MSC will exhibit at Fruit Attraction 2026, which will take place from 6 to 8 October at IFEMA MADRID – Exhibition Center, Av. Partenon 5, 28042, Madrid. The event will run from 9:30 a.m. to 7:00 p.m., closing at 4:00 p.m. on Thursday.

Fruit Attraction 2026 is expected to bring together more than 121,000 professionals and more than 2,400 exhibitors from around the world.

MSC has more than 50 years of experience in transporting perishable cargo and operates a global network of over 1,000 reefer specialists. The company continues to invest in technologies and logistics solutions for transporting fruits and vegetables to international markets.

At Fruit Attraction, MSC will meet with producers, exporters, and logistics partners, with discussions covering cold-chain optimization, trade routes, market opportunities, and reefer transport.

Visitors to the MSC stand will be able to learn about the company's reefer services, digital tools, and integrated logistics solutions for fresh produce. These include MSC iReefer, which provides real-time cargo visibility, and Controlled Atmosphere technology, which is designed to help preserve freshness and extend shelf life during transport.

MSC's teams will also discuss door-to-door services combining ocean and inland transport, as well as digital documentation solutions designed to simplify supply chains and improve efficiency. Information on MSC iReefer and electronic bills of lading, or eBL, will also be available from the company's reefer specialists.

MSC's reefer experts will be available at stand 4C17 in Hall 4 throughout the exhibition to discuss logistics solutions, answer technical questions, and meet with visitors, partners, and other fresh produce industry professionals.

Source - freshplaza.com