Andalusia, Guest Region at Fruit Attraction 2024

The fair, which is taking place from 8 to 10 October at IFEMA MADRID, will be hosting professionals from the entire value chain of the fruit and vegetable sector, in which Andalusia stands out as a world leader. Through its participation, the Regional Ministry will promote Andalusian fruit and vegetable products, their production methods and their identification on the market.

The Ministry also aims to increase consumer awareness of the region's products and to increase the recognition of those with certified quality labels. In short, the aim is to promote the image of Andalusia's quality fruit and vegetables.

Gusto del Sur, Andalusia's food quality mark

Andalusia will also be promoting its certified quality mark Gusto del Sur at its stand at Fruit Attraction. This brand was promoted by the Regional Government a year ago and has since been managed by the Regional Ministry of Agriculture, Fisheries, Water and Rural Development.

Since its launch, more than 100 companies and associations have signed up to Gusto del Sur, meaning that up to 300 products from different sectors and sub-sectors now carry this European-recognised quality label. The pioneering companies and associations of Gusto del Sur belong to various sectors, especially the fruit and vegetable industry with companies producing blackberries, strawberries, raspberries, blueberries, custard apples, avocados, loquats, mangos, citrus fruits, tomatoes, asparagus and potatoes, as well as canned vegetables.

Fruit and vegetable companies represent the third sector within the Gusto del Sur brand, with 26 registered entities between companies and regulatory councils and eight in the process of being processed.

Gusto del Sur represents the entire Andalusian agri-food reality, and the Andalusian Regional Government is working with the sector to incorporate other quality assumptions so that the new brand is increasingly representative of the Andalusian agri-food sector.

To become part of Gusto del Sur, the Junta de Andalucía has developed an online platform where business owners can provide documentation and submit their membership application. The application period is open all year round and the period for a decision is a maximum of three months.

The fruit and vegetable sector, a key sector in Andalusia

The fruit and vegetable sector in Andalusia is one of the main driving forces of the regional economy. Specifically, agri-food exports from Andalusia have reached a new record since comparable data has been available (1995), totalling 7.770 billion euros in the first five months of 2024, thanks to a year-on-year growth of 14.7%, making the region the leader in international sales, with almost one out of every four euros exported by Spain (24.4%), and the main supplier of fruit and vegetables to the European Union.

According to the latest data published in July by Andalucía TRADE - Business Agency for Economic Transformation and Development of the Andalusian Regional Government, by sector, vegetables, after olive oil, are in second place in terms of sales, with 2.221 billion, 28.6% of the total. In third place is fruit, which recorded a record 1.834 billion (23.6%), thanks to a 7.9% year-on-year increase. This was followed by vegetable and fruit preparations (preserves and similar), also with a record 336 million (4.3 %) and a rise of 19.9%, the third best in the Top 10.

In terms of provinces, Almeria leads in sales, with 2.102 billion and 27.1% of the Andalusian total. Seville is second in terms of export turnover, with 1.868 billion euros and 24% of the total. In third place is Huelva, also in recordposition, with 1.286 billion and 16.6% of the total, which recorded an increase of 11.6%, driven by the historic sales of red fruits (1.025 billion and +11.7%).

Organised by IFEMA MADRID and FEPEX, this year Fruit Attraction is holding its 16th edition from 8 to 10 October, with an expected participation of 2,100 companies from 56 countries, with an offer of 70,000 m2 of fruit and vegetable and an attendance of more than 100,000 professionals from 145 countries.