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Every year, the global fresh produce industry gathers at a familiar meeting point: Fruit Attraction, held at IFEMA Madrid, Spain. This year marks the event’s 18th edition, taking place over three days, from October 6 to 8, 2026, further cementing its position as one of Europe’s largest trade platforms for the sector.
The numbers speak for themselves: more than 2,500 exhibiting companies will attend, welcoming over 121,000 trade professionals from more than 150 countries, across 10 exhibition halls covering approximately 162,000 square meters of gross exhibition space, with around 80,000 square meters dedicated to the fresh produce offering. Beyond buying and selling, Fruit Attraction also runs a full program of specialized conferences and innovation awards, and, notably, an International Buyers Program that connects exhibitors with around 700 major buyers, retail purchasing managers, importers and wholesalers from more than 50 countries.
In other words, it’s a place where a shipment of durian from southern Vietnam can meet an importer in Germany, a supermarket chain in the Netherlands, or a distributor in the Middle East — all within a single conversation at a booth.
If Fruit Attraction is the stage, Golden Bee (GOBE) brings its own story to it: a fruit-packing and export company headquartered in Ho Chi Minh City, rooted in the Mekong Delta — a region whose climate and soil have given rise to Vietnam’s distinctive tropical fruits.
Golden Bee does more than simply buy and export. The company owns and partners directly with farms across the country, closely overseeing every stage from cultivation and harvest to packing, so that fruit reaches international customers with its freshness and natural flavor intact. Thanks to this wide network of growing regions, the company can supply year-round — 52 uninterrupted weeks.
Behind every shipment lies a traceability system that monitors the entire supply chain, together with a commitment to fair trade practices that ensures long-term benefits for both farmers and partners. This is also why fruit under the GOBE brand can now be found in markets known for their strict quality standards, including the European Union, the United Kingdom, the United States, Canada, Russia, Japan, Hong Kong, and the Middle East.
Taking part in Fruit Attraction 2026 is the next step in that journey — an opportunity for Golden Bee to move closer to the European market, where demand for high-quality tropical fruit keeps growing.
Visiting Golden Bee’s booth at Fruit Attraction 2026, guests will get a firsthand taste of the fruits that have built the company’s reputation.
Taking center stage are durian — known as the “king of fruits” in Vietnam — and jackfruit, particularly the ready-to-eat line, already peeled and segmented for the fast-consumption trends of international markets. Alongside them is longan, prized for its delicate sweetness and often sought out by European customers as an exciting new addition to the shelf.
The range extends further with dragon fruit, mango, passion fruit, and coconut — familiar names that consistently hold a steady place in international retailers’ import portfolios.
Golden Bee looks forward to welcoming partners, importers, and retail chains at its booth throughout the three days of Fruit Attraction 2026, from October 6 to 8, at IFEMA Madrid. It will be an opportunity to sample the products together, exchange ideas in person, and discuss long-term business opportunities.
📍 Booth: Stand P14 – 14G33 | IFEMA, Madrid
🌐 Website: www.gobeimex.com
📧 Contact email: Info@gobeimex.com
📞 Hotline: +84 939 93 54 55
GOLDEN BEE IMPORT EXPORT COMPANY LIMITED – GOBE.
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.
