In recent years, FHF Fontellas has become one of Navarre's most eye-catching companies at Fruit Attraction, not only for the quality of its fruits and vegetables but also for the creativity of its displays. In the 2024 edition, the company surprised visitors with a haute couture vegetable suit that generated quite a buzz at the Madrid fair. "We attracted so much attention that there were even complaints from one or two other exhibitors," the company admits with a laugh.
© FHF
This year, FHF is returning to the fair with a new slogan: "Cinematic fruit and vegetables." The company acknowledges that, due to organizational limitations in maintaining a consistent aesthetic worldwide, the display will not be as spectacular as it has been in previous years. "Despite this, we are confident that nobody will be left indifferent by our display. Our goal is to convey in a non-traditional format the passion with which we grow our crops in Navarra," they stated.
Live cooking demonstrations
FHF's participation in Fruit Attraction goes beyond just showcasing their produce. In fact, the company increasingly opts for live cooking demonstrations, allowing professional visitors to experience the flavor of Navarra's produce.
On September 30th, the company will showcase various recipes made with broccoli and artichokes, two of their most iconic crops, at Navarra's booth in the Reyno Gourmet area. On October 1st, the event will move to Factoría Chef, where, in collaboration with the 5 a Day Association, Dr. Luisa Solano will lead a showcooking demonstration featuring tomatoes and peppers. "It will be a special moment because all those attending will be able to taste our vegetables and see firsthand the quality and freshness of our produce," the company stated.
They are also planning a surprise: "At the end of one of the events, we will be holding a public recognition ceremony, which for now we are keeping secret. We want it to be an exciting and different moment for those who accompany us at the fair."
© FHF
Fall season: Challenges and continuity
The weather has once again played a key role in the 2025 season. "Our fruit trees were damaged by the spring storms, and a large part of the crop will have to be used for juice production," they stated. "Despite this setback, the company is still going strong."
Currently, the company is harvesting tomatoes and peppers while making progress with planting broccoli and cauliflower for winter. "The most important new developments are the 30-hectare increase in the area devoted to peppers and the introduction, for the first time, of yellow peppers of the Rionas variety. This is an important step toward diversifying our supply and meeting market demands," they stated.
"The acreage devoted to brassicas remains stable, reaffirming our dedication to the Blanca de Tudela artichoke, which continues to be the crown jewel of our production. It is the only one with Reyno Gourmet quality certification and symbolizes our land's horticultural tradition better than any other product," they proudly stated.
© FHF
Business growth and international outlook
Beyond the crops, FHF is experiencing internal growth. "We have just expanded our offices and hired new staff. The idea is to continue growing as a team because we firmly believe in the value of the people who are part of FHF," they stressed.
"Fruit Attraction is more than just a trade show to us. It is a gathering with friends and clients we don't often see, and a place to build new relationships. We want to showcase our products up close, and there's no better way than tasting them at the showcooking," they explained.
Looking ahead, FHF admits they're not giving up on dreaming: "If we have to think big, our goal is to open a new export channel. We are convinced that Navarra's fruits and vegetables have a lot to offer on the international stage, and our role is to keep working so that they reach further and further abroad."
For more information:
FHF
Tel.: +34 948 825 916
Email: [email protected]
https://fhfontellas.com