IFEMA MADRID and Fiera Milano Brasil Renew Fruit Attraction Sao Paulo Alliance Through 2033

At the 3rd edition of Fruit Attraction Sao Paulo (March 23-26, 2026, Sao Paulo Expo), co-organizers IFEMA MADRID and Fiera Milano Brasil announced the renewal of their co-organization agreement through 2033, extending the partnership by 7 more years. In just three editions, the fair has expanded its exhibition surface by more than 80 percent, reaching around 450 exhibiting brands. The 2025 edition attracted over 16,000 professional visitors from 60 countries. Brazil is the third largest fruit producer in the world after China and India, with annual production exceeding 58 million tons. Agriculture accounts for approximately 6 percent of GDP, and the full agribusiness chain exceeds 20 percent. Daniel Martinez, executive vice president of IFEMA MADRID, described the renewal as key to the international expansion strategy the organization has pursued in recent years. Andrea Sozzi, Group Strategy and Global Expansion Director of Fiera Milano, called the alliance a visionary initiative that positions Brazil, Spain, and Italy together in a global business-generation journey in the fruit and vegetable segment. Mauricio Macedo, CEO of Fiera Milano Brasil, stated the deal reaffirms the event as the most relevant global platform for Brazilian fruit production. The fair is sponsored by SEBRAE with institutional support from Sao Paulo Negocios and the Sao Paulo City Council.