This week the Fruit Attraction took place again in Madrid. Although the general focus of the exhibition is on the fresh produce industry, horticultural suppliers find their way there as well.
The fair is also referred to as 'Little Berlin', a reference to the Fruit Logistica trade fair, which is popular in the fresh produce industry. In recent years, more and more horticultural suppliers have started to present themselves there in the hope of also meeting the (international) grower. And the growing list of exhibitors shows it to be successful.
As a result, more and more suppliers are moving to Spain. "If my customers are there, I have to be there too", the thought seems to be.
The large breeding companies can also be found at the fair.
More than one and a half thousand companies exhibited at the fair, which attracts not only Europeans but also an increasing number of visitors from outside Europe. Last year, the fair was visited by 70,000 people.
Unlike last year, this edition remained well visited until the last day of the fair, but around 3 o'clock in the afternoon a lot of people had returned home and it was quiet in the aisles. The rather busy last day of the exhibition is the result of the adjustment of the schedule. Previously, the fair was organized from Wednesday to Friday, this year from Tuesday to Thursday.
Flower and plant trade
Since last year, the fair has also reached out to the floricultural industry. The flower and plant traders didn't arrive en masse, but there is definitely interest. Last year we were able to count the exhibitors on one hand, but now you'd need a number of hands.
The reason for this interest lies mainly in the great attraction that Fruit Attraction has for the retail sector. As flowers and plants are becoming increasingly prominent in an increasing number of supermarkets - a development that can be observed both in Europe and in North America - the large growers in particular are coming to take a look.
In general, at the show the focus on packaging was notable. Cardboard shakers, a lot of top seal packaging and biodegradable films in all shapes, colors and sizes could be found everywhere.
The focus on biodegradable was less prominent this year. The companies that focus on the organic market shared a hall with the flower and plant companies.