Rijk Zwaan attended, for the third year in a row, the Fruit Attraction 2011 in Madrid.

In this edition the company had a special collaboration with the worldwide renowned chef Martín Berasategui, who was in the Rijk Zwaan stand on Wednesday 19th October to exchange experiences in the world of cooking using both Salanova and the MyCubies cucumber snack. This meeting was a big success and it was attended by all media, and even included interviews with different television channels.

The Piel de Sapo melon type Mellissimo was another innovation made known by Rijk Zwaan in the framework of Fruit Attraction. This product is characterized as a new piel de sapo melon concept with its small size and excellent flavour, which brings the possibility of increasing the local market supply and opening the doors to export possibilities.