How are the preparations for Fruit Attraction going? Will the 2014 edition be bigger than last year’s event?
Raul Calleja: This will be the sixth edition of Fruit Attraction and it’s set to be the best yet. There will be almost 800 exhibitors covering a space of 26,000m2 – an increase of 26 per cent on last year. One of the most important aspects of Fruit Attraction is when it takes place as it means buyers from all around the world can get together at the start of the season.
Will there be more international participants this year?
RC: Fruit Attraction attracts professional visitors from all over the world who come to meet first hand the companies that supply their fruits and vegetables. This year we are expecting 40,000 visitors from a total of 85 countries.
There has been a rapid increase in the number of European exhibitors, including companies from France, Italy, Portugal, Poland and Belgium, to name a few. There are also exhibitors from Brazil, Chile, Peru and Argentina. Slowly but surely the focus of the event is becoming more international, reflecting the current trend within the industry.
Are there any ways in which you have modified the fair to reflect feedback you’ve received from previous participants?
RC: We aim to attract the highest possible calibre of visitors, including as many top level retail buyers, distributors and marketers and therefore consider it of vital importance to come up with new ways of enriching their experience at the show. Some of these include Pasarela Innova, a place where exhibiting companies can showcase the latest varieties of fruit and vegetables and other innovations, and events dedicated to specific products such as the Fresh and Life workshop on berries and the III international seedless grape congress, Grape Attraction. Fruit Attraction provides a stimulating environment in which the industry can get together during this crucial month of the marketing season.
Why do you think the fair has grown so rapidly?
RC: There are several ingredients that have helped make Fruit Attraction a commercial success for visitors and exhibitors alike. The event is organised by the fruit and vegetable trade for the fruit and vegetable trade and is held in a country that plays a key role in the international produce industry. But above all, the fair’s success is down to the commitment and hard work from the companies that take part year after year and to whom I would like to express my gratitude.
Are you expecting fewer Russian visitors in the wake of Moscow’s ban on EU agricultural imports?
RC: I believe Fruit Attraction will provide an excellent platform for companies to discuss new ways to continue supplying a market as important as Russia, as well as for those seeking to diversify their export markets in general. Up to now we haven’t had any cancellations from Russian buyers. They are welcome to attend and continue operating in a global market.
This season is proving to be challenging for Spanish growers and exporters. Do you think this will be reflected in the atmosphere at the show?
RC: The fruit and vegetable industry has always been tough and this has helped to forge the characters of those who work within it. They have developed a special ability to find a way through even the most difficult times. Fruit Attraction is a place where they can come to do business and to identify new commercial opportunities. He who seeks shall find, and he who finds, celebrates!
