International missions strengthen Macfrut’s global positioning

In preparation for its 43rd edition, Macfrut – the international trade fair for the fruit and vegetable supply chain, scheduled from 21 to 23 April 2026 at the Rimini Expo Centre – is broadening its international scope by holding a series of events around the world throughout the year. Macfrut’s reach extends far beyond the three days of the trade fair, firmly establishing its position as a leading global event for the fruit and vegetable supply chain.

Since last autumn, several international trade missions have been carried out in collaboration with the Italian Trade Agency, embassies, local institutions and sector organisations. These missions aimed to consolidate relationships in key markets, identify new areas for development and create real business opportunities for exhibitors and industry professionals.

The Americas at the core of Macfrut’s international strategy

Macfrut’s international strategy remains strongly focused on the Americas. During its mission to Central America, the delegation visited the Dominican Republic and Panama, meeting with various institutions and export companies.

Macfrut recently signed a three-year agreement with the Ministries of Agriculture and Industry and Trade of the Dominican Republic in Santo Domingo. As part of the agreement, the country will have a large national stand (400 m²) at Macfrut 2026, where it will showcase processed products for the first time alongside institutions, buyers, exporters and producers.

The mission also involved visiting the main tropical fruit production areas, with a special focus on mangoes and avocados, which will take centre stage at Macfrut 2026, with Caribbean countries in the spotlight. The aim is to capitalise on the rapid growth of the global market for these products by creating new business opportunities for producing countries and international buyers.

Colombia, Brazil and Peru on the South American tour

The South American leg of the tour began in Bogotá, Colombia, where Macfrut 2026 was presented to an audience of over 40 producers and exporters, alongside representatives from the country’s leading fruit and vegetable associations and institutional representatives from Italy and Colombia.

Colombia remains a pivotal market for international fruit and vegetable trade. Its supply chain is expanding rapidly, and it is becoming an increasingly important exporter of tropical fruits such as avocados and mangoes to European markets. The mission has successfully improved relations with a country that has long seen Macfrut as its main gateway to the global market.

The Macfrut delegation then moved on to São Paulo, Brazil, an emerging market for European fruit and vegetable exports and a key destination for products such as apples and kiwifruit. This stage of the tour enabled targeted meetings with importers and buyers from major retail chains.

The delegation’s South American programme also included Peru, with stops in Lima and the Piura region. Meetings were held with institutions, industry organisations, universities and fruit and vegetable exporters, highlighting the opportunities offered by Macfrut as an international platform for business and technology in the fruit and vegetable sector.

Asia and Europe among Macfrut’s strategic markets

Asia has also played a key role in Macfrut’s international activities. In Shanghai, during Asia Fresh, International Fruit and Vegetable Trade Fair, Macfrut further strengthened an already established partnership. In addition to attending the trade fair, the mission included on-site activities to analyse the local distribution landscape, such as a visit to the Shanghai market (Shanghai Huizhan), one of China’s major commercial hubs, retail tours and business meetings with leading importers.

In Europe, a series of promotional events were also held, including visits to companies and customers, as well as industry trade fairs in France, Germany, Poland, Spain and Turkey. In December, a presentation was given at the Fruit Business Conference in Moldova, a professional event organised by Moldova Fruct for fruit importers and exporters operating in Eastern European markets. Moldova will attend Macfrut 2026 with its own stand and a delegation of professional visitors.

Patrizio Neri, President of Macfrutl, explains:

"What sets Macfrut apart is that it has always been a global event, showcasing the entire fruit and vegetable supply chain. International trade missions play a crucial role in providing strategic support to companies in key markets, helping them to build strong relationships and explore business opportunities. We are also implementing an incoming buyer programme with the invaluable support of the Italian Trade Agency. It is this year-round activity that cements Macfrut’s status as a leading international platform."

The next missions will take place in Africa, with visits to Angola and Ghana scheduled for February.

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