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Macfrut 2025: Najbardziej międzynarodowa i innowacyjna edycja w historii
Interview with Mr. Renzo Piraccini, President of Macfrut
by Anna Dąbrowska
What are the main innovations and highlights of Macfrut 2025 compared to previous editions?
Macfrut 2025, scheduled to take place from 6 to 8 May at the Rimini Expo Centre, is shaping up to be the most comprehensive and international edition to date, thanks to a wide range of content, increasing numbers, and new thematic focuses. This year, the event will host over 1,400 exhibitors, 40% of whom are from abroad, and 1,500 top buyers from all over the world.
What sets Macfrut apart is its integrated format, which brings together three key elements: Business, through pre-scheduled B2B meetings for exhibitors and buyers; Networking, thanks to a digital platform and a dedicated team; and Knowledge, through a rich program of conferences, symposia, and workshops organized in collaboration with leading universities and international scientific institutions.
Among the main focuses of this 42nd edition:
· The International Potato Symposium: an event dedicated to the potato supply chain, the symbolic product of this 42nd edition, with a focus on varietal innovation, markets, and sustainability.
· International Symposium on Biotechnological Tools in Horticulture: organized with the International Society of Horticultural Science (ISHS), this will be a meeting point between plant biotechnology research and the production chain. One of its main aims is to provide scientific and technical updates on technologies applied to in vitro plant cultivation, propagation, and the development of new, resilient, high-quality varieties.
· Biosolutions International Event: a showcase dedicated to natural products for plant protection, nutrition and biostimulation. Biosolutions will be explored in all their aspects through a broad array of specialized initiatives: an exhibition area, an international congress (this year dedicated to the peach), the Biosolutions Innovation Award recognizing the most innovative products, and technical round tables reserved for exhibitors and sponsors. A major new feature of the upcoming edition is the presence of companies producing sustainability technologies such as drones, decision support systems (DSS), and artificial intelligence.
· Plant Nursery Area: this hall is dedicated to innovation in the nursery supply chain. It will host the international symposium "VIP” (Varieties International Project), consisting of four in-depth seminars on the latest results of international public and private breeding projects. Together with leading experts, breeders and publishers from around the world, the most recent innovations in actinidia, citrus, stone fruit and pome fruit varieties will be presented.
· Berry Area: this space will feature events in the Berry Show area, exhibiting companies, and business pathways dedicated to the berry supply chain via the Berry Route, which will guide visitors on a journey through the berry companies located throughout the exhibition. The Berry Area is organized in collaboration with Ncx Drahorad, the Marche Polytechnic University, and Breeding Value.
How has the fruit and vegetable industry evolved in recent years, and what trends do you see shaping its future?
The fruit and vegetable sector is facing major challenges: climate change, limited availability of resources such as water, the need to reduce environmental impact while ensuring economic competitiveness. Added to these are the demands of consumers, who are increasingly drawn to healthy and traceable products.
Macfrut aims to respond to these challenges by offering technical content and practical solutions. The Biosolutions International Event, for example, places the spotlight on the use of natural products and sustainable technologies for crop nutrition and protection. “The Water Revolution” area focuses on the efficient use of water in agriculture, with an emphasis on smart irrigation and alternative sources. The Agrisolar Hall addresses the integration between agricultural production and renewable energy, while “The Healthy Food Show” will be a brand-new format spotlighting innovative fruit and vegetable products with high nutritional value, presented in an experiential journey that combines scientific credibility with language accessible to the general public.
What role does sustainability play in Macfrut, and how is the fair promoting eco-friendly solutions in the industry?
Sustainability is a key theme at Macfrut. The event offers concrete content and tools to support the transition towards a greener, more efficient and more responsible agriculture.
The Biosolutions International Event, for example, will focus on innovations in the field of biosolutions, enabling farmers to reduce their use of chemical pesticides and fertilizers by adopting biostimulants and biocontrol agents.
With “The Water Revolution” exhibition, we promote cutting-edge precision irrigation technologies, also powered by artificial intelligence. Meanwhile, in the Agrisolar Hall, we will showcase agrovoltaic solutions that allow for the combined production of energy and fruit and vegetables.
All this content will be accessible through events, technical round tables, innovation awards, and practical demonstrations, contributing to the dissemination of sustainable models on a global scale.
How does Macfrut support international exhibitors and foster business connections on a global scale?
Thanks to a year-round international promotional campaign, Macfrut 2025 will feature a 6% increase in exhibition space, with over 1,400 exhibitors, 40% from abroad, and will host 1,500 top buyers from all over the world, with a particular focus on major European and international fresh produce importers. Each exhibitor has access to a business matchmaking platform that allows them to schedule B2B meetings with buyers in advance of the trade fair.
This year’s Partner Country will be Egypt, which will feature a large exhibition area with 40 companies. Throughout the three-day event, Egypt will be at the heart of international events, show cooking sessions, meetings and presentations, accompanied by a large institutional and business delegation.
Still within the African continent, significant delegations will come from Mali (around sixty companies), the Democratic Republic of the Congo (over 30) and Ghana (20 companies). New entries include Tanzania with a national stand, and Iraq, which will be attending with the support of UNIDO. More broadly, there will be a strong presence from Central and South America, including Costa Rica, Panama, Chile, the Dominican Republic, Cuba and newcomer Ecuador. Europe will also be well represented, particularly by a large group of producers from Spain.
What opportunities does Macfrut offer to startups and emerging businesses in the agri-food sector?
Macfrut is an ideal platform for startups and emerging companies in the agri-food sector, thanks to its supply chain structure and strong international presence. Young enterprises find not only visibility, but also direct access to concrete tools for growth, innovation and collaboration.
This year, there will be a dedicated space for these businesses: the Meeting Area Start Up, which will also host the workshop “Innovations in Agri-Food: Brainstorming and Networking Strategies for the Future.” The initiative is designed to create an open and constructive space for dialogue among companies, startups, professionals, students and stakeholders, encouraging the meeting of diverse skills and complementary perspectives.
Through an interactive workshop based on the Design Thinking method, participants will be invited to reflect on the main challenges facing the agri-food sector, particularly fruit and vegetables, and work together to identify concrete, sustainable, and innovative solutions. It will be a true ideas lab, aimed at stimulating dialogue and fostering the creation of new professional connections.
The experience gained during the 2024 edition confirmed the value of structured moments of exchange within a leading trade fair like Macfrut, capable of bringing together the sector’s main players.
What message would you like to share with participants and partners attending this year’s edition of Macfrut?
Macfrut is increasingly establishing itself as a unique event in the industry: a showcase for fresh produce on the global stage, a gathering place for the entire sector, and a key source of knowledge and networking for professional development.
We are a growth engine for the promotion of the fruit and vegetable supply chain, one that extends far beyond the three days of the fair, offering year-round support to businesses. All this, with an eye firmly on the new opportunities emerging across the industry.
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