Malaysia's Fruit Attraction 2025 Opportunity Boosts Its Global Reach

10 July 2025

MADRID: Fruit Attraction, organised by IFEMA MADRID and FEPEX, will take place from 30 September to 2 October. Malaysia and Mexico are the main markets featured in the Guest Importing Countries initiative, which will be integrated into the impressive Buyers Programme.

Celebrating its 17th edition, the event is demonstrating strong momentum, with growth expected across all parameters. With over two months remaining, Fruit Attraction has already confirmed the participation of 2,179 companies from 61 countries and an exhibition space of 73,655 square metres, a 5% increase on last year.

Projections for 2025 suggest the event will host over 2,500 companies, showcase 75,000 square metres of fresh produce, and attract more than 120,000 trade professionals from 150 countries.

This year’s edition introduces new features, including the reorganisation of its ten halls by distribution and sector. The tomato has been selected as the featured product, being the most widely consumed vegetable worldwide. Activities will focus on its role in our diet, its social and economic significance, and the geopolitical implications of its global trade.

Malaysia and Mexico will lead the Guest Importing Countries initiative, complemented by the remarkable Buyers Programme, which, in collaboration with MAPA and ICEX, will bring over 700 international buyers. Additionally, ICEX will organise the World Fresh Forum,  a series of webinars on 15, 16, and 17 September, featuring experts and trade professionals discussing Mexico, Malaysia, and China.

Fruit Attraction 2025 will also introduce the Best Stand Awards, recognising outstanding exhibition spaces for their creativity, design, and sustainability across four categories: Most Original, Best Design, Most Sustainable, and Audience Favourite.

Furthermore, the event promotes the Organic Hub Tour, a dedicated, clearly signposted route highlighting certified organic products to increase their visibility.

Fruit Attraction will continue to serve as a hub for industry knowledge, with a comprehensive programme of technical forums covering diverse topics and featuring high-level speakers and experts.

The event will be held at IFEMA MADRID Exhibition Centre from Tuesday 30 September to Thursday 2 October, opening from 9.30am to 7pm, and until 4pm on the final day.