FRUIT LOGISTICA is widely regarded as the world’s leading trade fair for the global fresh produce industry, bringing together growers, exporters, importers, retailers, logistics providers, and technology companies from across the international supply chain. The annual event serves as a key meeting point for business, innovation, and industry networking.
A new chapter for FRUIT LOGISTICA began in June 2026 with the appointment of Christina Freier as Director. Freier has been part of Messe Berlin since 2006 and brings more than two decades of experience in international trade fairs and B2B events. During her career, she has contributed to the development of numerous international event formats and most recently played a leading role in launching ITB Americas. She now takes responsibility for guiding the future direction of one of the fresh produce sector’s most influential global events.
Interview
1. Congratulations on your appointment as Director of FRUIT LOGISTICA. What attracted you to this role, and what are your immediate priorities?
Thank you. What attracted me most to this role is the opportunity to work with an industry that touches people’s lives every day. Fresh fruit and vegetables nourish people around the world, and behind them are growers, producers, traders and innovators whose passion, resilience and commitment I greatly admire.
That is why FRUIT LOGISTICA is much more than a trade fair to me. It is a global platform where the fruit and vegetable industry comes together to do business, exchange ideas and shape the future of fresh produce. I am fortunate to be working with a highly experienced and passionate team that shares the same ambition: to create real value for the industry and provide impulses that help it grow and move forward.
My immediate priority is to ensure that FRUIT LOGISTICA continues to evolve alongside the needs of our customers and the market. We want to create an environment where meaningful connections are made, valuable insights are shared and innovation is given a stage. Ultimately, our goal is to make every participation in FRUIT LOGISTICA as valuable and impactful as possible.
2. Having spent nearly two decades at Messe Berlin, how has your experience prepared you to lead one of the world’s most important fresh produce trade fairs?
One lesson has stayed with me throughout my career: successful business platforms never stand still. Over nearly two decades at Messe Berlin, I have learned that the most important thing is to listen to the market, understand what industries need and provide the best possible platform to support their success.
This is especially true for the fresh produce industry. Today, the sector is navigating major change – from supply chain shifts and sustainability requirements to changing consumer expectations and geopolitical developments. What has impressed me most is the industry’s ability to adapt. Companies are responding with innovation, resilience and a strong willingness to collaborate.
But it is not only the industry that must evolve. Events like FRUIT LOGISTICA must evolve as well. To stay ahead of the industry’s evolving needs, we continuously enhance our formats, services and content to create greater value for our participants.
3. What opportunities do you see for further strengthening FRUIT LOGISTICA’s position as the global meeting point for the fresh produce industry?
The opportunity is clear: creating even more value for the global fresh produce industry by bringing together the right people, insights and innovations.
With more than 2,600 exhibitors from over 90 countries and around 90,000 participants from more than 150 countries, FRUIT LOGISTICA offers an unmatched global reach. Nowhere else can decision-makers access such a concentrated global network within just three days.
What makes FRUIT LOGISTICA unique is its timing. At the start of the new year, when production is quieter in many parts of Europe, the global fresh produce community comes together to build relationships, exchange knowledge and prepare for the months ahead.
That is why we see significant opportunities to further strengthen our content offering. Through our stages and congress programme, featuring nearly 200 international speakers and hundreds of expert sessions, we bring together leading experts from across the value chain to share insights, discuss trends and explore solutions to the industry’s most pressing challenges. Our goal is to give participants a real knowledge advantage and help them make informed business decisions.
Innovation is another key focus. Through formats such as the FRUIT LOGISTICA Innovation Award, Startup World and the New Product Showcases, we already highlight the ideas shaping the future of fresh produce. Going forward, we want to make these innovations even more visible and accessible, helping visitors discover new products, technologies and business opportunities.
By combining global reach, industry-leading insights and innovation, we aim to further strengthen FRUIT LOGISTICA’s position as the leading meeting point for the international fresh produce industry.
4. Are there any changes, new initiatives, or innovations that exhibitors and visitors can expect under your leadership?
One of the most important developments for FRUIT LOGISTICA 2027 is the launch of our new Buyers Club.
Designed for senior procurement professionals and purchasing decision-makers, it will bring together an exclusive network of 500 leading international buyers from key sourcing markets worldwide. Beyond access to the event itself, members will benefit from exclusive content, global networking opportunities and year-round engagement with the fresh produce community.
At the same time, we are continuing to strengthen FRUIT LOGISTICA as a platform for knowledge exchange. The industry is facing major challenges, from climate risks and evolving consumer expectations to increasingly complex supply chains and geopolitical uncertainty. No company, country or region can solve these challenges alone. The future of fresh produce will be shaped through collaboration.
That is why we continue to invest in our congress programme, bringing together nearly 200 international speakers and hundreds of expert sessions to share insights, discuss solutions and help businesses navigate change. Our aim is to provide participants with the knowledge and perspectives they need to stay ahead of market developments.
Innovation remains another strategic priority. Formats such as the FRUIT LOGISTICA Innovation Award, Startup World and the New Product Showcases already make FRUIT LOGISTICA a leading showcase for new ideas. Going forward, we want to bring these formats together in a more connected innovation journey, showing how ideas evolve into products, technologies and market-ready solutions.
All of these efforts serve the same purpose: creating more value for our community through stronger connections, relevant knowledge and greater visibility for innovation.
5. Looking ahead, what is your long-term vision for FRUIT LOGISTICA, and how would you like the event to evolve over the next five years?
My vision is clear: to keep FRUIT LOGISTICA at the heart of the global fresh produce business.
We listen to our customers, understand their challenges and evolve with their needs. That is how we stay relevant and continue creating more value for the industry.
We facilitate business, strengthen relationships and connect decision-makers from across the value chain. At the same time, we provide the insights, inspiration and visibility needed to drive progress.
When companies are looking for new business opportunities, valuable insights and innovation, FRUIT LOGISTICA should be the first place they turn to.