One month until Fruit Attraction – what we're looking forward to 

We’re proud to have farms all over the world and a network of growers in over 40 countries. Each year, we have the chance to come together at the annual Fruit Attraction – a key event in the fresh produce calendar.  

From 6th to 8th October, our team will be in Madrid where we look forward to an impressive line-up of insightful talks and demonstrations from across the fresh produce industry.  

Passionate about freshness from field to plate, we relish in the opportunity to shape the future of the industry for the next twelve months and beyond. Here’s what we’re looking forward to… 

What sessions will we be tuning into?  

It’s important we stay up-to-date with the latest insights from the fresh produce industry, and with the range of brilliant sessions on the agenda, there are some stand-out ones we will be attending. 

6th October: ‘Strengthening Responsible Supply Chains’  

We’ve grown to become one of the largest independent fresh produce businesses in the UK, sourcing from six different continents. We select like-minded growers and producers who share our values, and many have been supplying us for over 25 years. Through this case study presentation, participants can discuss current sector trends, examples of positive approaches, and practical recommendations.  

7th October: ‘From Maturity to Market: Optimising Harvest Decisions’  

We hear all the time how technology is evolving, but sometimes the rise of AI and masses of data can feel quite far from mangoes and green beans.  

At MWW, technologies and processes are central to our business, and we continually invest in them to ensure our operations are as efficient as possible. This presentation is an exciting opportunity to see how data-driven decisions can maximise value in a tangible way.  

8th October: ‘Driving Water Stewardship and Regenerative Agriculture in Fruits’ 

Sustainability is at the heart of our business. Recent weather patterns have bought water scarcity to the front of the sector’s mind, ours included. While we have our own water storage programme (you can read about it here), Fruit Attraction is a fantastic opportunity to have meaningful discussions with others in the industry about their approaches to climate change and the challenges that accompany it.

Why Fruit Attraction matters to us 

Being a globally connected company, we’re lucky to see industry innovation across all climates, countries and functions in the supply chain. At Fruit Attraction, we meet face-to-face with those in the industry, and ensure our finger is firmly on the pulse of trends in fresh produce.  

We’re also passionate about further developing our sustainability practices and building relationships and strategies that keep our customer’s plates full of colour, even in challenging times.  

Planning to attend? Let’s talk. 

If you’re heading to Fruit Attraction 2026, we’d love to meet you. Whether you’re a grower looking to export, a retailer looking to expand your range, or a logistics partner ready to innovate, we’re keen to hear from you.  

Please send us a message on LinkedIn or email us at WebEnquiries@mww.co.uk to book a meeting.