The East African Business Council (EABC), with support from the EU–EAC ITC MARKUP II Project, participated in Fruit Attraction 2026, an international fruit and vegetable trade fair held in Madrid, Spain. The fair brought together producers, exporters, importers, wholesalers, retailers, and other stakeholders across the horticultural value chain.
The trade fair showcased East African horticultural products, facilitated business linkages, and provided opportunities to explore increased exports to European and other international markets.
Key highlights:
- East African fresh fruits, vegetables, spices, nuts, and processed horticultural products were showcased to international stakeholders.
- Business-to-business (B2B) linkages were explored with European importers, wholesalers, retailers, and food processors.
- Potential trade and investment partnerships for East African businesses were explored.
- Knowledge of European market requirements was enhanced, particularly regarding product quality, certification, traceability, food safety, and phytosanitary compliance.
- Opportunities to improve market access and strengthen the competitiveness of East African horticultural exporters were explored.
Fruit Attraction 2026 provided a valuable platform to promote East African horticultural products, foster international business linkages, and enhance the region’s competitiveness in international markets.
