Fruit Attraction Trade Fair Opened in Madrid
The 18th edition of the global produce event has convened nearly 2,500 exhibitors from across 78 countries.
Updated on Oct. 7, 2026 in Organic Food
Live Poll
Do you believe agricultural firms are doing enough to adopt water-saving technologies in drought-prone areas?
The 18th annual Fruit Attraction trade fair opened in Madrid on October 6, 2026, drawing thousands of international industry professionals. The event serves as a platform for global agricultural companies to showcase their latest production and logistics operations.
Why it matters
The fair highlights the evolving strategies of large-scale agricultural firms as they adapt to environmental pressures like water scarcity. By showcasing technologies such as desalination, exhibitors demonstrate how they maintain international food supply chains.
Azura generates 550 million euros in annual turnover while marketing 190,000 tonnes of cherry tomatoes. The company operates 54 farms across 1,271 hectares and employs more than 20,000 staff members.
The players
Azura
This is a large-scale Moroccan agricultural company known for its extensive cherry tomato production and logistics network.
Fruit Attraction
This is an international trade fair held annually in Madrid that brings together the global fruit and vegetable industry.
The details
The Moroccan agricultural group Azura displayed its significant infrastructure, including farms in Agadir that utilize desalinated seawater to mitigate drought impacts. The company coordinates these efforts through a logistics platform in Perpignan to supply European markets.
Timeline
Azura was founded in 1988.
Operations expanded into Dakhla in 2006.
The Fruit Attraction trade fair opened on October 6, 2026.
The event is scheduled to conclude on October 8, 2026.
Culture Shift
The agricultural sector is increasingly shifting toward technology-reliant solutions to counter the effects of long-term climate-induced drought. This transition signals a move away from traditional reliance on local water tables toward high-cost infrastructure like desalination plants.
These large-scale operations determine the availability and pricing of produce found in European supermarkets throughout the year. Readers can expect consistent supply chains for items like cherry tomatoes even as producers adjust their internal costs to fund new desalination infrastructure.
The takeaway
Large-scale agricultural producers are increasingly integrating desalination technology to stabilize global food supplies against persistent drought. Consumers can anticipate that these infrastructure investments will become a standard component of international food production costs.
Further reading
For more on industry developments, see our coverage of Organic Food.
Source note: This article includes information reported by Yabiladi.
Live Poll
Do you believe agricultural firms are doing enough to adopt water-saving technologies in drought-prone areas?
