CHOICE Project Showcased at Fruit Attraction 2024 in Madrid
From October 8 to 10, 2024, the CHOICE project was proudly represented by our partner Cooperativas Agro-alimentarias de Andalucía (CAAND) at the Fruit Attraction event in Madrid, Spain. Fruit Attraction is a major international trade fair focused on the fruit and vegetable sector, and this year, it attracted over 100,000 professionals from 145 countries, providing a crucial platform for global marketing and innovation in the industry.
As part of the institutional stand of the Junta de Andalucía, CAAND had an influential presence in the ‘Zona Andalucía’. The stand, a hub of activity, provided the perfect venue for CAAND to showcase its cooperative products, from fruits to vegetables, while also promoting the CHOICE project’s mission. Over the course of the event, CAAND distributed CHOICE brochures and engaged in productive discussions with various attendees, sharing insights on how CHOICE is advancing sustainability across the food supply chain.
About Fruit Attraction
Over the years, Fruit Attraction has become one of the world’s most important events for the fruit and vegetable industry. It serves as a commercial hub for global exports, connecting professionals from every part of the value chain. This year’s edition included discussions on innovation, market trends, and emerging opportunities in the fruit and vegetable sector. CAAND’s participation ensured that CHOICE was part of this conversation, promoting the project’s efforts to drive climate action through responsible food production and consumption.
CHOICE at the spotlight
During their discussions with event participants, CAAND representatives had the importunity to introduced CHOICE’s key objectives, emphasizing the project’s use of a new generation of Integrated Assessment Models (IAMs) to analyze and model the food system’s environmental impacts from both demand and supply scope. They also highlighted CHOICE’s digital tools and large-scale campaigns aimed at fostering positive behavioral changes, with a particular focus on promoting sustainable agricultural practices and responsible consumption.
The stand was a focal point for more than 1,000 engaging attendees introducing the way CHOICE partnership is transforming food systems, helping address critical issues like food waste and food loss reduction, and sustainability in production and consumption practices.
Presentation of the CHOICE project to engaged participants at Fruit Attraction 2024.
Beyond CHOICE’s direct outreach, CAAND’s participation fostered important networking opportunities with key stakeholders across the agricultural and food sectors. Attendees from various organizations, including policymakers and industry leaders, expressed keen interest in CHOICE’s goals and how they align with broader efforts to create sustainable food systems. Discussions centered around potential collaborations to scale up the project’s initiatives and integrate climate-conscious methods into fruit and vegetable production.
The CHOICE brochure was distributed to several stakeholders.
Strategic Partnerships and Networking
Throughout the three days, the event provided a rich environment for collaboration. The ‘Show Cooking Andalucía’ zone showcased cooperative products in creative recipes, while technical presentations emphasized the importance of market innovation. CAAND’s involvement with CHOICE at Fruit Attraction highlighted how strong partnerships can support the project’s goals of fostering sustainability, particularly by integrating climate-conscious methods into the agricultural sector.
As the CHOICE project continues to build momentum, we look forward to future collaborations and outreach opportunities like Fruit Attraction, where we can share our vision for a sustainable food system and continue to engage with stakeholders from across the globe.
Stay Connected
For more updates on CHOICE’s activities and upcoming events, be sure to follow us on social media and check our website regularly!
