Fruit Attraction São Paulo - https://www.ifema.es/fruit-attraction-sao-paulo - is moving forward to consolidate its position as the leading fruit and vegetable event in the Southern Hemisphere. This was highlighted by Edson Fernandes, Executive Secretary of the São Paulo State Secretariat of Agriculture and Supply, at the fair's launch ceremony, held last Friday (31) at the Secretariat's headquarters. "In 2024, Fruit Attraction already demonstrated its greatness, and this year it will be even bigger, doubling in size." The second edition of Fruit Attraction São Paulo will take place from March 25 to 27 at São Paulo Expo.

At the launch, Maurício Duval Macedo, CEO of Fiera Milano Brasil, one of the co-organizers of the event along with the Madrid Trade Fair Institution (Ifema), shared figures that already indicate that the 2025 edition of Fruit Attraction São Paulo will surpass the results of the previous year.

"We will have the participation of 400 exhibiting brands, both national and international, from more than 18 countries; an attendance of between 15,000 and 20,000 people is expected; business matchmaking sessions, organized by Apex, with more than 50 buyers; the expansion of the congress content, which will include the participation of Marcos Jank, coordinator of Insper Agro Global; and the total exhibition area will increase from one pavilion to two. We have already sold around 80% of the stands," the executive highlighted.

Macedo also highlighted that, thanks to the participation of the main fruit and vegetable producing states, Fruit Attraction São Paulo will be a great opportunity for small-scale producers and family farmers to connect with buyers, including international ones, and present their produce to potential clients in direct contact. "We want to showcase the diversity, quality, and sustainability of Brazilian fruit farming to the world," emphasized Daniel Antuña of Ifema Madrid.

Also present at the launch, Waldyr Promicia, Vice President of the Brazilian Association of Fruit and Derivative Producers and Exporters (Abrafrutas), highlighted the sector's recent positive indicators. In 2024, fruit exports exceeded one million tons, generating US$1.38 billion in revenue, a 2.04% increase compared to the previous year, according to data compiled by the association based on information from the Ministry of Development, Industry and Commerce (MDIC) and the National Confederation of Fruit Producers (Conab). Mangoes, melons, limes, lemons, grapes, papayas, and watermelons were among the top exports.

"We could export much more, since we have the potential to double, triple, or even quadruple our production, but the challenge lies in opening new markets," the leader pointed out. "Today, Brazilian fruit farming has only a 4% share of global sales. We are the 23rd largest exporter in the world in this sector." According to Promicia, Fruit Attraction São Paulo plays a key role in allowing international clients to experience firsthand all the attributes of Brazilian fruit farming.

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