The MEAT ATTRACTION 2025 fair, which will be held from 25 to 27 February at IFEMA Madrid, will bring together 300 exhibiting companies and thousands of visitors from 50 countries. In this edition, the fair reinforces its role as a reference platform for the meat industry, highlighting innovation, sustainability and digitalisation as key axes of the sector. María José Sánchez, director of the event, gives us an advance look at the main novelties, trends and objectives of this essential event for professionals from the entire value chain.
News from the 2025 edition
▶What are the main novelties presented by this edition of MEAT ATTRACTION?
The main novelties always come from the hands of the exhibitors since it is the companies that lead the innovation of the industry. All professionals will be able to discover the latest in product trends and the most cutting-edge advances in the auxiliary industry, outlining a sector adapted to the demands of consumers and regulations.
🔹 A key event for the meat industry
MEAT ATTRACTION is the only fair in the sector with a completely vertical focus in southern Europe, serving as a strategic meeting point for producers, distributors and the auxiliary industry
▶Has any new initiative been implemented to improve the experience of exhibitors and visitors?
At an organisational level, we are putting the emphasis on offering activities of the greatest possible value for meat industry professionals, as well as a commitment to concentrating them by maintaining those that are of greatest interest with the aim of maintaining a balance between the product offering and the content offering so that visitors can better organise their visit without missing anything. In addition, all of the catering at IFEMA MADRID has been refurbished and exhibitors will have at their disposal an exclusive dining room for them that is comfortable, fast and at a reasonable price.
🔹 Innovation and trends at the centre of the fair
The 2025 edition will pay special attention to sustainability, technology, new formats and digitalisation, with Artificial Intelligence as the protagonist in the transformation of the meat sector
Company participation
▶How many companies are participating in this edition and how many countries do they come from?
We will have 300 companies participating in Meat Attraction 2025 and thousands of visitors from 50 countries, highlighting the high strategic level of the professionals who attend the event.
▶Has there been an increase in the participation of companies compared to previous editions?
In 2025 we are consolidating our biennial nature and, in this line, we have the qualitative objective of consolidating the participation figures and of continuing to maintain that profile of strategic visitor that I mentioned and that is so important for the return of participation and attendance at the event.
🔹 An optimized space for exhibitors and visitors
The experience for attendees has been redesigned, with a better distribution of activities, an exclusive dining room for exhibitors and an offer of strategic content to maximize networking and business opportunities
▶What type of companies predominate at the fair this year (producers, auxiliary industry, technology, etc.)?
Meat Attraction stands out for being the only vertical meat fair in southern Europe, which makes it a reference for all operators and acts as a backbone platform for activity and business and internationalization opportunities for exhibitors, visitors and buyers. With the emphasis on the supply and distribution of fresh products such as meat, meat derivatives, DOP, IGP, ETG and MG quality figures, eco, Halal, Kosher and the IbéricoLand area, the Auxiliary Industry is gaining weight, which brings together companies that offer a variety of services, supplies and equipment for the production, distribution and marketing of meat products.
Importance of sector associations
▶What does it mean for MEAT ATTRACTION to have the support of associations such as ANAFRIC?
It is essential for the success of the event as it allows us to strengthen the credibility and relevance of the event. Associations not only provide specialized knowledge, but also facilitate the connection with key professionals and important players in the sector. In addition, they provide us with valuable insight into current trends, which helps us keep the fair aligned with the needs and expectations of the target audience.
🔹 Objective: consolidation and return on investment
Beyond growth in numbers, the priority of the fair is to ensure that each exhibitor and visitor obtains a real return in terms of business, visibility and internationalization
▶What role do these entities play in the development and consolidation of the fair?
They are an important source of support and strategic advice as they provide their experience and knowledge of market needs and emerging trends, and this allows us to adapt the event and its content to ensure that it meets current demands. In addition, they help attract exhibitors and visitors, given their role as a connection with a wide network of professionals. It is very valuable to work hand in hand with associations, helping to create a more enriching space where participants can obtain real value, establish business relationships and collaborate in the development of the sector.
Impact and trends of sector
▶What are the main trends that are being addressed in this edition?
Sustainability, origin, new formats, technology, new consumer demands, regulation… Fairs are mirrors of the sectors they attract and all of this can be seen at Meat Attraction. Technology and digitalisation, supported by the strong emergence of Artificial Intelligence, have become an essential pillar for the industry, allowing significant improvements in efficiency, sustainability, safety throughout the production chain and personalised consumption.
▶How is innovation and sustainability reflected in the fair and in the meat industry in general?
Innovation is reflected through the presentation of new technologies, more efficient production processes or innovative products that respond to market demands. Sustainability, for its part, through the promotion of more responsible practices in meat production, such as the use of renewable energy, waste reduction or improved animal welfare. These trends will be present in the exhibition and congress part, promoting a more conscious and committed industry with the environment and health.
Expectations and objectives
▶What are the expectations in terms of attendance and impact of this edition?
As I was saying, we are aiming to consolidate the figures from the last edition, which were very good. We need to lay the foundations for good growth and that is our expectation.
▶What are the main objectives that have been set for MEAT ATTRACTION 2025?
In addition to this consolidation, which I insist on, we have the mission of making Meat Attraction an opportunity and that every exhibitor and professional visitor leaves with a return in terms of business, internationalisation, visibility, networking and/or knowledge and wants to return.
Preview of the next edition
▶Are ideas already being considered for the next edition of MEAT ATTRACTION? Is any expansion or significant change planned for the future of the fair?
I think we have to go step by step and the next one we have ahead of us is the celebration of Meat Attraction 2025. Once it is held and we collect feedback from collaborators, exhibitors, visitors and the organisation itself, decisions will be made that will define the next edition. Right now, we are working hard to make this new edition a success.
Message to the sector
▶What message would you like to convey to the meat sector professionals who will attend MEAT ATTRACTION 2025?
In addition to a message of thanks, I would like to emphasize the multiple opportunities that Meat Attraction offers in terms of innovation, business, internationality with our B2Meat buyer program, access to updated knowledge with high-level presentations, practical activities. These are three days in which you can boost your business.
