Fruit Attraction São Paulo expects up to 1.5 billion reais in business volume

The third edition of Fruit Attraction São Paulo will take place from March 24 to 26 at the São Paulo Expo Convention Center, consolidating its position as one of the leading events for the fruit and vegetable sector in Latin America. The fair will bring together exhibitors, buyers and industry professionals from different countries.

The event is focused on business generation, knowledge exchange and the international promotion of Brazilian fruit and vegetable production. Organisers expect the participation of 500 exhibiting companies and more than 18,000 visitors.

Event growth and business expectations

Since its first edition, Fruit Attraction São Paulo has shown steady growth. The inaugural edition gathered 300 exhibitors and 12,000 visitors, while the second edition reached 400 brands and over 16,000 attendees, hosting around 1,500 business meetings and generating close to 1 billion reais in business volume.

For the 2026 edition, further growth is expected in both participation and commercial activity. According to organisers, total business volume could range between 1.2 and 1.5 billion reais.

Exports and international context

The event takes place in a context shaped by the Mercosur–European Union agreement, which opens new opportunities for Brazilian exports. This reinforces the role of the fair as a platform for international promotion.

Brazil is one of the world’s leading fruit producers, although its export share remains relatively limited, indicating potential for growth in international markets. In this context, the event aims to facilitate connections between producers and buyers and support the development of new business opportunities.

Visitor profile and programme

The professional profile of visitors underlines the business-oriented nature of the event. In previous editions, most attendees were directly involved in purchasing decisions, including producers, distributors, exporters, logistics operators and technology providers.

The programme will include activities such as the Fruit Forum, focused on technical content and industry trends, business meetings between exhibitors and buyers, and the Cooking Show, aimed at promoting fruit and vegetable consumption from a gastronomic perspective.

The event will also feature participation from industry institutions and associations, with free access for visitors upon registration.

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