Participating in international trade fairs is not simply a showcase for products; it is, above all, a space for building trust, strengthening relationships, and understanding global trends. This year, 2025, marks our fifth consecutive year at Fruit Attraction , a trade fair that has grown remarkably since 2021, gaining prominence in Europe and becoming a central hub for the marketing of fresh fruit.

Over the years, we have witnessed the event's evolution from a regional gathering to a true international hub, attracting buyers not only from Europe, but also from the Middle East, North America, Latin America, and even Russia. For Ecuador, whose primary market is currently in Europe, the fair represents the ideal platform to showcase its offerings for the remainder of this year and prepare for the first half of 2026.

When we first arrived in 2021, we started with young crops in the certification process. Today, the story is different: virtually our entire core group of producers holds Global GAP 6.0 certification , and we are making progress toward GRASP and Rainforest Alliance certifications. These achievements are not just certifications, but gateways to increasingly demanding customers who require sustainability, traceability, and social responsibility.

The meeting agenda for this edition confirms it: Spain, the Netherlands, Belgium, and Germany are looking at Ecuador with growing interest. And this interest multiplies when we add the synergies with colleagues from Peru, Chile, Colombia, and Mexico, with whom we exchange experiences on production, post-harvest handling, and export. Fruit Attraction is, in that sense, an open classroom where knowledge is shared and expectations are aligned.

Looking to the future with strategic alliances

This year also has a special significance: it's the first trade fair in which we're participating alongside Durexporta , a key partner with extensive experience in mangoes. This collaboration allows us to broaden our offering and provide more comprehensive service to customers who value having access to both products from the same origin. This strategy responds to new market dynamics and the need to diversify without losing sight of quality.

Ultimately, Fruit Attraction reminds us every year that internationalization isn't measured solely by shipping containers, but by the ability to strengthen Ecuador's identity as a source of quality. The fair provides the perfect platform to reaffirm that we are building not only business relationships, but also long-term partnerships.

Santiago Pinto, Director, Iteranza, spinto@interanza.com , Ecuador