The Government of Aragon and Fruit Logistica join forces to boost agri-exports

The Pignatelli Building played host to this event, organised by FRUIT LOGISTICA, the leading international fresh produce trade fair, together with the Government of Aragón. The conference brought together agrifood professionals and buyers from Northern Europe to discuss the challenges and opportunities in the internationalisation of Aragon’s agrifood sector.

Amparo Cuéllar, General Director of Innovation and Food Promotion, opened the session by highlighting Aragón’s strong potential in international agrifood markets:

Cuéllar, stated: 

“Aragon has a great deal to offer the world: high-quality products and a growing export vocation. Events such as FRUIT LOGISTICA are essential for reinforcing our position in global markets.”

Understanding consumer trends and market opportunities

Throughout the morning, the event addressed key aspects of the region’s agrif-ood export potential. First to speak was Ana León Lubias, plant health inspector at the Government of Aragón Delegation, who stressed the importance of strict phytosanitary controls in line with international protocols. This was followed by insights from representatives of target markets such as the United Kingdom and the Nordic countries.

Jussara Ferrer, Head of Purchasing at the British company Produce Partners, focused her speech on the trends that are defining agri-food consumption in the UK, such as sustainability, the rise of e-commerce, and the growing demand for organic products. Paula Pigem, Head of Sourcing and Sales at Greenfood Iberica, emphasised the value of differentiation, the connection with consumer trends and social commitment, areas in which many companies in Aragon are already making their mark with innovative approaches.

Success stories and global projection

One of the most inspiring moments was the testimony of Nuria Izquierdo, administrator of Summer Fruit. This company from Aragon has successfully established a strong international presence through a clear focus on quality, professionalism and the active pursuit of new opportunities. Exhibiting at FRUIT LOGISTICA has been key to connecting with clients from around the world, spotting trends and achieving sustainable growth.

In the closing part of the event, Silvia de Juanes, Director of Communications for FRUIT LOGISTICA in Spain, reminded attendees that the trade fair is not just a commercial meeting point, but also a true springboard for innovation and international projection.

de Juanes added:

“In addition to the business opportunities it offers, FRUIT LOGISTICA is a space for recognising companies that dare to go beyond the ordinary. For example, every year, we present the FRUIT LOGISTICA Innovation Awards (FLIA) and FLIA Technology. The company Genuine Coconut, from Zaragoza, was the winner in 2016. Since then, it has continued to grow across Europe and beyond. Cases like this reflect not only the innovative spirit of Aragonese companies, but also the potential that emerges when you show your ideas to the world.”

The event concluded with a round table discussion and a space dedicated to networking among the attendees. With this initiative, FRUIT LOGISTICA continues its tour across different Spanish regions, aiming to prepare the sector for its major annual event in Berlin, which will be held from 4 to 6 February 2026.

About FRUIT LOGISTICA

FRUIT LOGISTICA is the leading trade fair for the global fruit trade and covers the entire value chain of the fruit and vegetable industry, from the producer to the consumer – from the point of seed to the point of sale. More than 2,600 exhibitors from over 90 countries presented their products, services and technical solutions at FRUIT LOGISTICA 2025. 67,500 buyers and trade visitors from over 140 countries took part in the event. The next FRUIT LOGISTICA will take place in Berlin from 4 to 6 February 2026.

About Messe Berlin

Berlin has been a trade fair destination for 200 years, and has been one of the most important such hubs for many decades. Messe Berlin – the state’s own trade fair company – conceives, markets and organises hundreds of live events every year. It strives to be an outstanding host for visitors at all events, generate optimal business stimuli, and provide fair conditions for everyone. This concept is reflected in the company slogan: Messe Berlin – Hosting the World.