The organisation will expand its activities beyond core markets to strategic markets like China, India and the UAE
Portugal Fresh has announced plans to invest €2.7mn to promote the country’s fruit and vegetable offer on the international market, in its most ambitious marketing initiative to date.
The funds will be spent on attending international trade fairs such as Fruit Attraction in Madrid and São Paulo, Fruit Logistica in Berlin, and Essen’s International Plant Trade Fair (IPM) in Germany in 2026 and 2027. The association also plans to conduct business missions to Chile and the US
Portugal Fresh said it is also planning to expand promotional activities to strategic markets including China, India and the UAE through prospecting and promotion.
The association’s president, Gonçalo Santos Andrade, said in the statement that the strategy aims to “build solid foundations for the sector to continue growing”.
Portuguese exports of fruit, vegetables and flowers have tripled over the past 16 years. In 2025, they grew 5 per cent year-on-year to €2.6bn a new for the country.
Portugal Fresh has 112 members representing about 5,000 farmers and promotes national fruit and vegetable products in domestic and foreign markets.
