MSC will exhibit its reefer expertise and digital cargo solutions at Fruit Attraction 2026, connecting with global industry leaders in Madrid.
MSC Mediterranean Shipping Company, drawing on more than 50 years of experience in perishable cargo transport and a global network of over 1,000 reefer specialists, will exhibit at Fruit Attraction 2026, the leading international trade show for the fruit and vegetable sector. The event runs from October 6 to 8 at IFEMA MADRID – Exhibition Center, Av. Partenon 5, 28042, Madrid, where MSC will welcome visitors at Booth 4C17 in Hall 4.
Fruit Attraction 2026 is expected to bring together more than 121,000 professionals and over 2,400 exhibitors from around the world. Exhibition hours run from 9:30 a.m. to 7:00 p.m. on Tuesday and Wednesday, closing at 4:00 p.m. on Thursday. The show has established itself as one of the most significant global meeting points for the fresh produce industry.
MSC continues to invest in advanced technologies and tailored logistics solutions that help fruits and vegetables reach international markets in optimal condition. The company's presence reinforces an enduring commitment to supporting growers, exporters, and importers across every region it serves.
At the MSC stand, visitors will find solutions built to protect cargo value and reduce uncertainty across the supply chain. MSC iReefer delivers real-time visibility into refrigerated shipments, giving cargo owners the data to monitor conditions and make timely decisions. Controlled Atmosphere technology helps preserve freshness and extend shelf life, supporting reliable transit for time-sensitive produce and reducing the risk of loss.
The company will also present its door-to-door services, combining ocean and inland transport to simplify complex supply chains and improve efficiency. Complementing these services, MSC's electronic Bill of Lading (eBL) streamlines documentation, accelerating processing and supporting faster, more predictable market entry. Together, these tools form an integrated, end-to-end offering designed around the specific demands of perishable cargo.
Fruit Attraction 2026 offers MSC and its customers an opportunity to connect with producers, exporters, and logistics partners, share knowledge on cold-chain optimization, and explore new trade routes and market opportunities. It also allows the company to reinforce its commitment to sustainable and efficient reefer transport.
MSC's reefer experts will be available throughout the event to discuss how these capabilities can strengthen supply chain reliability, control costs, and support growth into new markets. The company's participation reflects a clear objective: to advance the movement of fresh produce with visibility, reliability, and precision at every stage of the journey.
