Malaysia Pavilion at Fruit Attraction 2026
Where the essence of the sector connects with the world.
Axis Commerce is Official Commissioner for Malaysia (exclusive rights) at Europe's leading fresh produce trade fair — bringing verified Malaysian producers directly to global buyers at IFEMA Madrid.
A global benchmark in the marketing of fresh produce
Fruit Attraction is where the world's leading fruit and vegetable buyers, producers and processors meet each year in Madrid. In 2026, Axis Commerce leads Malaysia's official presence — connecting Malaysian producers with importers, retail chains, foodservice groups and F&B manufacturers from 152 countries.
Fresh Produce
Fruit, vegetables and short-shelf-life tropical categories from verified Malaysian growers.
Innova & Tech
Digital traceability, geospatial ICT and agri-tech innovation from the Malaysian ecosystem.
Auxiliary Industry
Packaging, cold-chain equipment and processing partners supporting the value chain.
Fresh Food Logistics
Export logistics, phytosanitary compliance and long-haul freight coordination.
Signed by IFEMA MADRID and the Ministry of Agriculture & Food Security
On 11 January 2026, IFEMA MADRID formally appointed Datuk Seri Mohd Sallehhuddin bin Hassan and Axis Commerce (M) Sdn Bhd as Malaysia Commissioner with exclusive rights for Fruit Attraction 2026, with c.c. to the Secretary-General of the Ministry of Agriculture & Food Security of Malaysia.
Malaysia Commissioner — Exclusive Rights
Axis Commerce (M) Sdn Bhd, on behalf of Malaysia, at Fruit Attraction 2026, Madrid.
- Appointed on
- 11 January 2026
- Event
- Fruit Attraction 2026
- Venue
- IFEMA Madrid, Spain
- Dates
- 6 – 8 October 2026
- Location
- Hall 14 · Booth 14E13
- Pavilion
- 68 sq.m Malaysia Pavilion
- Mandate
- Exclusive Commissioner rights
- Appointed by
- Carlos Daniel Martinez Rodriguez, Executive Vicechairman, IFEMA MADRID
What Malaysian producers get inside the Pavilion
- Branded booth spacePositioned within the official Malaysia Pavilion, with national branding and pavilion signage.
- Pre-scheduled B2B matchmakingBuyer meetings arranged via IFEMA Liveconnect ahead of the fair.
- Buyer qualificationVetted importers, retail chains, HORECA groups and F&B ingredient manufacturers.
- Export logistics & certificationGuidance on phytosanitary, GlobalGAP, halal and destination-market requirements.
- On-ground liaison in MadridDedicated coordinator handling meeting logistics and language support.
- Lead tracking & post-event reportStructured opportunity summary you can act on the week you get home.
- Closed-door institutional sessionsAccess to government and diplomatic engagements around the fair.
Bring your product to the pavilion
For Malaysian producers, cooperatives and manufacturers ready to meet global buyers on the Madrid floor.
02 · DelegateJoin the 6-day guided tour
For MAFS officers, agency stakeholders and industry leaders — Madrid + Valencia farm immersion.
03 · SpeakerSpeak at MAFS or Industry Talks
For subject-matter experts on Malaysian agri-food, halal, traceability, cooperative models and export strategy.
Six days, one Malaysian delegation, Europe's fresh-produce playbook
Delivered by Axis Commerce at cost, the programme equips 120 decision-makers and industry leaders with direct exposure to Europe's agri-food models, buyer requirements and commercial standards — accelerating policy alignment, investment readiness and export execution with measurable multiplier impact on Malaysia's agricultural returns.
Who this is for
- MAFS officers & policy stakeholdersDirect exposure to European agri-food policy design, farmer aggregation and food-security levers.
- Commodity board & agency leadersBenchmark visits to Spanish cooperative and packhouse models — MPIB, MPB, FAMA, LPP, LPNM welcome.
- Malaysian agri-business executivesAccess to Spanish exporters, packing equipment suppliers and certification bodies you'd otherwise never meet.
- Cooperative & smallholder representativesFront-row seat to how Sunridge Citrus organises 100+ small farmers into a premium-quality collective.
- Agri-financing & investment institutionsAgrobank-anchored technical visit for financing product design aligned with real farm needs.
Share your expertise at MAFS & Industry Talks
Axis Commerce curates four thematic dialogue sessions plus MAFS Talks and Spanish Industry Talks across the fair. Speaking slots are being confirmed now for Malaysian and international experts on halal, traceability, cooperative models, technology, financing and export strategy.
Strategic Transformation of Malaysia's Fresh Produce Sector
National-level framing session opened by MAFS leadership. Speakers: senior agency executives & policy voices.
Integrating Smallholders into Global Supply Chains
Cooperative organisers, aggregators and export-model architects on lifting small farmers into international markets.
Leveraging Technology for Export Competitiveness
Traceability platforms, AI contract-farming (BidFresh Malaysia launch), geospatial ICT and post-harvest tech.
Financing, Risk Management & Cooperative Models
Agrobank-anchored session on agro-financing products aligned with farm-level needs, risk sharing and cooperative resilience.
Propose a talk or panel spot
We're building the Malaysia Pavilion talks programme in partnership with MAFS and Spanish industry hosts. Send a short pitch — topic, speaker bio, session preference — and we'll come back within two working days.
- MAFS TALKS · National agency & policy voices
- SPANISH INDUSTRY TALKS · Cross-border dialogue with Spanish counterparts
- CURATED DIALOGUES · Closed-door working sessions with delegates
Bring your product to Madrid
Booth space in the Malaysia Pavilion is limited. Confirmations are being taken on a first-come basis for Fruit Attraction 2026.