The Trade Show Of The Fruit And Vegetables Industry

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The first edition of FRUIT ATTRACTION, a trade fair organised by IFEMA and FEPEX specially for the fruit and vegetable industry, as well as an event that provides a grand forum for producers, suppliers and customers, is due to take place between 4th and 6th November at Feria de Madrid. FRUIT ATTRACTION will also provide the setting for the staging of an interesting Specialised Conference and Activities Programme, aimed at all those who attend the fair itself. The Coinciding Activities will have a two-fold dimension: on the one hand, a series of specialised conferences will take place throughout the three-day duration of the fair, linked to a number of themes directly related to production and marketing within the fruit and vegetable industry; on the other, a series of conferences will be staged in order to boost the demand for fruit and vegetables.

Within the framework of the Specialised Conferences, the INNOVATION CONFERENCE PROGRAMME will be presented throughout the fair´s three-day duration, focusing on the themes of cogeneration, phytosanitary policy and European distribution. A number of national and international experts and opinion-leaders from the industry and the world of business will, thus, tackle these three important and highly topical themes, all of which are of maximum interest to fruit and vegetable professionals.

The titles of the conferences are as follows: ´Phytosantiary Policy As a Competitive Factor within the Fruit and Vegetable Industry´; ´The Response of European Distribution to the Crisis: Repercussions within the Fruit and Vegetable Industry´; and ´Cogeneration As a Competitive Factor at Fruit and Vegetable Exploitations´.

Furthermore, under the heading of FRUIT FUSION, the fair will present a comprehensive programme of activities in Hall 3 throughout the course of FRUIT ATTRACTION, based on the objective of boosting the demand for fruit and vegetables in a pleasant and interactive manner, as well as raising the awareness of the benefits of these products among different sections of the population and encouraging healthy eating habits at different stages of the demand channel.

This part of the fair will encompass the following activities:

1. - Fruit and Vegetables in Schools

2. - Fruit and Vegetables in the Kitchen: Featuring the participation of a number of prestigious professionals and guest chefs, this activity will explore an entire universe of creative options capable of illustrating the virtues and possibilities of fruit and vegetables by means of a series of culinary techniques. Among the professionals who will be taking part at this forum, we might mention the following: Judit Comes, from the restaurant, Thai Gardens; Rodrigo de la Calle, winner of the Revelation Chef Award at Madridfusión ´09, and Pedro Rodríguez, Best Kitchen Chef 2007 of the Canary Islands, among others. In short, various activities will shine a spotlight on fruit and vegetables within an haute cuisine context.

3. - Fruit and Vegetables at the Point of Sale
Permanent Exhibition: ´The Ideal Window Display´.
Colloquium: ´Experiences That Boost Demand at the Point of Sale´.
Fruit Sculpture Workshop.

4. - Fruit and Vegetables in the Hotel, Restaurant and Catering Channel
Green Tapas
Fruit and Vegetable Cocktails

5. - Fruit and Vegetables and Catering for Large Group Concerns
Colloquium: ´The Importance of Fruit and Vegetables in Catering for Group Concerns´
Colloquium: ´Range IV and V Products in the Hotel, Restaurant and Catering Channel: Future Challenges´.

This initiative is organised by the Spanish Ministry for the Environment, Rural Affairs and Fisheries, FEPEX and Madridfusión, the leading point of reference with regard to the staging of events of global impact based on cutting-edge cuisine. The programme will take place within the framework of FRUI T ATTRACTION.

Excellent Participation Prospects
In addition to its coinciding activities, the first edition of FRUIT ATTRACTION presents some excellent participation prospects. With still more than three months to go before the staging of the fair itself (between 4th and 6th November at Feria de Madrid), more than 260 companies from all of Spain´s producing regions have confirmed their attendance.

This fair, which is organised by IFEMA and FEPEX, will take place in Halls 3 and 5 at Feria de Madrid and will occupy an exhibition area measuring some 27,000 square metres, encompassing three wide-ranging sections: Products (fresh fruit, fresh vegetables, Range IV and V products, biological products, pulses, dried fruits and nuts, spices and herbs, and high-quality products of certified origin - D.O.); Production Suppliers; and Distributors and Services.

FRUIT ATTRACTION will present a new and innovative format compared to other fairs for the industry, based on a mixed fair model, one that combines the diverse commercial and promotional opportunities provided by participation at a trade event of this kind with all the potential offered by online tools.

In this respect, the fair has set up a new and attractive on-line portal which offers ongoing and updated information regarding the fair and the new features presented by exhibitors, not to mention industry news, interviews, etc. In short, the portal strengthens the communication approach on which the fair is based, whilst also providing an additional communication channel for its participants.

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