Haifa Iberia’s participation at Fruit Attraction 2024, held in Madrid from October 8-10, reaffirmed our position as a key player in the agri-food industry. With a dedicated booth in the Andalusia pavilion and an international team of experts, Haifa showcased its latest innovations in plant nutrition and digital agriculture, attracting interest from professionals across the sector. The event provided an ideal platform to strengthen existing relationships, explore new opportunities, and present cutting-edge solutions like the HaifaStim™ product line and the Croptune™ App.
During the second week of October, we attended the 16th edition of Fruit Attraction, with Andalusia featured as the Guest Region. Once again, we secured our location in Hall 9, continuing the tradition we've upheld since 2021, proudly representing in the Andalusia pavilion.
This year’s edition marked a milestone for the fair, achieving its highest-ever visitor and exhibitor numbers. With 2,201 exhibitors from 59 countries and 70,254 square meters of fruit and vegetable displays, the event spanned 10 pavilions—an impressive 10% growth over the 2023 edition. Madrid became the epicenter of the global fruit and vegetable sector, solidifying Fruit Attraction’s role as a critical hub for the industry.
For Haifa Iberia, Fruit Attraction is the key annual event to connect with partners and customers, as well as to introduce our latest innovations to professionals in the agri-food sector. As always, we enjoyed meaningful conversations and shared memorable moments over the finest Spanish gastronomy with our valued clients and partners.
This year, an international Haifa team joined us, including Maarten Roelofs (Haifa's European VP) and colleagues from Haifa Italy focusing on the HaifaStim™ line. Their presence at our booth provided professional expertise and opened doors to new potential collaborations.
Among the key highlights were the expansion of the HaifaStim range, featuring products like Rally, Calmaster, and Promo, and the increasing attention it continues to gain. We also showcased exciting updates for the Croptune™ App, our innovative tool for real-time nitrogen measurement in plants. Mark Fishman, CEO of AgrIOT (the developers behind the app), was on hand to explain the latest features and share details of our special promotion—a free one-year license for farmers interested in testing the app.
We extend our gratitude to all who attended and contributed to making this event a success once again: our partners, customers, and visitors. Thank you for sharing this remarkable experience with us!
Report by Amparo Pinar
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