Thursday 22nd October 10am-1pm
Hall 6, IFEMA Madrid

3rd international BIOFRUIT CONGRESS by Eurofresh Distribution & Fruit Attraction

After the great success of the previous two editions, which received more than 400 delegates, Eurofresh Distribution magazine and Fruit Attraction team up again to discuss the future of organic F&V markets and other growing “value chains”. The event will be held on Thursday 22nd from 10am to 1pm in Hall 6 of IFEMA, Madrid, and is organised in collaboration with PROEXPORT, ZERYA and other professional organisations.

European retail buyers and international institutions, including the European Commission and Fair Trade International, will discuss the best strategies for fuelling the organic market phenomenon in Europe and globally. There will be analysis of the latest consumer behaviours since Covid-19. Large retailers, discounters, specialist channels and e-platforms will also share their supply chain strategies for responding to the growing consumer demand for more engagement with the environment and social issues. From 0 residue to fair trade to permaculture, industry leaders will share their experiences of “value chain” developments beyond organics.


Moderates Pierre Escodo, editor & consultant.

10H – Opening by Raul Calleja, director of FRUIT ATTRACTION

1 / Global demand for fresh produce and organics, latest trends since Covid-19: a more healthy impact after all?

10H10 The new EU regulation on Organics, the next steps of application

By European Commission Deputy Head of Organics or F&V Unit.

10H25 EU & global demand for organics and other competing Value-chains,


2 / Retail formats, how the various channels are improving the consumer experience:

10H40 BRICS market opportunities: which sourcing strategies of a Omni-Channel leader.

10H55 Germany the largest consumers, how to keep improving their shopping experience,

By DENNREE sourcing manager F&V.

11H10 Nordic markets how their retail leaders respond with more engagement

By the fresh produce director of a leading Nordic supermarket chain.

3 / 11H30: Debate beyond organics on how to better increase Engagement & Transparency towards the Environment & Society.

The consumer is asking for more transparency behind the Labels and more impact of the entire supply chain towards the Environment and Society, major international organisations share their experience of their increased engagements towards these goals:

  • Fairtrade International response for overseas suppliers, by Joannah Philips PR director
  • Permaculture as possible next step beyond organics, like LEHMAN NATUR
  • Leading Spanish growers going global, like HACIENDAS BIO, CAMPO SEVEN

4 / 11H45: Debate on boosting organic Value-chains with breeding & retail cooperation

How to improve organic value-chains by boosting cooperation between breeding and retail:

  • FIBL expert on breeding & Value chains, Maria Teresa Lazzaro
  • Breeding leaders with providing organic varieties

Collaborating organizations: PROEXPORT & ZERYA.

Organized by:


In cooperation with:


This post is also available in: Spanish