France’s Interfel brings Parisian spirit to Fruit Attraction

More than 50 French companies will make up the French delegation presented by interprofessional organisation at Fruit Attraction in Madrid, with interactive French games, chefs and live performers in store for visitors.

“For us, trade shows are key moments,” said Daniel Soares, international director of Interfel. “They allow us to show the diversity and quality of our offer: varieties, seasonality and sustainable production methods. In addition, they are essential to create institutional and commercial links in priority or emerging markets.”

Following the successful Jamais Trop  promotional campaign, aimed at the millennial generation in France, Interfel continues to develop ways to strengthen the connection between its offer and healthy habits, always with a fresh and casual approach.

“We recognise that our young people are still under-consumers of fresh fruits and vegetables,” says Soares. “That is why we continue to explore innovative lines of communication, closer and adapted to them.”

While Europe remains stable as the top destination for French fruit and vegetables, with a volume of more than 2m tonnes in 2024/25, worth close to €3.1bn, Asia is gaining prominence. With increases of 34.9 per cent in volume and 21.9 per cent in value, led by the markets of Vietnam, Thailand and Japan, Asia is the real driver of growth for French fruit and vegetable exports.

“The good reception that our fruit is having, especially in Asia, but also in Oceania and Africa, opens new horizons for our exports,” says Soares. “In addition, the recent opening of the Mexican market for French apples exemplifies Interfel’s strategic efforts.

“Beyond showing the quality and diversity of our offer, we want to convey that the French sector is mobilising collectively to respond to today’s major challenges: guaranteeing healthy and accessible food, preserving natural resources and accompanying the transition to a more sustainable agriculture.”