Intro
Just a week after Seed Meets Technology in the Netherlands, we travelled to Madrid for Fruit Attraction 2025 (30 Sept-2 Oct) at the IFEMA Madrid exhibition centre. While these two events differ dramatically in scale, they had two powerful things in common for me: a sharp focus on innovation, and the chance to have high-quality conversations—often with people We had previously only engaged with online.
What stood out
- The scale: this event drew over 120,000 trade visitors and many thousands of exhibitors from across the fresh produce value chain.
- The breadth: from seed/propagation, through cultivation, logistics, packaging, to retail and marketing—Fruit Attraction spans the full chain.
- Innovation zones such as “Innova & Tech” where new solutions in agri-tech, packaging, logistics play out.
- For SeedSoft: observing how fresh produce companies are operating, what the pull-through is from seed/variety to retail, and where digital & data solutions can add value.
Why it was worth attending
- It provided a broader market context—seeing how the seed/variety side connects to fresh produce, retail and global supply chains.
- The networking opportunities were vast—meeting new contacts, engaging with different segments, and reconnecting with people I’ve only known digitally.
- It offered visibility into global trends—export markets, sustainability, innovation, supply-chain efficiency—all of which influence our sector too.
Key take-aways and outlook
- Bigger events like this are vital for broadening perspective. While smaller events give depth, large events show scale and ecosystem trends.
- For SeedSoft, bridging between the seed/variety side and fresh-produce/retail side offers strategic opportunities.
- Key themes flagged: sustainability, innovation, data/logistics, and global expansion—which align with the direction of many of our clients and prospects.
- Going forward: we should think not just about “seed to farm” but “seed to shelf” and how digital solutions can support the entire chain.
Conclusion
Fruit Attraction 2025 was a powerful reminder that the agriculture & fresh-produce ecosystem is wide, interconnected and rapidly evolving. For anyone active in seed, production, supply-chain, or retail—this event offers value. For SeedSoft, it reinforced the importance of staying present, listening broadly, and aligning our offering with the full value chain—not just the seed segment.
