Again this year we shared the booth with Team Grapa at Fruit Attraction Madrid 2025, participating as the European Agent for ARRA™ varieties.

The fair proved to be a strategic meeting point for the industry as the northern hemisphere season comes to a close and at the gateway to the new campaign in South Africa and South America. The booth welcomed visitors interested in evaluating ARRA™ varieties from different origins, with a focus on uniformity and quality consistency on a global scale.

Great protagonist ARRA Cherry Crush™, submitted from four countries (California, Brazil, Greece and Italy), a clear example of its international positioning and stability in terms of taste, texture and color. ARRA Mystic Dream™ also confirmed its strong potential as a late variety with excellent performances from California, Greece and Italy, while ARRA Fire Crunch™ was appreciated for its taste and color intensity.

The fair was also an opportunity for numerous meetings with manufacturers, marketers, and retailers, where the value of synergies and collaborations between the various players in the supply chain emerged. Watching marketers present the opportunities of the ARRA™ range to retailers highlighted the solidity and credibility built over the years.

Fruit Attraction is increasingly confirmed as a key moment in the global table grape calendar: a place where innovation, collaboration and international vision converge, with Madrid as the ideal setting.