Establishment of a partnership to promote Mexican fresh produce

MESSE BERLIN AMERICAS and the National Agricultural Council (CNA) have announced a multi-year strategic partnership aimed at strengthening Mexico's position within global agri-food value chains and creating new international business opportunities for the country's fresh produce sector.

The agreement brings together Messe Berlin's global expertise and international network, through FRUIT LOGISTICA (Berlin) and ASIA FRUIT LOGISTICA (Hong Kong), the world's leading trade fairs for the international fresh fruit and vegetable business, with the leadership and industry representation of the CNA, the most influential business organization in Mexico's agri-food sector.

Through this collaboration, both organizations will work together to promote knowledge exchange, facilitate the creation of high-value business opportunities, and increase the visibility and competitiveness of Mexican agricultural products in international markets.

Creating New Opportunities for Mexico's Fresh Produce Industry

Mexico ranks among the world's leading exporters of fresh produce, with an internationally recognized offering that includes avocados, tomatoes, berries, chili peppers, mangoes, and citrus fruits, among many other products.

Through this collaboration, Messe Berlin Americas will actively leverage FRUIT LOGISTICA's extensive global network to attract international attention to Mexico's fresh produce industry, connecting it with buyers from Europe, Asia, and emerging markets around the world.

Global Agrifood Forum 2026 Marks the Beginning of This Strategic Partnership

As part of this collaboration, Messe Berlin Americas will participate in the Global Agrifood Forum, one of the most important gatherings of Mexico's agri-food sector, organized by the National Agricultural Council (CNA) and to be held on November 26–27, 2026.

As a strategic partner of the event, Messe Berlin Americas will help strengthen the sector's international connections, promote business opportunities, and bring the global expertise of the FRUIT LOGISTICA network to the fresh produce industry in Mexico and Latin America.

This first milestone will also strengthen the positioning and visibility of the FRUIT LOGISTICA brand in Central America, South America, and the Caribbean, laying the foundation for a long-term collaboration that connects regional stakeholders with international markets, innovation, and new growth opportunities.

FRUIT LOGISTICA Mexico Meetup

Messe Berlin Americas will expand its international networking initiatives with the launch of FRUIT LOGISTICA Mexico Meetup in May 2027, featuring a one-day conference and networking event designed to bring together the leading players across the fresh produce value chain and reinforce Mexico's role within the international industry.

The event will bring together growers, exporters, importers, retail chains, logistics providers, industry associations, and sector experts for a full day dedicated to knowledge exchange, trend analysis, and the development of strategic connections.

Participants will explore the challenges, trends, and opportunities shaping the future of the fresh fruit and vegetable industry across the Americas and the rest of the world.

The event will showcase the quality, innovation, and diversity of Mexico's fresh produce offering while fostering meaningful connections between the country's agri-food industry and the international fruit and vegetable community, further strengthening Mexico's position as a strategic player in the global fresh produce trade.

In Vicente Salas Hesselbach's words, Vice President and Managing Director Americas, Messe Berlin:

"Mexico is home to one of the world's most dynamic and competitive fresh produce industries. Through this partnership, we aim to connect the sector with the conversations, trends, and opportunities that are shaping the future of the international fruit and vegetable trade. Our goal is to help more Mexican companies expand their reach and strengthen their presence in strategic global markets."

According to Jorge Esteve Recolons, President of the National Agricultural Council: 

"Mexico is now one of the world's leading agri-food powers. With exports exceeding US$50 billion in 2025, we have consolidated our position as a reliable and strategic supplier of food to global markets. This partnership represents an opportunity to expand our international presence, diversify markets, and accelerate the growth and expansion of Mexico's agri-food sector."

About Messe Berlin Americas

Messe Berlin Americas is the regional subsidiary of Messe Berlin, one of the world's leading trade fair and congress organizers, with more than 200 years of history in Berlin. Messe Berlin Americas is responsible for the development and promotion of FRUIT LOGISTICA Berlin and ASIA FRUIT LOGISTICA in Mexico, Central America, and the Caribbean, bringing the expertise, international network, and organizational capabilities of the global Messe Berlin Group to the region.

About FRUIT LOGISTICA / ASIA FRUIT LOGISTICA

FRUIT LOGISTICA is the world's leading trade fair for the international fresh fruit and vegetable business, covering the entire value chain—from grower to consumer, from seed to point of sale. Each year, more than 2,600 exhibitors from over 90 countries showcase their products, services, and technological solutions at FRUIT LOGISTICA. The next edition will take place in Berlin from February 3 to 5, 2027.

ASIA FRUIT LOGISTICA is Asia's leading international trade show for the fresh produce business. Its 19th edition will be held from September 2 to 4, 2026, at AsiaWorld-Expo in Hong Kong. The event includes the Asiafruit Knowledge Centre, a content platform powered by Asiafruit Magazine, whose flagship event is the Asiafruit Congress, alongside the Asiafruit Business Forum and the Asiafruit Showcase.

About the National Agricultural Council (CNA)

The National Agricultural Council (CNA) is Mexico's leading agri-food industry organization. It brings together associations of primary producers from the agricultural, livestock, fisheries, aquaculture, forestry, and agribusiness sectors, as well as companies and organizations representing the entire agri-food value chain and related services. Since 1984, the CNA has contributed to strengthening food security in Mexico and around the world.