22 August 2025
Fruit Attraction 2025: Agraya unites GLOBALG.A.P. and the GGN label in Madrid
From 30 September to 2 October 2025, the Fruit Attraction trade fair in Madrid, Spain will be the stage for the next step in our journey.
Three identities – one vision for the future
At Fruit Attraction 2025, GLOBALG.A.P. and the GGN label will appear together under Agraya GmbH for the first time. The new umbrella company, announced on 29 July, unites both brands and connects people, ideas, and solutions across the global farming network.
Central to Agraya's work is the five pillars – forming the foundation for how we address the evolving needs of the agricultural sector:
Scaling regenerative and climate-smart practices
Advancing farmer empowerment and agency
Promoting inclusive technology and innovation
Enabling collaborative governance and systemic change
Driving equitable value chains
GLOBALG.A.P. will continue to offer solutions that support producers in fostering responsible farming practices and navigating evolving market requirements, while the GGN label will continue to connect certified production with consumer communication in stores. Under Agraya, these brands are part of a stronger, more connected ecosystem ready to address shared challenges and opportunities.
How we are engaging with stakeholders
As Agraya continues to evolve—and following the dissolution of the former GLOBALG.A.P. Advisory Board earlier this year—we are adopting new ways to engage with our stakeholders, grounded in direct and authentic dialogue.
Bringing GLOBALG.A.P. and the GGN label together under one umbrella, Agraya’s direction is guided by actively listening to voices across the entire value chain. Instead of a traditional advisory structure, we are creating interactive opportunities for stakeholders to share their perspectives firsthand. This ensures their input directly shapes our path forward and contributes to building our shared future.
Whether you visit us to learn about our standards, the GGN label, or Agraya’s broader mission, every conversation connects back to a shared purpose: advancing safe, responsible, and future-proof farming together.
The feedback we gather at Fruit Attraction will help set our priorities for 2026 and beyond, ensuring Agraya grows in step with the realities of the marketplace and the people in it.
Secure your spot
Register today to secure your spot at one of the fruit and vegetable sectors’ most influential events and be among the first to experience the future of our organization. We look forward to welcoming you at booth 8A23!
Related links
Visit the Fruit Attraction 2025 page and add the event to your calendar
