The business and institutional networking space to take advantage of opportunities in China.

The World Fresh Forum will once again be held within the framework of Fruit Attraction, where the business opportunities and commercial challenges that exist in the guest countries at this edition, China and Saudi Arabia, as well as Brazil, will be presented. Organised by ICEX España Exportación e Inversiones, IFEMA MADRID and FEPEX, the Forum will start on 13 September, over Zoom, and will be dedicated to China.

China stands out as the third destination for exports of agri-food and fishery products outside the EU, with €1.9 billion in 2023. The size of the market and the evolution of per capita income prices indicate that there will be opportunities for products considered "premium" in the Spanish agri-food sector. 

China is a major importer of fruit and a positive trend is expected to continue. In fact, the boom has been remarkable, with a 15.6% growth in the period 2015-2022, ending this period with imports totalling USD 16.6 billion. 

However, after the disruptions caused by COVID, Spain has not managed to reposition itself in this dynamic and changing fruit market. Spain has a number of geographical obstacles, such as the fact that it is also a country in the northern hemisphere with long transit times, which make it advisable to choose the right marketing strategy and realistically assess market opportunities. 

In turn, the export possibilities for the Spanish fruit and vegetable sector in China are marked by the negotiation of bilateral protocols for the export of these products to the Chinese market. Fortunately, Spain is one of the European countries with the most fruit protocols, which allows for the export of products with the greatest potential, such as oranges, mandarins and lemons, as well as table grapes and almonds. Fruit such as plums, peaches and kakis can also be exported, although they compete on price with local produce.  

It is therefore essential to have a thorough understanding of how the sector works and the specific demands of fruit and vegetable importers. This framework will be analysed by government officials from both MAPA and MINECO, the Spanish Economic and Commercial Office in Beijing and importers and distributors from China who will be participating in the session. 

When: 13 Sept 2024, 9 am Madrid 

Join the China Session

PROGRAMME. Opportunities for the Spanish fruit and vegetable sector in China

9 am Opening: 

Luis Martín, technical director at FEPEX

María José Sánchez, Managing Director of Fruit Attraction

María Naranjo Agrifood Industry Director at ICEX

9.05 am Regulatory conditions for market access in China: MAPA and MINECO

Marta Alzas, Deputy Director-General for Inspection, Certification and Technical Assistance MINECO

Paula de la Cruz, Head of Commercial Quality and Standardisation Area MINECO

María Arana Macua, Head of the Export Area at the Subdirectorate General for Health Agreements and Directorate General Of Agriculture Production Health and Border Control MAPA

9.30 am Opportunities for the fruit and vegetable sector in the Chinese market:

Ernesto Negredo, Spain's Economic and Commercial Counsellor in Beijing: market opportunities and challenges

Ms Wen Xuejun, purchasing manager of Dalian Yidu [guest fruit importer at Fruit Attraction]: Chinese customer demands for citrus fruits and opportunities to resume pre-pandemic imports.

Ms Zhu Ting, director of the international department at CAWA [association of more than 300 wholesale markets in China, with a specialised fruit division] - fruits of major interest for wholesale markets in China

9:55 am Discussion with the participants