Produce industry expo Fruit Attraction will be in Germany. ( Courtesy Fruit Attraction )

Several U.S. produce companies will be using an upcoming global trade expo to boost opportunities in export markets including Europe and the Middle East.

Fruit Attraction, in its 10th year, will be October 23-25 in Madrid.

Robinson Fresh, Eden Prairie, Minn., part CH Robinson Worldwide, and Farm Fresh Produce, Monte Vista, Calif., hope to increase markets through contacts made at Fruit Attraction.

“One of the key benefits that we see is Fruit Attraction really gives us an opportunity to connect locally with our retail client base in Europe because retailers have made this show a priority now, and it also gives us a chance to meet with our local suppliers in Southern Europe,” said Robert Walsleben, Robinson Fresh’s European director, in a news release.

“Since landing in Europe four years ago, we have been exporting product from the European continent to different geographies around the world, including the US and multiple geographies within Asia.”

Farm Fresh Direct plans to increase the size of its booth from 16 square meters to 128 square meters.

“I think this speaks volumes about the importance of Fruit Attraction for us,” Carla Belandria Espinosa, European sales manager for Farm Fresh Direct, said in the release.

“Last year, we achieved very important results at Fruit Attraction. People attend from all over the world, so it provides an opportunity to speak with customers that we haven’t been able to visit and to attract new customers.”

Fruit Attraction offers North American produce exporters an opportunity to connect with possible customers in Europe, Walsleben said in the release. Robinson Fresh plans to feature sweet potatoes and grapefruit from the U.S., and table grapes, apples kiwifruit and stone fruit from Peru and Chile.