Fruit Attraction São Paulo 2025 to innovate and challenge geopolitics

The challenges and opportunities for the expansion of Brazilian fruit sector in the international scene will be debated at Fruit Forum, the content congress of Fruit Attraction São Paulo, which takes place from 25 to 27 March in São Paulo.

In addition to the exhibition of products, technology and services, Fruit Attraction São Paulo will also host the Fruit Forum, a space for debates and presentations that will bring together researchers, businesspeople and experts to discuss issues related to innovation and potential markets in the horticultural segment. This year's event will feature the coordinator of Insper Agro Global, Marcos Jank, one of Brazil's leading agribusiness experts. ‘The Trump administration's measures address a framework for international trade - including agricultural trade - that is more anchored in geopolitical decisions than negotiations based on market fundamentals,’ emphasises Jank.

Potential to triple production

The vice-president of the Brazilian Association of Producers and Exporters of Fruit and Fruit Products (Abrafrutas), Waldyr Promicia, adds: ‘Brazilian fruit sector has supply, diversity, health, quality and sustainability, and we could export much more, since we have the potential to double or triple our production, satisfactorily ensuring domestic supply and generating exportable surpluses. But there is the challenge of opening up new markets and trade protectionism.’

Brazilian fruit with good practices

Promicia sees the Mercosur-EU agreement in a positive light for Brazilian fruit exports. ‘Our fruit sector fulfils all the requirements of good practices with the European standards, we are well positioned from the point of view of socio-environmental commitments, with the adoption of reputable certifications.’ According to him, Brazilian fruit still faces tariffs of between 4% and 14% to enter the European market. ‘With the new treaty, these tariffs will be partially or totally eliminated.’

400 exhibitors

According to Mauricio Duval Macedo, CEO of Fiera Milano Brasil, one of the co-organisers of the event alongside the Madrid Trade Fair Institution (Ifema), Fruit Attraction São Paulo is moving forward to consolidate its position as the main event for the fruit and vegetable segment in the southern hemisphere. ‘We will have the participation of 400 national and international exhibiting brands from more than 18 countries; an expected visitor audience of between 15,000 and 20,000 people; business roundtables, promoted with the support of Apex and Sebrae; a total exhibition area jumping from one to two pavilions and an estimate of R$1 billion in sales,’ he said.