Itaueira Agropecuária S.A. concluded its participation in the 3rd edition of Fruit Attraction São Paulo 2026 with extremely positive results, strengthening commercial relationships, brand positioning, and generating business opportunities. Held at São Paulo Expo, the event ended on March 26 after three intense days of programming and connections among the main players in the fruit and vegetable sector.
In its first participation with its own booth, Itaueira brought to the event a proposal centered on experience, innovation, and proximity to the market. Over the three days, the company welcomed qualified visitors and promoted tastings of its portfolio, highlighting REI® Yellow Melon, REI® Colored Bell Peppers, and REI® Mini Watermelon, providing a practical experience of their flavor, freshness, and quality attributes.
Among the main highlights presented was the new Protective Film for REI® Bell Peppers, a solution that replaces the former flowpack and extends the product’s shelf life without compromising its natural characteristics. The technology drew attention from partners and visitors due to its contribution to reducing losses and adding value to the distribution chain—one of the most relevant topics in the sector today.
Itaueira’s participation was also marked by its strategic role in the event’s content. Board advisor José Roberto Prado took part in the panel “Important Partnerships: Connecting Producers and Retail,” offering reflections on the role of producers in building value within the supply chain. In his approach, he highlighted producers as key agents in educating the retail sector, with flavor as the starting point for building brand, trust, and repeat consumption.
Throughout the event, the company’s commercial team held important meetings, strengthening relationships with partners and welcoming potential clients from both domestic and international markets. The company received strategic clients from the European Union, Russia, the Middle East, and Canada, as well as importers and distributors from Mercosur countries.
The third edition of Fruit Attraction São Paulo reinforces its growth and consolidation as one of the main platforms for connection and business in Latin America. The event contributes to strengthening Brazilian fruit production in the global market, having received a large number of visitors—significantly higher this year—including buyers, sellers, distributors, service providers, research companies, and suppliers. The agreement between Mercosur and the European Union will certainly help increase interest in participating in future editions.
In this context, Itaueira’s presence represents a strategic step in its national expansion. This movement is further strengthened by the appointment of two of its key leaders to ABRAFRUTAS (Brazilian Association of Producers and Exporters of Fruits and Derivatives): partner Adriana Prado takes on the role of Marketing Director, while Carlos Prado, founder and Chairman of the Board of Itaueira, joins the Honorary Council. Created to expand
Brazil’s presence in the international market, the association now also encourages fruit consumption in the domestic market.
