The country is represented by around a dozen companies coming directly from Rwanda, with the aim of showcasing their products and strengthening their presence in international markets. The International Trade Centre (ITC) is also present, highlighting its role and initiatives supporting business development and international trade.

From 6 to 8 October, Madrid becomes a major meeting point for professionals from across the global fruit and vegetable industry. Organised by IFEMA MADRID and FEPEX, Fruit Attraction 2026 brings together more than 2,400 companies and is expected to attract more than 121,000 professional visitors from 152 countries.

For Rwanda, participation in the trade fair provides an opportunity to showcase the potential of its agricultural sector and establish new connections with international buyers, importers, distributors and business partners.

Around a dozen Rwandan companies in Madrid

The Rwandan delegation is made up of around a dozen companies coming directly from Rwanda, taking part in the international event to showcase their products, establish business contacts and explore new export opportunities.

Their presence provides greater visibility for Rwandan agricultural products among international industry stakeholders gathered in Madrid.

Fruit Attraction also gives participating companies direct access to a broad professional network, including retailers, importers, wholesalers and distributors.

ITC supporting Rwandan businesses

The International Trade Centre (ITC) is also present in Madrid to highlight its role in promoting international trade and supporting businesses.

Through initiatives such as ITC SheTrades Rwanda, the organisation supports Rwandan women entrepreneurs in developing their businesses and accessing international markets. The programme particularly supports women-led businesses in the agricultural and horticultural sectors, helping them prepare for export and identify new commercial opportunities.

The ITC’s presence complements Rwanda’s participation at Fruit Attraction by highlighting the importance of business development, capacity building and access to international markets.

A trade fair focused on international markets

This year’s edition is held under the slogan “Donde la esencia del sector conecta con el mundo”, meaning “Where the essence of the industry connects with the world.”

The trade fair covers more than 78,000 square metres across ten halls at IFEMA MADRID. Visitors can discover products, new varieties and formats, technologies and innovations presented by participating companies.

The exhibition is organised around four specialised areas: Fresh Produce, Auxiliary Industry, Fresh Food Logistics and Innova&Tech.

This year, the potato is Fruit Attraction’s featured product.

Opportunities for Rwandan exporters

Rwanda’s participation comes as agricultural businesses seek to expand their markets beyond the region.

For the Rwandan companies attending the event, Fruit Attraction provides an opportunity to meet international buyers, showcase their products, identify new partners and gain a better understanding of the requirements of different export markets.

The International Buyers Programme, organised with the collaboration of Spain’s Ministry of Agriculture, Fisheries and Food, ICEX and FEPEX, is expected to bring 700 major buyers, retail purchasing managers, importers and wholesalers from more than 50 countries to Madrid.

China and the United Arab Emirates are also being highlighted this year under the Guest Importing Countries programme.

Rwanda seeks greater international visibility

Through the participation of around a dozen companies, Rwanda is seeking to strengthen the visibility of its agricultural sector on an international platform bringing together stakeholders from major global markets.

Beyond showcasing their products, the participation gives Rwandan companies an opportunity to develop business relationships and identify new opportunities in a sector where quality, traceability, innovation and sustainability are becoming increasingly important.

The presence of the ITC adds another dimension to Rwanda’s participation, with a focus on supporting businesses and helping them connect with international markets.

With more than 121,000 professional visitors expected, Fruit Attraction 2026 provides Rwanda with an important platform to showcase its agricultural products and strengthen connections with international markets.

[email protected]