Fruit Logistica 2026: Where fresh produce meets the future of reefer trade
From February 4–6, 2026, Fruit Logistica once again turned Berlin, Germany into the meeting point for the global fresh produce and logistics industry. With reefer trade developments and future market needs at the center of many discussions, the event provided a great platform to exchange ideas and explore what lies ahead.
Hernán Martínez, Senior Director Global Reefer, Special Cargo & DG
Over 10 years Hapag-Lloyd has been present at Fruit Logistica in Berlin, one of the world's leading trade fairs for fresh produce logistics. Over three days, we scheduled close to 200 meetings with 500 customers who showed strong interest in our logistics solutions from the field to the consumer market. The overwhelming response reinforces our commitment to serving the fresh produce industry. We are proud to be part of the quality campaign launch and showcase quality solutions for our reefer customers.
A big thank you to all our customers and partners who visited our booth and contributed to such engaging and insightful discussions! The strong turnout and collaboration at the event reflected the industry's dynamic landscape and Hapag-Lloyd's focus on reliable, quality-focused reefer solutions.
Our participation at Fruit Logistica 2026 offered exceptional opportunities to connect directly with customers and industry stakeholders from the global fresh produce sector. Over the course of three days, our team held close to 200 meetings with 500 customers, reflecting the great interest in our reefer services and network capabilities.
Together with colleagues from our global reefer business team, we gained meaningful insights into customer needs and shared updates on our latest offerings and quality initiatives.
Clemens Holz, Director Global Reefer, Special Cargo & DG
Your cargo, our promise reflects what Hapag-Lloyd stands for: responsibility, reliability and long-term partnerships with our customers. This commitment is demonstrated not only through direct engagement, such as at trade fairs, but above all in our daily operations. Our teams are focused on delivering consistently high service quality and ensuring that customer requirements are met reliably.
Our key takeaways at a glance:
- Strengthening customer relationships: Meeting customers face-to-face provided valuable insights, allowing us to align expectations, strengthen collaboration, and achieve in days what would otherwise take weeks.
- Showcasing Hapag-Lloyd quality solutions: Promoting reefer value-added services and digital solutions, like Cold Treatment and the new extended liability product Cargo Shield Reefer, Hapag-Lloyd LIVE, Quick Quotes, and Controlled Atmosphere technology.
- Building industry connections: The event also provided an excellent platform to engage with partners, terminals, and authorities, strengthening our relationship with the wider logistics industry.
- Privilege to host brand campaign as the first fair: We had the honor of highlighting our new slogan at the booth: "Your Cargo, our promise." The new quality brand campaign was launched on February 4th and was used for the first time at a trade fair by us as an exhibitor – sharing our quality standards in the reefer business.
Looking ahead, the insights and collaborations from Fruit Logistica laid a strong foundation for the year ahead – reinforcing our promise of reliable service, innovation, and quality across the global fresh produce industry.
We look forward to welcoming you again at Berlin Fruit Logistica next year and continuing the dialogue on how we can support your fresh produce logistics needs!