Potatoes take centre stage as Fruit Attraction 2026 Star Product

Potatoes are the Star Product of the 18th edition of Fruit Attraction, organised by IFEMA MADRID and FEPEX, which will take place from 6 to 8 October. To mark the occasion, an extensive programme of activities will be held, beginning on the day before the trade fair with the 1st International Potato Symposium, and including promotional activities both inside and outside IFEMA MADRID, with the aim of highlighting this food product and increasing the visibility of the sector as a whole.

Potatoes will be the main focus of Fruit Attraction 2026. Their selection as the Star Product will help highlight a strategic sector due to its contribution to food security, while also showcasing the qualities of a staple and versatile food that is regularly included in consumers’ diets.

The programme will begin on Monday 5 October, the eve of Fruit Attraction, with the 1st International Potato Symposium, organised by FEPEX in collaboration with Fruit Attraction and Europatat. The event will bring together representatives from production, marketing, industry and institutions to analyse the main challenges facing the sector in Spain and the European Union.

The Symposium will address issues such as the situation of European production and trade, plant health, the challenges facing the Spanish supply chain and consumer prospects, encouraging knowledge sharing and collaboration among the different stakeholders that make up the potato value chain.

Alongside this professional and sector-focused aspect, the Star Product initiative will also have an important promotional dimension. Potatoes will be present even before visitors enter the trade fair venue through a poster campaign at Nuevos Ministerios and Plaza de España Metro stations, complemented by promotional activities in the central aisle of Fruit Attraction and the screening of a video dedicated to potatoes.

The Potato Tour will also be launched within the trade fair. This route will allow visitors to identify and locate companies associated with the product. Participating exhibitors will be included in a dedicated list and will have a specific identification sign at their stands, making it easier for attending professionals to discover the potato offering at Fruit Attraction.

Gastronomy will also play a prominent role in the Star Product activities, with a baked potato showcooking session designed to showcase in an appealing way the culinary possibilities and versatility of this food.

These initiatives will be complemented by different engagement activities throughout the three days of the trade fair. Two performers dressed as potatoes will walk around the Fruit Attraction halls, bringing the Star Product to visitors in a fun and informal way. In addition, specific merchandising has been produced for the campaign, including potato peelers and potato-shaped stress-relief toys.

The promotion will also reach younger consumers. On 6 October, an activity will take place at IES Gabriel García Márquez in Madrid, featuring chef and food communicator Daniel del Toro, aimed at introducing potatoes to students through a practical and educational approach. The activity will be streamed and subsequently made available online, thereby extending its reach.

The 1st International Potato Symposium and the promotional activities taking place inside and outside the trade fair will thus form the programme for potatoes as the Star Product of Fruit Attraction 2026. The initiative aims to strengthen recognition of this food, highlight its economic, social and food-related importance, and increase the visibility of the producers, marketers and companies that make up its value chain.

Fruit Attraction, organised by IFEMA MADRID and FEPEX, will hold its 18th edition from 6 to 8 October at IFEMA MADRID, consolidating its position as one of the leading international meeting points for the fruit and vegetable sector.

More information at Fruit attraction