Macfrut 2023, global boom

The 40th edition of Macfrut, the international trade fair for the fruit and vegetable sector, scheduled to take place at the Rimini Expo Centre (Italy) from 3 to 5 May 2023, is set to break records. The numbers say it all: 1,100 exhibitors representing the entire fruit and vegetable supply chain (production, technologies, packaging, logistics and services), 35% more exhibition space (two more halls), 30% of professionals from abroad (twice as many as in the previous edition), and more than 1,500 accredited international buyers. In addition, there will be themed exhibitions on current trends (Biosolutions, International Blueberry Days, Spices and Medicinal Herbs, Tomato, Plant Nurseries), a double test field featuring technical and technological innovations in the sector, and about 100 events hosted during the trade fair. All this sets Macfrut apart globally as a trade fair that is able to combine – in a single event – three assets that are strategic for the growth of the fruit and vegetable sector: Business, Knowledge and Networking.  The spotlight will be on fruit and vegetables, since this sector plays a key role in the Italian agri-food industry, as shown by ISMEA - Institute of Services for the Agricultural Food Market data: in the agricultural stage, fruit and vegetable production is worth around €15 billion, while in 2022 exports exceeded €10 billion (fresh and processed products). If we look at the entire supply chain, therefore not only production but also technologies, packaging and related services – since Macfrut is a trade fair representing all segments, from farm to fork – the sector is worth twice as much. A global boomThis edition is experiencing a global boom, which is the culmination of a great team effort with the Italian Ministry of Foreign Affairs and International Cooperation (MAECI) through the ICE - Italian Trade Agency, with an unprecedented promotional campaign that involved presenting Macfrut to countries around the world with a total of 50 presentations (20 in person, 30 via streaming). The results of this huge effort can be seen during the three-day trade fair, which this year will also feature an entire hall dedicated to South America. This area under international spotlight will host new entries such as Mexico (12 companies) and El Salvador (6 companies), along with Peru, Chile, Venezuela, Costa Rica, Brazil, Cuba, the Dominican Republic, and Colombia (about 20 companies). Other South American countries (Honduras, Haiti, etc.) will be participating in the institutional stand of IILA and in the ‘PYMES Forum’ dedicated to the agri-food supply chain, promoted by IILA to strengthen relations between Italian and Latin American SMEs. Up to now, 120 companies from this region have registered. This focus session on South America is organised in collaboration with IILA (the Italian-Latin American International Organisation), the Italian Ministry of Foreign Affairs and International Cooperation (MAECI), AICS (Italian Agency for Development Cooperation), and the ICE - Italian Trade Agency. An entire hall will also be dedicated to Africa, which has always been prominently featured at Macfrut. A total of 19 countries will be present, some with many participating companies, such as Ghana (30 companies), Egypt (22), Nigeria (10) and Algeria (10). Another addition is a national stand for Saudi Arabia – it will be the first time at Macfrut for this country – while Turkey will also participate in large numbers. In particular, China will be returning with 30 companies: this is its first participation in a trade fair abroad since the Covid outbreak. Many importers and modern global retail brands will also be attending, including Lulu’ Hypermarket, an Indian retail group with hypermarkets all over the Arabian Peninsula, which will hold an event at Macfrut with its suppliers (participation by invitation only). More than 1,500 accredited buyers have registered for the incoming programme for foreign buyers, organised in collaboration with the ICE - Italian Trade Agency and Macfrut’s network of foreign agents, with more than 5,000 meetings scheduled on the business matching platform. Themed exhibitionsOne of the distinguishing features of the trade fair is that it includes several themed areas with different content, each one co-ordinated by an expert. International Blueberry Days, which will make Macfrut the world capital of blueberries, the symbol fruit of the 2023 edition, will kick off with a study day at the Marche Polytechnic University in Ancona. On 3 May, the Forum will host a Symposium with top scholars and researchers in the field of blueberries (Great Britain, Australia, Turkey, Portugal, China, USA, Chile, Poland and Italy), leading industry players from all over the world (Peru, Chile, USA, South Africa, Great Britain, Italy, Poland, Spain and Portugal), and field visits with technicians and experts. There will also be an exhibition dedicated to blueberries, which will reproduce a shelf as seen in modern retail outlets stacked with different types of products, packaging and price tags. This event is co-ordinated by Professor Bruno Mezzetti of the Marche Polytechnic University along with Thomas Drahorad of NCX Drahorad.  One of the major additions is the Plant Nursery and Varietal Innovation Exhibition, a specialised event and international meeting point for nurserymen, breeders, producers, technicians and researchers in a field that is of strategic importance for the development of modern fruit growing. Workshops focusing on five types of products (Actinidia, Table Grapes, Apple Trees, Cherry Trees and Strawberries) will also be held as part of the event, as well as two “hot tables” on topical issues such as variety piracy and new technologies. A test field will be set up at the trade fair and 50 genetic improvement programmes from all over the world will be presented. This exhibition will be co-ordinated by Professor Stefano Lugli of the University of Modena and Reggio Emilia.  There is plenty of buzz surrounding the Spices & Herbs Global Expo, the first exhibition in Europe dedicated to the world of spices, medicinal herbs and aromatic herbs. About 60 companies will represent the entire supply chain, with many international exhibitors (50%). It will comprise several events: sensory journeys, technical workshops with global experts, aromatic aperitifs, show cooking sessions, an exhibition of professional machinery, and a test field. The Expo will be co-ordinated by FIPPO (Italian Federation of Medicinal Plant Producers), Erboristeria Domani and Cannamela.  The Biosolutions International Event, the exhibition dedicated to natural plant protection, nutrition and biostimulation products, has grown considerably: the exhibition space has doubled in size, with about 40 participating companies. It will also include the Biosolutions International Congress with leading kiwi producers, technical round tables, the Biosolutions Innovation Award dedicated to innovation, and one-to-one meetings with experts. This event will be co-ordinated by Agri2000.  The Red Planet is dedicated to the tomato supply chain and will give leading players in the tomato supply chain, from seed companies to modern retailers, the chance to get together. The event will offer meetings between industry professionals, an exhibition area, and a market research will also be presented. It will be co-ordinated by Professor Roberto Della Casa of the University of Bologna.  The dynamic area is a key showcase for innovations, which this year will double in size (2,800 square metres), for the first time comprising two exhibition halls. On display will be the latest innovations in water-saving technology, the plant nursery sector, sensors, field intervention techniques, research, breeding and much more. The sectors covered will be Plant Nurseries (kiwifruit, cherry trees, table grapes, apple trees, strawberries and a new entry, i.e. chestnut trees), as well as spices, aromatic and medicinal herbs, blueberries, and the Red Planet. The AcquaCampus, dedicated to innovations in irrigation and irrigation technologies and organised in collaboration with ANBI (National Association of Land Reclamation) and CER (Canale Emiliano Romagnolo), will also take centre stage. This area will be co-ordinated by Mr Luciano Trentini, an expert in the field.