A success in Europe for 15 years, the event arrives in Brazil with the projection of generating more than 250 million dollars in commercial transactions for national companies.

São Paulo, February 2024 – Fruit Attraction, one of the leading international trade fairs for the fruit and vegetable sector, will have its first-ever Brazilian edition this year. From April 16 to 18, the São Paulo Expo will host the event, aiming to further boost the fruit export sector, which broke sales records in 2023, reaching US$1.2 billion, according to data from the Brazilian Association of Fruit and Derivative Producers and Exporters (Abrafrutas).

The record revenue represents a 26.73% growth and a 6% increase in volume compared to 2022. Given this positive outlook, organizers expect Brazilian companies to attract more than $250 million (approximately 1.24 trillion reais at the current exchange rate) in business deals, which should be finalized within 12 months.

“Fruit Attraction is one of IFEMA MADRID’s flagship brands, guaranteeing success in the fair’s internationalization process. Last year, its 15th edition brought together more than 103,000 professionals from 145 countries and 2,000 exhibitors from around the world, making it a key event on the global trade fair calendar. It is undoubtedly one of the most suitable projects for expanding the Fruit Attraction brand abroad, especially in a country as rich in the fruit and vegetable sector as Brazil. Fruit Attraction São Paulo has enormous potential,” says Jaime Martín, Director of International Expansion at IFEMA MADRID.

"We are delighted to bring this trade fair to Brazil through our partnership with IFEMA MADRID. It is a well-established brand in Europe and one of the world's leading fruit and vegetable events. We have combined the strength of the fair with Brazil's potential in the sector. This gives us great encouragement and the certainty that this will be the first of many more editions," says Maurício Macedo, Managing Director of Fiera Milano Brasil.

The official announcement was made last year during the Madrid edition in Spain. Organized by IFEMA Madrid and held in Brazil with the support of Fiera Milano, the event is expected to attract more than 200 national and international exhibitors to a 9,000-square-meter space. Finally, How2Go, a Spanish multinational specializing in internationalization, will represent the event in Brazil, marketing the exhibition spaces to Brazilian companies.

According to Marcelo Vitali, director of How2Go in Brazil, "Fruit Attraction offers Brazilian entrepreneurs a unique opportunity to consolidate business plans and strengthen their businesses locally, while also providing good opportunities to export products."

"This will be a crucial event to propel the Brazilian fruit industry toward its goal of becoming one of the world's top ten fruit exporters. This edition of Fruit Attraction is especially significant, as it marks the event's internationalization and its closer connection with Latin America. Brazil, with its leading position in the region, is perfectly positioned to become a successful epicenter for business meetings in the fruit and vegetable sector, uniting the entire value chain and fostering trade between the Americas and Europe," says Vitali.

In Madrid, nearly 50 Brazilian exporting companies, led by Abrafrutas, and almost a dozen importers attended Fruit Attraction 2023, invited by How2Go. For the Brazilian edition, the company is coordinating the participation of regional governments, the private sector, and other stakeholders. Among the states already confirmed are: Maranhão, Bahia, São Paulo, Ceará, Pernambuco, and Rio Grande do Norte.

Services:

Fruit Attraction São Paulo

Date: April 16-18, 2024

Opening hours: 10am to 6pm

Venue: São Paulo Expo Exhibition and Convention Center

Address: Rodovia dos Imigrantes, 1.5 km - Vila Água Funda, São Paulo - SP

Free transport from 1 hour before to 1 hour after the fair.

More information at this link - https://www.ifema.es/fruit-attraction-sao-paulo/

About IFEMA MADRID

IFEMA Madrid is Spain's leading trade fair operator and one of the most important in Europe. With over 500 events held annually, its calendar includes trade fairs, congresses, and professional events related to virtually every sector of the economy. Each year, more than 24,000 Spanish and international companies participate to generate business and establish commercial relationships, attracting nearly 4 million visitors. With a packed program that also includes major musical events, shows, exhibitions, and leisure activities for the general public, it has established itself as the second largest economic driver in the Community of Madrid, with an impact of €5.104 billion on the local community. More information: https://www.ifema.es/

About How2Go

How2Go is a Spanish multinational specializing in the internationalization of companies. It currently has 13 offices worldwide (Brazil, Chile, Colombia, South Korea, Ivory Coast, Spain, Hong Kong, Morocco, Mexico, Peru, Portugal, the United Kingdom, and Shanghai). The company launched in Brazil in January 2023 and expects to generate $100 million in new business in the country by 2025, particularly in sectors such as food and beverages and technology for the agricultural and healthcare industries. More information: https://h2gconsulting.com/?lang=pt-pt

About Fiera Milano Brazil

Fiera Milano Brasil is the Brazilian subsidiary of Fiera Milano, one of the world's largest trade fair and convention companies, which attracts approximately 30,000 exhibitors and over five million visitors annually. In Brazil, Fiera Milano holds seven trade fairs representing diverse sectors of the economy, including security, clean and renewable energy, pipes and fittings, cables, occupational health, rehabilitation technologies, inclusion and accessibility, and more. Key brands in the portfolio include Exposec, Fisp, Fire Show, Ecoenergy Congress, Reatech, Tubotech, and Wire South America. For more information, visit www.fieramilanobrasil.com.br

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