Fresh from Madrid: Fruit Attraction 2026

For many people, Madrid is a holiday destination. But for those of us in the fresh produce industry, it’s home to Fruit Attraction: an annual global event that brings operators, retailers and professionals together to discuss and shape the industry for 2027. This is why the team packed their suitcases and jetted off to the Spanish capital this month to take part in this year’s Fruit Attraction.

Fruit Attraction is a key date in our diary because it helps us find new ways to add value for our customers. It gives us the chance to meet potential new partners, strengthen our fresh fruit and vegetable supply and showcase our expertise across a range of product categories. It’s also a valuable opportunity to network and reconnect with colleagues at Frutas Alhambra and Quality Produce International.

Three days, 2,200 exhibitors and 350 meetings

The team covered more than 600,000 steps across 10 halls and held over 350 meetings with key contacts. The effort paid off, leaving them with a clearer understanding of the challenges facing the fresh produce industry in 2027 and beyond.

With producers, distributors, logistics providers and technology innovators attending from more than 150 countries, there was plenty to explore. The team also joined sessions on market trends, sustainability and technological innovation.

The key issues

One of the subjects that kept cropping up during the event was the weather, with growers and customers alike talking about the developing Super El Niño pattern that is expected to hit during this winter. This was a hot-button topic because the growers we met understand the risks their crops may face, but what none of us know is the scale of the impact and how the supply chain will be impacted. The Super El Niño will dictate if we face produce shortages and price hikes in 2027 and 2028.

The uncertainty over the changing weather means experience and relationships are more important than ever, as our long-standing growing partners have already worked through difficult seasons and have learned from them. While this doesn't remove the risk, it gives us the knowledge we need to be able to plan better.

The message from Madrid this year was clear: the industry needs to move beyond "wait and see" and start talking early about potential disruption, contingencies and how best to protect supplies.

Looking to 2027

Fruit Attraction is more than just an event for us. It offers a window into how the industry will be shaped in 2027 and beyond. The knowledge we’ve gained in Madrid will shape how we react and respond to an ever-changing yet competitive landscape over the next 12 months and will impact how we continue to deal with issues such as climate change and Fairtrade.

There were also conversations about finding more value across the supply chain as the cost-of-living crisis and wars put pressure on volumes, margins, growers, suppliers and customers. With our colleagues at Frutas Alhambra and QPI, we're looking for ways to work together on solutions that benefit everyone.

Packaging was another hotly debated topic as the industry moves towards becoming more environmentally friendly; a circular packaging loop will be vital. Packaging needs to be better for the planet while still working in the real world and benefiting customers.

Madrid may be becoming a distant memory, but the plans we've made and the conversations we've had will give us plenty to follow up and work on as we look to 2027.