The tenth edition of FRUIT ATTRACTION will host, for the second year in a row, the World Fresh Forum, which will present the business opportunities and commercial challenges that exist in the countries invited to this edition: Saudi Arabia and Canada.

Organised by the Secretary of State for Trade, ICEX Spain Export and Investment, IFEMA and FEPEX, the World Fresh Forum will take place on 24 and 25 October, with the second and third day of the fair in the IFEMA Press Room (1st floor of the office building).

The World Fresh Forum will be inaugurated by the Secretary of State for Commerce, Xiana Méndez, on Wednesday, 24 October, along with authorities from Saudi Arabia, Canada, IFEMA and FEPEX. Under the title "The Arabian Peninsula and Canada, keys and opportunities for expanding markets", the potential of these markets, public support instruments and the challenges of exporters in these markets will be analysed.

The joint institutional inauguration for the two countries will be followed by the business and institutional meeting on the Arabian Peninsula , which will consist of two round tables. The first, "Keys and opportunities to address this market", will be moderated by the Deputy Director of Food, Wine and Gastronomy of ICEX and will be participated in by heads of leading marketing companies in Saudi Arabia, the United Arab Emirates and Jordan. The second round table will address phytosanitary and tariff barriers, as well as public support instruments for the markets of the Region, ending with a breakfast networking with speakers and companies.

The business/institutional meeting with Canada will take place on Thursday, 25 October, from 9.30 am to 11 am . After the opening, two round tables will also be held, addressing the same theme as the session on the Arabian Peninsula.

For the Director of Food, Wine and Gastronomy of ICEX, María Naranjo Crespo, the World Fresh Forum is, within the context of FRUIT ATTRACTION, of special relevance because it aims to draw attention to high potential markets for the fruit and vegetable and cut flower sector . Canada and Saudi Arabia are the countries invited to this edition precisely because of the high growth in demand for our products and the excellent prospects that are opening up for the sector with the free trade agreement that has been signed with Canada. The two round tables that have been organised are going to deal with both the practical and specific aspects of marketing channels and market organisation in each case, as well as the technical and regulatory aspects that companies in the sector have to consider when it comes to exporting there.

Canada and Saudi Arabia have been characterised by positive trends in Spanish fruit and vegetable exports in recent years . After Brazil, Canada and Saudi Arabia are the main non-European destinations for the Spanish export of fresh fruit and vegetables, according to 2017 data from the Directorate-General of Customs. Spanish exports to Canada in 2017 amounted to 58,438 tons, 34% more than in 2016, to a value of 68.6 million euros (+ 20%). The importation levels in 2017 grew by 17% in volume and by 14% in value compared with 2016, amounting to 53,788 tons and 55.2 billion euros.

Organised by IFEMA and FEPEX, the 10th edition of Fruit Attraction will take place in Halls 3, 5, 6, 7, 8, 9 and 10 at Feria de Madrid, from Tuesday 23 to Thursday 25 October from 9:30 to 19:00.

The WORLD FRESH FORUM: a business and institutional networking space to take advantage of opportunities in the Arabian Peninsula and Canada