From September 30 to October 2, 2025, one of the key global events in the agri-food sector — the international exhibition Fruit Attraction 2025 — took place in Madrid, Spain, at the IFEMA exhibition center.

The event gathered a record number of participants and once again confirmed its reputation as a leading platform for the development of the global fruit and vegetable market.

• More than 2,460 companies from 64 countries took part, with nearly 48% being international exhibitors.
• The total exhibition area reached 78,000 m², which is 10% more than in 2024.
• The event was attended by over 120,000 professionals from around 150 countries.
• 14 new countries joined the exhibition for the first time, including Ethiopia, Vietnam, and Jordan.
• A record 323 new companies participated this year.

 Ukrainian Companies at Fruit Attraction 2025: Results and Impressions

As part of the Ukrainian collective stand, organized by the Ukrainian Berries Association, a number of companies presented the potential of Ukraine’s agricultural sector.

Ukrainian exhibitors highly praised the outcomes of their participation in Fruit Attraction and emphasized the event’s importance in developing export opportunities and establishing new partnerships.

Ukrainian Blueberry Growers Association: a public organization uniting farmers and professional players in the blueberry market.

Yevhenii Rykun, head of Orniberry, a blueberry growing enterprise and a member of the Association, noted the significant interest from European traders in Ukrainian berries:

“We presented premium-quality fresh blueberries grown in central Ukraine (Cherkasy region). Our berries are known for their excellent quality — high firmness, uniform caliber, and rich flavor, fully meeting the requirements of European retailers and consumers.
Naturally, our products attracted considerable attention from visitors from Spain, the Netherlands, Poland, and Germany. We held dozens of business meetings with traders, distributors, and retailers, and have already received concrete partnership requests for the 2026 season.
We also met with existing clients. It was gratifying to hear their high satisfaction with the quality of our products, supply stability, and the professionalism of our team.
Overall, the exhibition was extremely productive, with a large number of professional visitors — a great opportunity for us to expand our partner network and strengthen our position in the European market as a top-quality Ukrainian blueberry producer.
We’d also like to acknowledge the excellent organization of the booth by the Ukrainian Berries Association: high-quality presentation, convenient location, and ongoing support from the association's team throughout the exhibition. Thank you for your professionalism and effective coordination!”

“Volynska Yahidka”, LLC — an enterprise from Volyn region growing over 380,000 blueberry bushes — noted that participation in the exhibition provided an opportunity to present their brand to a wide range of international buyers.

Union of Blueberry Producers and Exporters (UBPE) — a professional association focused on supporting exports, advancing technologies, and promoting Ukrainian blueberries abroad — actively participated in business meetings and negotiations. UBPE representatives emphasized their readiness for long-term cooperation with partners from the EU and the Middle East.

“Chystyi Produkt”, LLC — the only certified seed farm in Ukraine and the official holder of the Iren garlic variety — presented its unique product: high-quality planting material.

“Iren is rapidly gaining popularity not only in Ukraine but also in European countries. This confirms its competitiveness and potential for professional farmers and agricultural enterprises,” said Serhii Parashchenko, founder of the company.
“At the exhibition, we showcased not only garlic as a food product but also our garlic growing technology and planting materials in two forms.
We were very satisfied with our participation! We gained new contacts, exchanged experiences — there’s definitely much to discuss and work on moving forward.
The only downside was that we didn’t get a chance to visit other booths ourselves, as ours was busy the entire time.
In the future, we’d also like to participate in vegetable-themed booths — we have more to present, such as our ‘Slavuta’ pumpkin variety.”

Conclusions

“Our participants received high praise for their products and many cooperation requests. Many are already interested in participating in similar future events,” said Liubov Bilobrukh, Executive Director of the Ukrainian Berries Association.
“We are happy to help Ukrainian agricultural producers be visible to foreign importers and, overall, to support Ukraine's positive image on the international stage as a reliable supplier of high-quality products that meet global standards.”

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Ukrainian Companies at Fruit Attraction 2025: Results and Impressions - АЯУ, UBA

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