The big news at Macfrut 2026: a larger, more international and more innovative trade fair

Bigger, more international, more innovative. This is how Macfrut, the international trade fair for the fruit and vegetable sector, presents itself as it reaches its 43rd edition. With a unique format, the first big change is the date, scheduled for April, from Tuesday 21st to Thursday 23rd, at the Rimini Expo Centre as always. In addition, there will be a larger exhibition area, with two more pavilions and a new layout, as the fair will be divided into three macro-areas (Pre-Harvest; Post-Harvest; Healthy Food Area). Furthermore, Avocado and Mango will be the star products, with an international focus on Caribbean countries, Sicily as the associated region and many other new features. 

There are three key strengths of this trade fair, which has made the promotion of the sector its distinctive feature: Business, to encourage new commercial contacts with customers and suppliers from all over the world; Networking, with an exclusive B2B service to organise meetings with international buyers and other exhibitors thanks to a specialised platform supported by the Macfrut team; Knowledge, a series of in-depth discussions and thematic areas organised by international experts, which characterise Macfrut as a unique event for understanding the future of the sector. 

Avocado and mango take centre stage 

If there is one product that has made a strong impact on our eating habits, it is the avocado. In fact, it has been included in Italians' shopping baskets according to reports on food consumption carried out by Istat (Italian National Institute of Statistics). Avocados and mangoes have become popular around the world due to their nutritional benefits and versatility in the kitchen. In Italy, avocado consumption has quadrupled in the last decade, with a 694% increase per capita. Similarly, in terms of value, consumption in Italy has grown by +317% in six years (2019-2024), while in the last two years it has grown by +33.5% in 2023 and +12.6% in 2024. This boom has also affected the value of mangoes: +24% in 2023 and +12.6% in 2024. This growth trend, which has affected the whole of Europe, represents an interesting prospect for Sicily, as it is interested in the production of these two types of tropical products. 

Macfrut dedicates two exclusive Business to Business events to both: Avocado Day and Mango Day. These are two separate days designed to facilitate meetings between producers, traders and international buyers. A unique opportunity to make new contacts, close business deals and discover market trends. Participants are offered a specific format, a schedule of personalised meetings, tastings and networking opportunities. 

International focus on Caribbean countries 

If there is one dynamic area in the global fruit and vegetable sector, it is the Caribbean, which benefits from a climate and soil that are ideal for tropical fruit production. In this edition, the countries in this region that have been present at Macfrut for years will take centre stage with business events and presentations alongside leading institutions and export companies. The area includes some of the most important countries in terms of production and export, such as the Dominican Republic, Cuba, Venezuela, Colombia, Panama, Costa Rica, Nicaragua, Honduras, Guatemala and Mexico. This is a territory with an export value of more than $30 billion, capable of generating around $12.8 billion in surplus in the tropical fruit and vegetable segment. 

And although the focus is on Caribbean countries, Macfrut 2026 confirms its global nature through a consolidated programme of international presentations, accompanied by a buyer reception activity in collaboration with the ICE Agency (Agency for the Promotion Abroad and Internationalisation of Italian Companies).  

Sicily as partner region 

The presentation of Macfrut 2026 in Catania is no coincidence, as Sicily will be the partner region for the 43rd edition of the fair. Thanks to its variety of microclimates and the high quality of its products, its fruit and vegetables represent true excellence in the Italian agri-food sector. There are numerous products with PDO certification (Ribera Orange PDO, Etna Prickly Pear PDO, San Cono Prickly Pear PDO, Syracuse Lemon PDO and Bronte Green Pistachio PDO) and PGI certification (Pachino Tomato PGI, Sicilian Blood Orange PGI, Pantelleria Caper PGI, Messina Interdonato Lemon PGI, Leonforte Peach PGI, Canicattì Table Grape PGI, Mazzarrone Table Grape PGI, Ispica Novella Carrot PGI). The products will take centre stage during the three days of the fair, presented and explained to an international audience through an extensive programme of initiatives. 

At the press conference 

Francesco Lollobrigida, Italian Minister of Agriculture, Food Sovereignty and Forestry, in a video message:

 "Macfrut is a great showcase, a place to present what Italy knows how to do and offer in the fruit and vegetable sector, facing the whole world thanks to the presence of so many foreign companies and countries at this event. I am delighted that Sicily is the partner region; a year ago, Sicily hosted the biggest event in the Italian agricultural system during the G7 in Syracuse and with Expo Divinazione, which showcased the greatness of our country to the whole world."

"In terms of added value, we have achieved record figures and surpassed France and Germany, important results that we must not be satisfied with because we must continue to look ahead on the path of quality, sustainability and innovation. All this is the result of a vision that sees the trade fair system as an essential element, because it is in these contexts that our excellence is showcased; as in the case of Macfrut, an increasingly popular event, a showcase where we can show the world our quality products and the innovations of a strategic sector such as fruit and vegetables." 

Renzo Piraccini, CEO of Macfrut:

"Macfrut has made its distinctiveness its unique selling point in the sector. An innovative format that combines business with networking on an exclusive dedicated platform, alongside knowledge to understand the future of the fruit and vegetable sector. The 2026 edition promises to be even bigger, more international and more innovative, with the new date in April allowing the event to grow even further with two additional pavilions." 

New design for the fair

In addition to the date, the big news at Macfrut 2026 will be a new layout for the pavilions, divided into three macro-areas identified by a reference colour to make orientation even easier: Pre-Harvest, Post-Harvest and Healthy Food. Each of these areas will host the various rooms that have always characterised Macfrut as a “knowledge” fair, coordinated by a team of experts and focused on the main topics in the sector. 

The Pre-Harvest area covers everything related to pre-harvesting in the field. More specifically, it will host the Biosolutions Exhibition, dedicated to natural products for plant protection, nutrition and biostimulation; Acqua Campus, on irrigation technologies; Plant Nursery, the exhibition dedicated to the fruit and vegetable nursery production chain; Agrisolar, on agrovoltaic technologies. There will also be a section dedicated to biotechnology, artificial intelligence and robotics. The two demonstration areas dedicated to technologies in the field, which have always been a distinctive feature of the fair, are confirmed, accompanied by technical visits to the field guided by experts. 

The heart of Macfrut is the Post-Harvest area, dedicated to production and sales, packaging, logistics and post-harvest technology. This area also includes two product exhibitions: Red Planet, dedicated to the tomato production chain, and Berry Area, dedicated to the berry production chain.

Finally, there is the Healthy Food Area, dedicated to innovative healthy products, a rapidly expanding sector that involves the sales channel (traditional trade and modern distribution) and HoReCa consumption (restaurants, bars, out-of-home establishments) through collaboration with Fipe (Italian Federation of Public Establishments). The fair will feature all “healthy” products, both fresh and processed, based on fruit and vegetables (and not only that), which will also be promoted in a large arena through nationally renowned testimonials in dialogue with experts, chefs and production companies.

This area will dedicate ample space to innovative organic products presented in a practical version for consumption, as will the Spices&Herbs Global Expo, dedicated to medicinal plants, spices and herbal products.