Spain’s Fruit Attraction trade fair, which takes place in Madrid from October 18-20, is one of the globe’s most important exhibitions for fruit and vegetable producers, traders and processors, with a particular emphasis – for obvious reasons – on companies from Spain and Latin America. For JBT, the show offers the opportunity to meet potential customers from around Europe and Latin America, especially those in the retail, foodservice and fruit production sectors.
This year, however, JBT will be giving special focus to its Multi-Fruit Juicer, which will feature a new modification developed by JBT’s Lakeland, Florida engineers, which has turned the unit’s standalone reservoir juicer into a self-service juicer.
As Ignacio Elosua, JBT’s head of sales for Fresh’n Squeeze® point-of-sale juicer line in Europe, explains, the innovation will help JBT reach a wider market than ever before, as the Multi-Fruit Juicer is now suitable for use in supermarkets and grocery outlets.
“In Europe, the demand for fresh orange juice machines in every supermarket is growing and there’s tough competition to cover this segment, but we believe the new version of the Multi-Fruit Juicer will give JBT a competitive edge,” he says.
But it’s not just Fresh’n Squeeze. JBT will be highlighting all of its liquid foods solutions for the fruit sector to visitors, which are designed to help producers to handle or process fruit more efficiently. “We have received many enquiries from customers concerned about the amount of fruit they have to handle or seeking to take advantage of lesser-quality products,” explains Elosua. “We believe that our fruit and vegetable solutions can help these customers deal effectively with these challenges.”
Looking at Fruit Attraction as a whole, Elosua says the show – one of the most important in the fresh produce sector – provides a great opportunity for JBT to expand beyond its core businesses and create new leads and opportunities.
“It’s commonly said that Spain is the pantry of Europe, meaning that many of the fruits and vegetables consumed in Europe come from Spain – we can say that is one of the most important markets for selling JBT solutions,” he adds.