Frutas y Hortalizas de Fontellas (FHF) participated in the latest edition of Fruit Attraction, the international fruit and vegetable trade fair held in Madrid from October 6 to 8. This key event for producers, marketers, and professionals across the agri-food supply chain once again served as an opportunity to share experiences, strengthen relationships, and highlight the value of the sector’s work.
During the trade fair, FHF showcased its operations and the products it handles from Fontellas, in the Ribera de Navarra region, reinforcing its bond with the local area and with all the people who make every season possible.
Meetings with the sector and institutions
Fruit Attraction also provided an opportunity to welcome visits from various associations and organizations with which FHF shares a commitment to promoting fruit and vegetable consumption and highlighting the value of the fruit and vegetable sector—includingLa Pandi, Alcachofa de España, and +Brócoli.
During the trade fair, FHF also received a visit fromJosé María Ayerdi, the Government of Navarre’s Minister of Rural Development and the Environment, who accompanied the Navarrese companies present at Fruit Attraction. This visit highlights the importance of the fruit and vegetable sector to Navarre, as well as the global reach of its companies and products on an international stage.
Estos encuentros permiten seguir fortaleciendo las relaciones con las organizaciones del sector y dar continuidad a iniciativas que contribuyen a acercar las frutas y hortalizas a la sociedad.
Navarre’s products take center stage in gastronomy.
FHF also participated in the gastronomic activities held during the fair, featuring live cooking demonstrations and tastings at the Reyno Gourmet de Navarra and Factoría Chef venues.
These initiatives have made it possible to showcase the culinary potential of fruits and vegetables, introduce the public to their qualities, and highlight the value of Navarre’s agri-food products—from their origin to the moment they reach the table.
Brotico presents its first trophy to 5 al día.
This edition also featured a special moment for Brotico, FHF’s corporate mascot. During the trade fair, the first Brotico trophy was presented to the “5 al día“ association in recognition of its work promoting the consumption of fruit and vegetables.
This gesture represents the values we wish to convey through Brotico: the importance of healthy eating, knowledge of where food comes from, and recognition of the work behind every fruit and vegetable.
Brotico was born in Fontellas as part of a communication project through which FHF aims to bring agriculture and locally sourced products closer to new audiences, highlighting the value of the countryside, the people who work the land, and the importance of keeping the connection between the source and the consumer alive.
We continue to grow from our roots.
Our participation inFruit Attraction 2026 reinforces FHF’s commitment to the fruit and vegetable sector, the promotion of products from Navarre, and collaboration with the organizations working daily to boost their consumption and recognition.
From Fontellas, we continue working to bring fruit and vegetables to market, contribute to the future of the sector, and remind everyone that behind every product lies the land, hard work, and many people.
FHF has received a grant from the Government of Navarre to participate in Fruit Attraction.
