Interview with Raúl Calleja, Director of Fruit Attraction (2009-2021)

On the occasion of the 15th anniversary of Fruit Attraction, we interviewed Raúl Calleja. In this interview,  he talks about the beginnings of Fruit Attraction; "I remember many kilometres on the road, we travelled practically the whole of Spain in a very difficult year".

He also tells us how, in the first edition, Fruit Attraction had 370 exhibitor companies and practically 90% were FEPEX members; "...a very modest model, very austere, the companies had 16m2 and what we were looking for was the maximum return on investment for the companies as a whole".

Raúl Calleja highlights what the digital transformation has meant for Fruit Attraction; "It has been a fundamental axis in terms of content, both in terms of the exhibition offer and the technical seminars within Fruit Attraction". "it has enabled us to provide instruments and tools that facilitate networking; that commercial meeting point of supply and demand".

Furthermore, in this interview, he talks about the importance of Fruit Attraction as a showcase for new products on a global level; "Exhibitors come from many countries not only to see Spanish distribution but also to see the distribution and sales channels of many other countries".

He also shares with us the unforgettable memory of the Covid 19 pandemic; "The fruit and vegetable channel turned out in force donating products to the people...". "This is where the fruit and vegetable industry's vocation for service becomes clear".

To finish, Raúl Calleja emphasises, when asked what Fruit Attraction means for the primary sector; "I think we should all be very proud to be able to have a great global platform in Spain at the service of the fruit and vegetable sector because the Spanish fruit and vegetable industry is a leader in the sector".