has said that for the next edition the halls keep their current layout.
What We Know About 2027 and What Is Missing
As of 2 November 2026, this is what IFEMA has published:
- Confirmed: the dates (5 to 7 October), the venue, the organisers (IFEMA Madrid and FEPEX) and that the halls keep their location, theme and configuration.
- Not published yet: the guest importing countries, the star product, the programme of conferences and congresses, and the exhibitor guide with the specific participation rules.
We will update this post as soon as there is news.
In 2027 it falls on the same dates as Conxemar, the frozen seafood trade show in Vigo. If you are going to both, it is worth splitting your teams and finalising the stand builds in good time.
Dates, Venue, and Organizers
- Official Dates: 5 to 7 October 2027 (three days).
- Venue: IFEMA Madrid, Exhibition Centre (Av. del Partenón, 5, 28042 Madrid).
- Organisers: IFEMA Madrid and FEPEX (Spanish Federation of Associations of Fruit and Vegetable Producers and Exporters).
What to Expect at Fruit Attraction
The trade show is structured into four areas that cover the value chain, the way it was organised in 2026:
- Fresh Produce: the trade in fresh produce.
- Industria Auxiliar: packaging, machinery, inputs, irrigation, post-harvest, labelling and the rest of the suppliers in the chain.
- Innova & Tech: applied technology, from artificial intelligence and vision to sensors and data.
- Fresh Food Logistics: cold chain, warehousing and transport of perishables.
Beyond the exhibition area, in 2026 there was the Innovation Hub and its awards, Biofruit Congress (9th edition), Factoría Chef, the Organic Tour, the Avocado Congress and the Potato Symposium on the eve of the show. The 2027 programme is not published yet, and IFEMA will post it on its Opening Hours and Activities page.
How Fruit Attraction 2026 Went
These are the official figures for the last edition, the 18th, held from 6 to 8 October 2026:
- 128,364 professionals from 170 countries, 6% more than in 2025. International visitors made up 45%.
- 2,588 exhibiting companies from 79 countries, across 162,000 sqm.
- 600 international buyers from 62 countries, through the International Buyers Programme.
- 107 sessions of technical conferences, congresses and Factoría Chef, with 221 speakers and 3,337 attendees.
- 419 million euros of estimated economic impact in Madrid and 3,106 jobs linked to the show.
The potato was the star product, with its International Symposium, and China and the United Arab Emirates were the guest importing countries. The Innovation Hub Awards drew 45 entries and 9 finalists. In the Best Stand Awards the winners were Veganic (sustainability), Cultivar (best design) and Cuna de Platero (most original).
Tickets, Accreditation, and Professional Registration
Fruit Attraction is a trade-only show. Registration is done on the IFEMA website and it is personal: each person needs their own account, and you cannot get several passes with the same email address. If an exhibitor sends you an invitation code, you redeem it at the third step of the registration.
With your pass you can use LIVE Connect, IFEMA’s platform for browsing exhibitors and products and booking meetings before you get to Madrid. If you are going as a team, split the roles (lead generation, partners, press, innovation) and prepare a list of exhibitors by area.
If You’re Exhibiting: 10 Keys to Make the Most of It
To request space you have to send the participation application that IFEMA has in its exhibitor area. That same page holds the general participation rules, the safety advice for exhibitors and the sustainable participation guide. The exhibitor guide with the specific rules is listed as coming soon.
With the usual rule of booking 8 to 10 months ahead, the moment to request space for October 2027 is between December 2026 and February 2027. And these are the keys we recommend:
- Book your location early. Decide which area you want to be in (Fresh Produce, Industria Auxiliar, Innova & Tech or Fresh Food Logistics) and which visitors you want walking into your stand.
- Design with one goal in mind. One physical element per goal: a demo area for launches, meeting rooms for B2B, a sampling counter.
- A message you can read in five seconds. A front headline, a subclaim and three points at most. Think of it for photo and for video, because a lot of traffic arrives later through LinkedIn and the press.
- Look after the visitor’s route. What they see, what they touch and what they taste. If you bring fresh produce, plan the sampling and the restocking, with its cold chain and its waste.
- Sustainability you can see. Recyclable materials, rental furniture, modular graphics and a waste plan. The Best Stand Awards have a sustainability category.
- Switch on LIVE Connect. Book meetings with buyers and distributors before you arrive, and leave gaps in the team’s diary for the important visits.
- Decide how you qualify leads. A short form, a clear definition of a good lead and scanning with notes. Follow up at 72 hours, at 7 days and at 30.
- Logistics and operations. Book the loading and unloading, the electricity, the cleaning and the catering early. In 2027 it clashes with Conxemar, so if you are going to both, split your teams and finalise the stand builds early.
- Press and activations. If you enter the Innovation Hub Awards or launch something new, have photos, video, a press kit and spokespeople ready.
- Measure. Set before the show how many leads, meetings and deals you are after. Without numbers you will not know what to repeat.
At Servis we have spent more than 60 years designing and building stands for trade shows, Fruit Attraction included. We take care of the whole process so that all you have to do is look after your visitors. Tell us what you want to achieve and we will propose a stand built for that.
What happens after the trade show?
The trade fair doesn’t end when visitors leave. Here are a few recommendations to make the most of the work you have put in:
- Follow up on your leads. A personal email or phone call makes the difference.
- Review the results. Look at what worked and what you would improve for the next show.
- Keep in touch. Steady follow-up turns a first interest into a lasting relationship.
If You’re Visiting: How to Make the Most of the Three Days
- Plan your schedule by area. Filter exhibitors in LIVE Connect and prioritise according to what you are after: buying, innovation, partners or export.
- Make room for the technical side. The congresses and forums help you see trends in organic production, sustainable packaging, logistics and data. The 2027 programme will be published on Opening Hours and Activities.
- Get there easily. By metro, line 8 to Feria de Madrid. By bus, the 73, 112, 122 and 828. By car, M-40 (exits 5 to 7), M-11 (5 and 7) or A-2 (exit 7).
- Think about your own logistics. Comfortable shoes, a power bank and clear meeting points if you split up between halls.
- Close the loop. Block two hours after the show to sort out cards and notes and send the first emails.
- Take the chance to see Madrid. We have a guide with tips for enjoying the city.
