Rijk Zwaan to showcase innovative solutions at Fruit Attraction 2026

Reimagining Solutions: innovation that creates value

Under the theme Reimagining Solutions, we will share our approach to innovation: connecting today’s production and market challenges with evolving consumer needs to develop solutions that create value throughout the agri-food supply chain.
At our stand, visitors will discover how this vision translates into a range of innovative solutions:

- Concepts such as MyCubies®, Sweet Palermo® and Tatayoyo®, designed to respond to new consumption habits, needs and occasions.

- Innovations such as Labour Smart™, designed to improve efficiency and address current and future production and marketing challenges.

- Lettuce solutions such as Crunshella® and Crystal, aimed at the fresh-cut sector, retail and foodservice, and offering outstanding crunchiness, flavour, versatility, yield and shelf life.

- A broad range of melon and watermelon solutions, including smaller-sized options such as Candy Ball™ and Mellissimo®, as well as distinctive concepts such as Tropical™ and Orange Sunglow™.

A place to discover, taste and connect

In addition to discovering our latest innovations and solutions, visitors will be able to sample some of our concepts, take part in a range of activities and talk to our team about the opportunities they can offer their businesses.
Fruit Attraction will provide another valuable opportunity to meet, share knowledge and continue shaping the future of the fresh produce industry together.

We look forward to seeing you at Fruit Attraction 2026. Get your tickets now!

Hall 9 – Stand 9D23
6–8 October 2026
IFEMA Madrid