We'll soon be leaving for Berlin so it feels like a good time to pause and reflect on what several years of attending the world’s biggest fresh produce exhibitions - both in Berlin and Madrid - have taught us about the sector we’re proud to be part of.

For anyone who hasn’t experienced it first-hand, the scale of these events is hard to describe. Tens of thousands of visitors. Thousands of exhibitors. Entire halls dedicated to specific countries, commodities, technologies, and supply-chain functions. From growers and importers to logistics providers, packaging innovators, and retailers, the whole ecosystem of fresh produce is represented under one roof.

It’s a powerful reminder of just how vast and sophisticated our industry really is.

A Global Industry in Action

When around 99% of what we do is focused on the UK market, it’s easy to become immersed in our own domestic challenges, priorities, and conversations. But stepping into shows like Fruit Logistica and Fruit Attraction quickly reframes that perspective.

Suddenly, you’re surrounded by businesses from every corner of the world - South America, Africa, the Middle East, Asia, Europe, and beyond - all navigating similar pressures around cost, sustainability, labour, logistics, and changing consumer expectations.

It highlights just how interconnected our supply chains are and how global our industry has become. What happens in one region rarely stays there. Weather patterns, geopolitics, regulation, transport, and consumer trends ripple across borders.

These shows bring that reality to life in a way few other experiences can.

Berlin vs Madrid: Different Settings, Same Energy

Let’s be honest - Berlin in February is a tougher sell than Madrid in October.

Cold mornings. Dark evenings. Long days navigating crowded halls and tight meeting schedules and dashing between appointments with barely time for a coffee. By the end of day two, most of us are running on caffeine, comfortable shoes, and stubborn determination.

Madrid, by contrast, offers warmer weather, a slightly more relaxed pace, and the bonus of late-evening tapas.

But regardless of location, both shows share the same defining characteristic: energy.

They are intense, busy, and demanding - but also inspiring. The sheer volume of ideas, conversations, innovations, and collaborations happening simultaneously is remarkable.

A Sector That Finds a Way Forward

One of the biggest learnings from attending these exhibitions over the years is just how resilient the fresh produce industry really is.

Every year brings new challenges.

Rising costs. Climate volatility. Labour shortages. Trade barriers. Regulatory changes. Sustainability pressures. Shifting consumer habits.

And yet, year after year, the industry turns up in force.

Businesses adapt. Supply chains evolve. New technologies emerge. Partnerships are strengthened. Solutions are found.

Berlin in particular often highlights this resilience. Despite global uncertainty, economic pressures, and operational complexity, the industry continues to move forward - innovating, investing, and growing.

It’s a powerful statement of intent.

The People Behind the Produce

Perhaps the most important takeaway from years of attending these shows is this: the real strength of the sector lies in its people.

Behind every box of fruit and every supermarket shelf is an enormous network of growers, buyers, agronomists, technologists, logistics specialists, quality managers, and commercial leaders - all working under pressure, often behind the scenes.

At Fruit Logistica and Fruit Attraction, you see those people face-to-face.

You see long-standing relationships being renewed. New partnerships are being formed. Honest conversations about challenges. Shared ideas about the future.

It reinforces that this is, at heart, a people-driven industry- built on trust, collaboration, and long-term thinking.

A Reminder of What We’re Part Of

For those of us working primarily in the UK market, these global exhibitions serve as an important reminder.

We’re not operating in isolation.

We’re part of a huge, dynamic, international sector that feeds millions of people every day. A sector that constantly adapts, innovates, and finds ways to overcome obstacles. A sector that, despite its challenges, remains ambitious and forward-looking.

Yes, the travel is tiring. Yes, the days are long. Yes, the diaries are relentless.

But they’re a small price to pay for being part of something so impactful.

As Fruit Logistica approaches once again, it’s worth taking a moment to reflect on that—and to feel proud of the industry we work in and the people who make it what it is.

If you’re heading to Berlin and would like to meet up, get in touch with one of the team.