Fruit Attraction São Paulo 2027 expands and moves to a new venue

IFEMA MADRID and Fiera Milano Brasil have presented the 2027 edition of Fruit Attraction São Paulo, which will take place from 6 to 8 April 2027, marking a new milestone in its trajectory with the move to Distrito Anhembi, one of Brazil’s main exhibition venues, from where it will continue promoting the growth, internationalization and competitiveness of the Brazilian and Latin American fruit and vegetable industry.

The presentation took place within the framework of Fruit Attraction, at IFEMA MADRID, and was attended by Daniel Martínez, Executive Vice President of IFEMA MADRID; Andrea Sozzi, Group Business Development & International Director of Fiera Milano; Waldyr Promicia, President of ABRAFRUTAS; and Iván Tonet, Markets Manager at SEBRAE.

During his speech, Daniel Martínez highlighted that "Fruit Attraction São Paulo was born from the international vocation of Fruit Attraction Madrid and the desire to create a platform capable of supporting the extraordinary growth potential of Brazilian fruit and vegetable production and exports", he stated. For his part, Andrea Sozzi highlighted the importance of the partnership between IFEMA MADRID and Fiera Milano Brasil, two leading exhibition operators, for the successful organization of a project such as Fruit Attraction São Paulo which, in just three editions, has managed to establish itself as one of the most important commercial platforms for the Brazilian fruit and vegetable sector.

The 2026 edition confirmed this growth trend by bringing together more than 18,400 professional visitors from 60 countries, 450 national and international brands and more than one thousand business meetings, with an estimated potential value of 270 million euros. These results reinforce the role of the fair as an international platform for the promotion of Brazilian production and for the development of new commercial opportunities among producers, exporters, distributors and importers from around the world.

The forecasts for 2027 point to the participation of more than 500 represented brands and the attendance of more than 20,000 professionals from more than 60 countries. In addition, the organization will strengthen its international hosted buyers programme, with more than 50 hosted buyers, with the aim of continuing to increase the volume and quality of business opportunities generated during the fair.

In this regard, the market response is being particularly positive. With several months still to go before the event, nearly 70% of the exhibition space has already been reserved, a booking rate higher than that recorded in previous editions, demonstrating companies’ confidence in Fruit Attraction São Paulo as a strategic tool for their national and international expansion.

New venue for a new stage of growth

The next edition will mark the beginning of a new phase with its celebration at Distrito Anhembi, a completely renovated complex that will make it possible to respond to growing market demand and significantly expand the capacity of the event.

Thanks to this change of venue, Fruit Attraction São Paulo will be able to exceed 20,000 square metres of exhibition space and content, improving the participation experience for exhibitors, visitors and buyers, and guaranteeing a stable growth framework for the coming years.

A strategic commitment to Brazil and Latin America

Fruit Attraction São Paulo represents a strategic commitment to one of the food and agriculture markets with the greatest growth potential in the world and a natural extension of the international leadership achieved by Fruit Attraction Madrid, considered the world’s leading business platform for the fruit and vegetable sector.

The evolution of the Brazilian fair confirms the strength of a model based on business generation, knowledge transfer and the creation of international connections, contributing to the development of increasingly innovative and sustainable horticulture and fruit growing oriented towards global markets.

Photo caption: From left to right, Andrea Sozzi, Group Business Development & International Director of Fiera Milano; Daniel Martínez, Executive Vice President of IFEMA MADRID; Waldyr Promicia, President of ABRAFRUTAS; Iván Tonet, Markets Manager at SEBRAE; Adriano Bouzas, Superintendent of Agricultural Development at the Bahia Secretariat of Agriculture, and Vivaldo Gois, Secretary of Agriculture of Bahia.

More information at Fruit Attraction