IFEMA Madrid and Fiera Milano Brasil extend Fruit Attraction São Paulo partnership until 2033

Within the framework of Fruit Attraction São Paulo 2026, which opened its doors yesterday, IFEMA MADRID and Fiera Milano Brasil have renewed their partnership until 2033 to continue jointly organising the event in Brazil. The agreement guarantees the presence of the fair in the Brazilian calendar for at least seven more years and reflects the long-term commitment of both organisations to the expansion of the fruit and vegetable sector in Brazil.

In just three editions, Fruit Attraction São Paulo has increased its exhibition area by more than 80%, reaching nearly 450 exhibiting brands, highlighting the growing interest of the local industry in the event as a driver for business development and value creation. In its 2025 edition, the fair welcomed more than 16,000 professional visitors from 60 countries, reinforcing its global reach both within Latin America and as a platform for trade with Europe.

Brazil strengthens the international growth of the Fruit Attraction brand

A success story transferred from Madrid, following 17 editions of Fruit Attraction held in the Spanish capital, which has now become a key meeting point in São Paulo for the Brazilian fruit and vegetable sector. Brazil is the world’s third-largest fruit producer, behind China and India, with an annual production exceeding 58 million tonnes. The agricultural sector accounts for around 6% of the national GDP and, when considering the entire agribusiness chain, exceeds 20%, consolidating the country as one of the world’s leading agricultural powers.

According to Daniel Martínez, Executive Vice President of IFEMA MADRID:

"Renewing this agreement is key to the international expansion strategy we have been developing in recent years, and it clearly reflects the success of Fruit Attraction São Paulo, which in just three years has positioned itself as a benchmark event in a country as relevant as Brazil for the global fruit and vegetable sector."

For his part, Andrea Sozzi, Group Strategy & Global Expansion Director of Fiera Milano in Italy, stated:

"The renewal of our partnership with IFEMA MADRID for the organisation of Fruit Attraction São Paulo for seven more years confirms the success of a visionary initiative that connects Brazil, Spain and Italy in a global journey to generate opportunities and business in the fruit and vegetable segment."

Maurício Macedo, CEO of Fiera Milano Brasil, added:

"The extension of the collaboration with IFEMA MADRID crowns the success of the first three editions of Fruit Attraction São Paulo, paving the way for further growth and reaffirming the event as the most relevant global platform for Brazilian fruit production."

Fruit Attraction São Paulo holds its third edition from 23 to 26 March at São Paulo Expo, co-organised by IFEMA MADRID and Fiera Milano Brasil, with the sponsorship of SEBRAE, institutional support from São Paulo Negócios and the City of São Paulo, and backing from ABRAFRUTAS, IBRAHORT, ABIMAQ, EMPAPEL and CEAGESP.

About IFEMA MADRID

IFEMA MADRID is Spain’s leading trade fair operator and one of the most important in Europe. With more than 700 events held each year, its annual calendar includes trade fairs, congresses and professional events across nearly all sectors of the economy. Each year, more than 34,400 Spanish and international companies participate in its events to generate business and establish commercial relationships, attracting over four million visitors.

With an extensive programme that also includes major concerts, shows, exhibitions and leisure activities for the general public, the organisation has become the second largest economic driver in the Madrid region, with a regional impact of €5.779 billion.

About Fiera Milano Brasil

Fiera Milano Brasil is the Brazilian branch of Fiera Milano, one of the world’s leading trade fair and congress organisers, headquartered in Italy with a global presence. The company brings together around 30,000 exhibitors and more than five million visitors annually across its events.

With international experience and strong knowledge of the local market, Fiera Milano Brasil provides strategic platforms for business generation, qualified networking and trend development, connecting brands, professionals and solutions in innovative and highly professional environments.

It organises a total of ten trade fairs covering various sectors of the economy, including security, clean and renewable energy, pipes and fittings, cables, occupational health, rehabilitation technologies, inclusion and accessibility, among others. Its portfolio includes major brands such as Exposec, FISP, Fire Show, Tubotech, Wire Brasil, Reatech Brasil, Ecoenergy Congress, Fruit Attraction São Paulo (in collaboration with IFEMA MADRID), TranspoQuip and Expoparking (in partnership with BMComm), and E-squadria Show, held in collaboration with NürnbergMesse Brasil.