The largest fruit fair in Latin America, Fruit Attractions, is set to take place in São Paulo, Brazil, with the support of the Secretariat of Agriculture and Supply of the State of São Paulo. The aim is to boost the fruit sector, a key component of São Paulo's agriculture.

Edson Fernandes, executive secretary of the Secretariat, and Guilherme Coelho, president of the Brazilian Association of Producers and Exporters of Fruit and Derivatives (Abrafrutas), met to discuss opportunities for research, innovation, and technology in the state's fruit industry.

São Paulo's diverse fruit production and its growing global recognition led Fruit Attraction to choose the city for its international expansion. São Paulo is Brazil's largest fruit producer, contributing 34.76% of the national output. In 2023, the fruit sector achieved a record in exports, generating over US$ 1.2 billion in revenue.

Edson Fernandes emphasized the importance of the event, stating, “It will be an extremely important space for us to showcase the qualities of the fruits and vegetables produced in São Paulo”.

Fruit Attractions São Paulo, organized by IFEMA MADRID and FIERA MILANO BRASIL, will take place from April 16 to 18, 2024, at the São Paulo Expo & Convention Center. The event aims to unite the country's entire fruit and vegetable community.