Enthusiasm, optimism, and new and improved prospects for the future. These have undoubtedly been the words most frequently uttered by the representatives of the more than one thousand companies that, from Tuesday until today, have participated in the wine and olive oil trade shows held at the Zaragoza Trade Fair. The 19th edition of the International Exhibition of Machinery and Equipment for Wineries and Bottling, ENOMAQ, the eighth edition of the International Exhibition of Techniques and Equipment for Viticulture, TECNOVID, and the olive oil shows, OLEOMAQ and OLEOTEC, as well as the fruit and vegetable show, have been, as their slogans state, the benchmark for the entire professional sector and have provided a significant boost to commercial activity.

During the four days of the fair, the pavilions saw a constant flow of professionals, more than 24,000 of whom chose Feria de Zaragoza as the place to discover the latest innovations and cutting-edge products shaping the development of the international market. A significant figure that demonstrates the quality and international reach of the event is that this year's visitors came from 32 countries worldwide.

Final Day and Sectoral Debate

Exports, new markets, and the internationalization of the Spanish fruit and vegetable sector provided the perfect ending to four days of discussions. For the fourth consecutive day, the convention center hosted a debate on the issues that concern producers regarding "Fruit and Vegetable Markets."

José María Araico, from Inverest Ibérica, explained some of the characteristics of the Russian market, one of the most "powerful and with the greatest potential" at present. As he explained, it is a market that “is gaining ground, but is not yet mature” and could be a “key element” for the export of Spanish products. For example, Araico explained that, being still an emerging space, “it doesn't have very defined characteristics and it's easier to enter, because it's easier to work there, provided you understand its rules.”

For his part, Francisco Borrás, deputy director of Anecoop, which represents 79 cooperatives and is the leading fruit and vegetable operator in Spain and Europe with a turnover of €440 million, stated that “the problem for companies in Spain is not exporting, but rather improving the management of foreign markets.” In his opinion, Spanish products are sold cheaply because “we are doing a poor job of positioning ourselves.” He also said that Israel, with a production similar to Spain's in both quantity and quality, sells “more and better than we do.”

According to Borrás, the element that hinders Spanish companies' access to international markets is the large number of agents and intermediaries, which causes many producers to “back out.” To achieve greater success, the deputy director of this cooperative advocated for improving access channels to the international market and establishing contacts to centralize sales.

Four days of innovation and technology at the service of the wine and olive oil sector

The strong professional response to the proposal from the Zaragoza Trade Fair has highlighted the role they play ENOMAQ-OLEOMAQ, TECNOVID-OLEOTEC, and FRUYVER as sector benchmarks and undisputed meeting points.

The technical sessions and sixty events, talks, and conferences organized within the framework of the trade shows have been a resounding success, as they have delved into topics of great importance to the sector and have also attracted large audiences.

One of the activities that has enjoyed enormous popularity and attendance has been the Winemaker's Corner, where professionals have led wine and olive oil tastings and numerous sessions have been held, in which national and international experts have analyzed the main problems and strengths facing these sectors. This is a space where leisure activities merge with the professional aspect and serve as a feedback loop.

In addition, the Reverse Trade Missions program – which took place during the second and third days of the events – has been a great commercial success, thanks to the meetings between the more than fifty foreign delegations and Spanish companies. This is, therefore, one of the best tools that exhibiting firms have to expand their activity and open new markets.

Since last Tuesday, February 12, when the doors of the exhibition halls opened, these trade shows have enjoyed the overwhelming support of the entire sector. Thus, the more than one thousand exhibiting firms that have been the protagonists at the Zaragoza Trade Fair have showcased their sectoral strength, as well as a commitment to joining forces in support of the wine, olive oil, and fruit and vegetable markets.

In short, the holding of these trade shows has this served to demonstrate Feria de Zaragoza's support for two sectors as important as wine and olive oil, as well as fruits and vegetables. Therefore, the fusion of wine and olive oil not only works, but also serves as an element of international projection for industry stakeholders.

One of the elements that has characterized the development of these trade shows has been their high degree of design and innovation in the presentation of the participating companies. In this regard, Feria de Zaragoza wanted to recognize some of the participating companies with a diploma highlighting the originality and effort put into their stands. The companies honored were: AZ3 Oeno, Estal Packaging, Procarton, Saint Gobain Vicasa, and Vidrala.