Annually, thousands of exhibitors from all over the globe converge at Fruit Attraction which has established itself as the global framework for the marketing of fresh produce.

This year, the Department in collaboration with Raisin SA, has made it possible for two extension officers, Ms Lebo Segotsane and Ms Asanda Magwebu, the Senior Manager responsible for Agricultural Producer, Support and Development Ms. Lillian Senosi as well as one of the province's female producers from the Eksteenskuil Cooperative, Ms. O' Ryan, to attend the epicentre of the fruit and vegetable business in Madrid, capital of Spain.

This exceptional opportunity aims to connect our officials and producers with other professionals across the entire fruit and vegetable value chain. Fruit Attraction, which took place from 08-10 October 2024, provides a platform for innovative and diverse conversations. These conversations are centred around creative techniques and products that assist the producers of fresh produce to successfully face significant threats and challenges such as sustainability, water management and increased production, which are experienced globally. Spain is the largest producer and exporter of fruits and vegetables in Europe and the world and was therefore deemed fit to host this extraordinary event.