Silvia de Juanes: “Latin America is one of the geographical areas that is growing at Fruit Logistica”

By César Marcos

The Director of Communications at Messe Berlin for Spain and Latin America says its close relationship with Germany, which “began during my doctoral phase” with enthusiasm. On his return he wanted to keep connected with this country and became an official representative of this trade fair institution. “We worked several sectors, such as tourism, transportation, … and the food” as Fruit Logistica, held for three days in the German federal capital: from 3 to 5 February. There expect about 2,700 companies in the fruit and vegetables sector as well as nuts and dried fruits, and whole industry surrounding them technical cultivation, packaging, labeling, transportation, logistics systems, stock management and storage solutions computer and internet. The whole sector is present in a fair, characterized by internationality and quality of the visitors.

e-Comercio Agrario: What will we find in Fruit Logistica 2016 unlike the previous ones?

Silvia de Juanes: It is always difficult to have a big thing, but we try to Fruit Logistica is the most comprehensive event for all professionals. This year it has been organized for the first time is “Logistics Hub,” which is an international forum where they will discuss current issues on the supply chain and transport, with more general presentations to more specific, such as those related to the chains long-distance supply or transport cold. Trade is increasingly global and logistics has taken a central point in the evolution of what the business itself.
This is the new star we’ve never done before. We continue to drive innovation and strong point of the show. The

“Fruit Logistica Innovation Award (FLIA)” will be awarded for the eleventh time and the second time that a Spanish company chooses to award. This is Genuine Coconut, an organic coconut with a patented opening to drink with straw green coconut water. It’s a great proposal, but the level of the ten nominees is very high and the visitors will be the ones to decide which one is the winner.

ECA: With the figures are provided by the organization, have they exceeded the bar of the 2015 edition?

SJ: Yes, we have grown again from last year. This year we have more than 2,800 companies coming from 85 countries. The pace of records prior to the opening of the show has gone very well. In 2015 we have 65,000 trade visitors from 135 countries and expect to be above this number.

Regarding the Spanish companies involved more than 330 exhibitors, 275 of the previous edition, from production, packaging, logistics, to the port sector, including mobile apps to meet real-time price quotes, among others many subsectors. The role of the Spanish government at the fair still going strong, with many co-exhibitors, the umbrella mode support for present and report feeling very clothed in the presence of his region. It is true that many companies leave this format, because they want to enhance their individual image in the market.

But some Autonomous Communities have the possibility for companies to exhibit their individual image to have that reinforcement-brand within the common area of ​​the region.

ECA: How important are Latin American markets for exhibiting their horticulture in Fruit Logistica?

SJ: In general, it is one of the geographical regions is actually more growing. The pavilions where Latin American companies are always full of people. In the past three years we have made great communication effort for Latin America and the end, if you do hear, the results are very positive. There is increasing co-exhibitors.

The first year came a delegation and are now represented almost all Latin American countries, which are encouraging powerful way to stand as candidates to partner country of Fruit Logistica, which can give you a complete picture for the entire year and places them in the epicenter of the sector. The choice as partner country depends on the partnership between government and industry players so that the result is successful. This year the partner country is Egypt.

ECA: What will Egypt show at the fair?

SJ: We will give many surprises and especially for Spain, Egypt is a great competitor. This is a good year to see what the competition does. The large percentage of exhibitors and visitors come to make new contacts and business. That’s the big aim to attend Fruit Logistica, but the second or the third is to keep in mind what the competition.

ECA: What are the attractions can we see and be seen at the fair?

SJ: The whole sector is under one roof and in three days. This is one of the most important qualities to go or not go to a fair with the internationality of the event, the quality of the visitors -more than 80% are able to decide to close or not a contract-. Fruit Logistica has all the them.