From October 3-5, took place the Fruit Attraction event, a yearly event held in Madrid, Spain serves as a premier platform for the global fruit and vegetable industry. The trade fair brought together growers, farmers, exporters, distributors, and technology providers to exhibit their latest products, innovations, and services.

There, Sustainable Innovations and the agroBIRDGES partners collaborated together to promote, showcase and disseminate the agroBRIDGES project, a European initiative aiming to empower farmers through new business and marketing models based on Short Food Supply Chains.

The Technological Corporation of Andalusia (CTA) took the lead in the registration process and in the organisation by establishing several activities to engage with a wide variety of stakeholders such as public bodies, companies, policymakers, and research centres, among others. During the event, CTA organised several meetings, presentations, and networking activities. On the other hand, Sustainable Innovations collaborated with the design of the stand following an agro-design approach in order to create a warm and visually appealing space for all the interactions carried out during the trade fair.
Attendees had the opportunity to explore a diverse range of presentations since most of the partners from the agroBRIDGES consortium were invited to participate and contribute to promoting all the activities and work carried out within the initiative.  Fruit Attraction played a key role in fostering collaborations, sharing knowledge, and promoting the growth of the fresh produce sector.

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