Subtotal $0.00
GOBE IMEX attended Fruit Attraction Madrid 2026 to find European partners and promote Vietnamese tropical fruits to buyers from around the world. The fair took place from 6 to 8 October 2026 at IFEMA MADRID, and GOBE exhibited at stand 14G33.
The highlight of the booth was ready-to-eat peeled jackfruit, which surprised and delighted visitors. Coconut, golden passion fruit, rambutan and mangosteen were also popular, and an eco-friendly line of sugarcane bagasse packaging completed the display.
Selling tropical fruit in Europe also depends on packaging rules and freight choices. This recap covers why GOBE joined the fair, what it showcased, how visitors responded and the rules that shape Vietnamese fruit exports to the EU, and it closes with thanks and an invitation to cooperate.
Fruit Attraction Madrid 2026 is the 18th edition of an international fruit and vegetable trade fair organised by IFEMA MADRID and FEPEX, and GOBE IMEX took part to find European partners and promote Vietnamese fruit.
Fruit Attraction is one of the leading meeting points for the fruit and vegetable industry. The 2026 edition filled ten pavilions at IFEMA MADRID, and the organisers reported more than 121,000 visitors from over 150 countries. Its International Buyers Programme aimed to bring around 700 importers, wholesalers and retail purchasing managers from more than 50 countries, which makes the fair a direct route to European buyers.
GOBE IMEX joined for three reasons: to find new partners, to promote Vietnamese fruit, and to introduce its products to professional visitors.
Interest in Vietnamese produce in Europe is strong. According to Vietnam Customs data, Vietnam’s fruit and vegetable exports to the EU reached a record USD 343.3 million in the first seven months of 2026, and the EU-Vietnam Free Trade Agreement gives Vietnamese produce a tariff advantage.
GOBE IMEX showcased ready-to-eat peeled jackfruit as its highlight, together with coconut, golden passion fruit, rambutan and mangosteen, and visitors responded with surprise and strong interest.
Ready-to-eat peeled jackfruit is jackfruit flesh that has been separated from the rind and core, so buyers receive fruit that is ready to serve. A whole jackfruit is large and sticky, so peeling at the packing house saves labour for retailers and foodservice kitchens. This convenient format was new to many visitors, which explains the strong reaction at the booth.
Coconut, golden passion fruit, rambutan and mangosteen drew the most attention after the jackfruit. Passion fruit is especially relevant to the EU market, where Vietnam Customs data show more than USD 116 million in exports in the first seven months of 2026. Together, these fruits give buyers a varied tropical range from Vietnam.
Visitors reacted with surprise at the peeled jackfruit, interest in the other fruits and curiosity about the eco-friendly packaging. The exchanges at the booth were lively, and the warm response to Vietnamese fruit was a rewarding result for the GOBE team.
Sugarcane bagasse packaging is moulded fibre packaging made from the pulp left after sugarcane is crushed, and GOBE IMEX presented it as an eco-friendly alternative to plastic for fresh fruit. It reflects the growing attention to sustainable packaging in Europe, and it drew curiosity from visitors at the booth.
Tariff advantages under the EVFTA, tighter pesticide residue limits, traceability rules and the new EU packaging regulation (PPWR) shape Vietnamese fruit exports to the EU.
Bagasse packaging is plant-fibre based and compostable, while plastic is petroleum-based and faces growing EU restrictions. The PPWR has applied since 12 August 2026, and from 2030 certain single-use plastic formats for fresh fruit and vegetables under 1.5 kg will be restricted, with exemptions still to be defined.
Air freight is faster and protects fruit with a short shelf life but costs more, while sea freight is cheaper for large volumes and suits only fruit that tolerates longer transit. GOBE offers both routes to balance freshness, reliability and cost.
The GOBE IMEX booth hosted lively business exchanges throughout Fruit Attraction Madrid 2026, as the team met international partners, buyers and visitors with the peeled jackfruit and other Vietnamese fruits at the centre of the conversations.
These moments of business and connection made the fair a memorable event for the whole team. GOBE IMEX sincerely thanks every partner, international buyer and visitor who stopped by the booth. Your time, feedback and trust are the best reward for our work in bringing Vietnamese fruit to the world.
Partners can cooperate with GOBE IMEX by contacting the company directly, and the team would be delighted to continue the conversations that began in Madrid. Importers, distributors and retailers looking for Vietnamese tropical fruit are welcome to get in touch to discuss products and cooperation.
Contact GOBE IMEX:
Fresh taste, premium quality, healthy goodness.
Author:
Managing Director Scarlett Huynh
Scarlett Huynh (Huynh Thanh Truc) is the Founder and Managing Director of Golden Bee Import Export Co., Ltd. (GOBE IMEX), a Vietnamese exporter specializing in premium fresh fruits and vegetables for international markets.
