Arabfields, Farah Benali, Economic Correspondent, China — China will take a prominent role at this year’s Fruit Attraction trade fair in Madrid, as organisers seek to strengthen international trade links and open new markets for fresh fruit and vegetables.

The 18th edition of the event, organised by IFEMA Madrid and FEPEX, will run from October 6 to 8, bringing together more than 2,500 exhibiting companies and an expected 121,000 trade professionals from over 150 countries.

The exhibition will cover 162,000 square metres, reflecting the growing importance of international trade fairs for producers, exporters, retailers and logistics companies seeking new commercial opportunities.

China has been designated a guest importing country, a move aimed at encouraging direct contact between international suppliers and buyers in a major agricultural market.

For growers and exporters, the event offers an opportunity to meet potential customers, negotiate supply agreements and explore markets where access conditions, consumer preferences and transport costs can determine whether a shipment is commercially viable.

China’s participation comes as Spanish and European fruit and vegetable exporters continue to face significant barriers to expanding their presence in the Asian market.

According to FEPEX, Spain exported just 1,784 tonnes of fruit and vegetables to China in 2025, representing 0.01% of its total exports in the sector. Exports from the European Union’s 27 member states amounted to 10,084 tonnes.

The figures underline the limited scale of existing trade, despite China’s position as a major global market for agricultural products.

Market access remains a central challenge. Exporting European produce to China often requires specific agreements and phytosanitary protocols, negotiations that can take four to five years to complete.

Currently, Spanish exporters can ship citrus fruits, peaches, plums, grapes, persimmons, almonds and cherries to China. Protocols have also been approved for dried figs and pistachios, although the procedures required to begin exports have not been completed.

The participation of Chinese buyers at Fruit Attraction is expected to provide Spanish companies with opportunities to establish commercial relationships and explore demand for products already authorised for export.

For smaller producers, such contacts can be particularly important, as entering a distant market often requires substantial investment in certification, packaging, transport and distribution.

China’s role at the exhibition is also expected to strengthen discussions on market access and commercial cooperation, although new agreements and additional export volumes will depend on regulatory negotiations and demand.

Fruit Attraction 2026 will also focus on innovation, sustainability and technology across the fresh produce supply chain. Specialised congresses, industry forums and the Innovation Hub Awards will bring together companies and experts to examine developments affecting production, distribution and international trade.

The exhibition’s International Buyers Program, organised with Spain’s Ministry of Agriculture, Fisheries and Food, ICEX Spain Trade and Investment, and FEPEX, will facilitate the participation of 700 major buyers, importers and distributors from more than 50 countries.

The programme is expected to generate thousands of business meetings, providing opportunities for exporters to establish new contacts and negotiate potential partnerships.

With more than 2,500 exhibitors and visitors expected from over 150 countries, Fruit Attraction is set to reinforce Madrid’s position as a meeting point for the international fresh produce industry.

The scale of the event, combined with its focus on China, points to continued efforts by Spanish exporters to diversify their markets and reduce dependence on established European destinations.

In the coming months, the impact of the fair will depend on whether business meetings lead to new supply contracts, improved market access and stronger trade flows.

For growers, exporters and buyers, the immediate priority will be turning international interest into reliable commercial relationships in a market increasingly shaped by logistics costs, regulatory requirements and changing consumer demand.