Learning, connecting, and proudly representing West African products in the heart of Madrid.
In October 2024, Safi Roots attended Fruit Attraction in Madrid — one of the world’s most influential trade shows for the global fruit and vegetable industry. While we were not exhibiting, our strategic presence as a visitor marked a pivotal step in our journey to position African excellence on the international stage.
A Market Immersion with Purpose
Fruit Attraction 2024 brought together over 2,000 exhibitors and nearly 95,000 professionals from across the globe. Our mission at Safi Roots was clear:
➡️ Immerse ourselves in the European fresh produce ecosystem
➡️ Meet key players and understand their expectations
➡️ Spot innovations, trends, and best practices
➡️ And above all, represent West African mangoes with pride and precision
What Made This Event a Turning Point
While we didn’t have a booth, we walked every aisle with purpose. The results?
✔️ Invaluable market insights: From retail trends to sustainable packaging, Fruit Attraction offered a 360° view of where the industry is heading.
✔️ Key introductions: We initiated over 30 relevant conversations with importers, retailers, and innovation players — many of whom were curious about African origins.
✔️ Validation of our positioning: The discussions confirmed that European buyers are ready for structured, traceable, high-quality mangoes from West Africa — and looking for trustworthy partners.
✔️ Inspiration to elevate: Seeing how leading producers present their brand, storytelling, and logistics gave us a clear roadmap to elevate Safi Roots for the 2025 campaign.
Why This Matters for Safi Roots
At Safi Roots, we believe that mastering the market is a prerequisite to serving it well.
Fruit Attraction gave us the clarity to:
- Fine-tune our mango supply chain
- Benchmark against global standards
- Build a go-to-market strategy that reflects European buyer expectations
- Create a network of contacts across Spain, France, Italy, and the Netherlands
This show was a milestone in our journey to become the leading African brand in the tropical fruit export sector.
Looking Ahead to the 2025 Mango Campaign
Armed with insights, contacts, and momentum, we’re preparing an even stronger mango season across:
- 🇨🇮 Côte d’Ivoire (launch: End Marchl)
- 🇲🇱 Mali & Burkina Faso (May–June)
- 🇸🇳 Sénégal (Early June to July)
With structured sourcing, integrated logistics, and premium volumes, Safi Roots is ready to deliver.
Let’s Connect
If you’re an importer, wholesaler, or buyer interested in: ✅ West African mangoes
✅ Structured, ethical sourcing
✅ A transparent and reliable supply chain
Then now is the time to connect.📩 Contact us for early access to our product specs and availability.
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