May 26, 2022

Some 2,000 speakers participated in Berlin in the traditional meeting on trends, innovation and logistics in the fresh fruit industry.

After two years of interruption due to the pandemic, Fruit Logistica, the leading fair in the fruit sector, was held once again in its usual face-to-face format, and San Miguel was one of the more than 2,000 exhibitors who were part of the event held in the German Capital City between April 5 and 7. With the motto "Meet onsite again", buyers, visitors and industry representatives from over 115 countries participated in the meeting.

San Miguel team received customers and representatives from all links in the value chain at its stand (located in Hall 25, the fair's busiest hall). The excellent service offered by the Company during the pandemic helped strengthen ties with customers who continued to choose San Miguel, as well as attracting new people interested in working together.

“It is highly important for us to be face to face with our clients again, since in San Miguel we continue working in order to optimize the value proposition we offer them. We take advantage of these meetings which bring the sector players together to talk about new challenges and latest trends”, says Juan Martín Hilbert, Fresh Fruit and Product Commercial Director of San Miguel.

The main topics of discussion at the fair addressed market expectations for each of San Miguel's products. The great challenges facing the industry were also discussed: global inflation, rising costs, logistics, transportation strikes, and the impact of the Russian-Ukrainian war on the markets.

In a crowded stand, representatives from San Miguel hosted a meeting with members of the World Citrus Organization, where they exchanged views and worked on a joint agenda for the year.

“This fair became a benchmark for the industry and for San Miguel. We want to continue consolidating the potential of our business, where we stand out due to the relevance and participation of our multi-origin products from the southern hemisphere in the international market”, explains Anya Jaworski, Business Intelligence & Marketing Manager of San Miguel.

The next Fruit Logistica fair will be held in Berlin on February 8, 9 and 10, 2023.