Reverse agri-food missions in Granada 2027: real opportunity for exporters

Key data

Agri-food companies in Granada have a concrete opportunity in 2027 to open international markets without leaving their province. The agreement signed between ICEX Spain Export and Investments and the Official Chamber of Commerce, Industry, Services and Navigation of Granada, published in the BOE on October 20, 2026 (reference BOE-A-2026-21862), establishes the framework for bringing international buyers and opinion leaders directly to local producers.

This is not a fair or a conventional trade mission. It is a reverse mission: foreign buyers travel to Granada to meet producers, not the other way around. This eliminates one of the main barriers for agri-food SMEs: the cost and complexity of participating in international fairs.

What does this regulation establish?

The agreement defines a collaboration model with clear division of responsibilities between ICEX and the Granada Chamber of Commerce:

Visits to Granadian producers are structured as extensions of reverse missions linked to two leading international fairs:

• Madrid Fusión 2027: international gastronomy and hospitality fair, with buyers from the restaurant sector, gourmet distribution and opinion leaders.
• Fruit Attraction 2027: international fruits and vegetables fair, with distribution buyers, importers and international supermarket chains.

Buyers and opinion leaders attending these fairs in Madrid will extend their stay with a visit to the province of Granada to meet local producers directly. English-language support is guaranteed by the Chamber, eliminating the language barrier for participating companies.

Economic and operational impact

The economic value of this agreement for a Granadian agri-food company can be measured in two dimensions:

Reduced access cost. Participating in Fruit Attraction or Madrid Fusión as an exhibitor can cost several thousand to tens of thousands of euros (stand, travel, personnel, materials). In this model, the company receives buyers at its own facilities and the Chamber assumes the logistics costs of international visitors. The company's effort is concentrated on preparing the visit and presenting its product.

Quality of commercial contact. Buyers recruited by ICEX through its Commercial Offices abroad are qualified contacts: importers, distributors, retail chains and opinion leaders with real purchasing capacity or influence in markets across Europe, Asia, America, Africa and Oceania. This type of direct contact at own facilities has far greater commercial value than a quick meeting at a fair.

Who does it affect?

This agreement is relevant for:

• Agri-food producers in the province of Granada with exportable products or capacity to scale production for international markets.
• Companies with export capacity that have not yet made the international leap and are seeking low-risk first contact with foreign buyers.
• Already active exporters who want to diversify markets or strengthen relationships with buyers in new geographies (Asia, Africa, Oceania).
• Agri-food cooperatives and associations in Granada that can present a joint offering to visiting buyers.
• Companies in the fruit and vegetable sector particularly relevant for Fruit Attraction 2027.
• Companies in the gourmet, oil, wine or differentiated quality products sector with better fit for Madrid Fusión 2027.

Practical example

An olive oil cooperative in the province of Granada that produces extra virgin olive oil with protected designation of origin wants to access distribution buyers in Asian markets, but does not have the budget or structure to participate as an exhibitor in international fairs.

Thanks to this agreement, the cooperative can register as a receiving company in the reverse missions program linked to Fruit Attraction 2027. ICEX, through its Commercial Offices in Asia, selects and recruits importers and distributors from that market who attend the fair in Madrid. After the fair, the Granada Chamber of Commerce organizes the travel of these buyers to the cooperative's facilities in Granada: transport, accommodation, meals and an English-language interpreter are provided by the Chamber.

The result: the cooperative receives qualified Asian buyers at its mill, shows them the production process, has them taste the product and negotiates terms directly. Without having paid for a stand or left Granada.

What should companies do now?

1. Verify if you meet the profile: Confirm that your company is located in the province of Granada and has exportable agri-food products or capacity to adapt them to international markets.
2. Contact the Granada Chamber of Commerce: It is the organization responsible for logistics and local program coordination. Request information about the registration process as a receiving company for 2027 missions.
3. Identify which fair interests you: Madrid Fusión 2027 (gastronomy, hospitality, gourmet products) or Fruit Attraction 2027 (fruits, vegetables, food distribution). Your product profile will determine which is more relevant.
4. Prepare your value proposition in English: International buyers will need basic materials in English: product sheet, catalog, certifications (organic, protected designation of origin, Global G.A.P., etc.) and indicative commercial terms.
5. Review your export capacity: Ensure you have or can obtain health registrations, export certificates and logistics capacity to fulfill international orders if the visit generates real commercial interest.

Official source

View complete regulation at official source

Notice: This article is for informational purposes only and does not constitute legal advice. For specific decisions, consult a qualified professional. Source: https://www.boe.es/diario_boe/txt.php?id=BOE-A-2026-21862