From premium tomatoes to innovative mini seedless watermelons, Hazera brought fresh ideas and new opportunities to Madrid, connecting consumer preferences with the future of vegetable breeding.

Hazera joined fresh produce professionals from around the world at Fruit Attraction 2026, held on October 6–8 in Madrid, Spain. The international trade fair provided an opportunity to reconnect with customers and partners, explore emerging market needs and showcase Hazera’s latest innovations in two key product categories: premium tomatoes and mini seedless watermelons.

Throughout the three-day event, visitors to Hazera’s booth discovered a colourful selection of varieties developed to deliver excellent flavour, appealing appearance, convenience and added value throughout the fresh produce chain.

A Fresh Take on Tomatoes

Taste took centre stage in Hazera’s tomato showcase, with a diverse portfolio of premium varieties combining flavour, colour, shape and performance.

Highlights included the new red cherry plum tomatoes Draconor, HA48294 and Montezzori, developed for great taste and extended shelf life. The colourful premium selection featured Summer Soul and Summer Cool, two yellow cherry tomatoes, alongside the distinctive green-brown Tentadero.

Visitors were also introduced to Soldragon, a yellow cherry mini plum tomato with extended shelf life, and Goutine, Hazera’s familiar classic taste tomato.

Beyond taste and appearance, Hazera highlighted varieties that offer practical advantages across the value chain. Nemeton is part of Hazera’s “Tomatoes That Work for You” category, built around three key benefits: less labor, less waste and better performance. With its extended shelf life and high fruit quality, Nemeton helps reduce labour requirements, minimize waste and deliver consistent quality throughout the supply chain.

SeedLESS is More: Mini Watermelons, Big Opportunities

SeedLESS is More is the central concept behind Hazera’s mini seedless watermelon showcase, demonstrating how convenience, taste and innovation can create new opportunities for the fresh produce market.

One of the key highlights was Dragon Egg, an innovative seedless watermelon category with a distinctive egg-like shape. Combining the familiar watermelon taste consumers love with a completely new appearance, Dragon Egg introduces an exciting opportunity for product differentiation. Its potential for year-round production across different growing regions, together with high yield makes it a promising addition to the market.

Another highlight was Exotica, a sweet mini seedless watermelon weighing 1.8–2.7 kg, with an intense red flesh colour and convenient size. Designed to meet growing demand for smaller, high-quality watermelons, Exotica offers an appealing combination of flavour, visual attractiveness and practicality.

Connecting Breeding with Market Needs

Hazera’s participation also highlighted the company’s growing focus on its Fresh Chain approach, which connects breeders, growers, retailers and consumers to ensure that innovation responds to real market needs.

Through its dedicated Fresh Chain team, Hazera strengthens collaboration across the fresh produce value chain, bringing market insights directly into the breeding process.

This approach is guided by three key principles:

• Taste: Developing flavourful, high-quality varieties that appeal to consumers and deliver a consistently enjoyable eating experience.
• Innovation: Introducing new shapes, colours, convenient sizes and valuable disease resistance traits, including ToBRFV and powdery mildew (Px) resistance.
• Sustainability: Supporting more efficient production, reducing labour requirements, extending shelf life and helping minimize food waste throughout the supply chain.

Michal Taraska, Global value chain lead at Hazera, sums up the importance of connecting breeding innovation with market needs: “By combining advanced genetics with market insights, we develop varieties that deliver great taste, long shelf life and year-round supply, creating value from field to shelf.”

Fresh Connections, New Opportunities

Fruit Attraction 2026 offered another valuable opportunity to exchange ideas, strengthen relationships and explore future collaborations with partners across the international fresh produce industry.

Hazera would like to thank everyone who visited the booth, tasted the varieties and shared their insights with the team.

We look forward to continuing these conversations and meeting our partners again at Fruit Logistica, February 3–5, 2027, in Berlin.

Fresh starts together.