Macfrut in the field, the great new feature of the 2017 edition

24 January 2017

Macfrut will “take the field" to showcase the most advanced technology in the sector. One of the great new features of the 2017 edition will be Macfrut in the field, a large area in the pavilions of the Rimini Expo Centre featuring a real crop field with agricultural machinery in action.

"This true innovation is set to make Macfrut stand out among other fruit and vegetable trade fairs,” explains Renzo Piraccini, President of Cesena Fiera.“We will have an area equipped as in the countryside, where cutting-edge technology applied in fields, especially for horticulture (seeders, transplanters, harvesters, etc.), can be seen in action. Italy is a world leader in this sector and Macfrut is the perfect showcase to promote it."

From 10 to 12 May, a test field will be set up in the pavilions of the Rimini Expo Centre covering an area of 35x20 metres and about 70 centimetres deep. This large area, measuring more than 700 sq. m., will feature the most advanced agricultural machinery in the horticulture sector with live machining demonstrations, as well as new drone technology, which were first introduced in last year’s edition.

It will therefore be a “trade fair within a trade fair”, where the evolution of cutting-edge field technology can be tested first-hand in the presence of international buyers.
Watch the Macfrut in the field video: www.youtube.com/watch?v=Cv3Swg5ReJc
For further information, please visit: www.macfrut.com

Elena Vincenzi and Alice Camellini
International press office Macfrut c/o Fruitecom

PROGNOSFRUIT 2026 – Constance, Germany, 5–7 August 2026

11 May 2026

The Prognosfruit Conference is Europe’s leading annual event for the apple and pear sector, bringing together growers from across Europe and beyond. Prognosfruit 2026 will take place in Constance, Germany, from 5 to 7 August 2026 and will mark a special milestone, celebrating 50 years of uninterrupted editions of the event. Registration is now open, and stakeholders are welcome to register via the Prognosfruit website. »

India-Australia Food Beverage Buyer Seller Meet 2026: new opportunities for the Indian food sector in Australia

11 May 2026

From 11 to 15 June 2026, Melbourne and Sydney will host the India-Australia Food Beverage Buyer Seller Meet 2026, an event designed to strengthen trade cooperation. Trade data shows that the growth potential is significant. India’s food and beverage exports to the Oceania region reached USD 528.2 million in 2024, accounting for 2.4% of the region’s total imports, which stood at USD 21.8 billion. »

SE ASIA Meet Up 2026 Full Program Announced

10 May 2026

Southeast Asia’s shifting consumer landscape Southeast Asia is one of the most diverse and dynamic regions for the global fresh fruit and vegetable business. What are the hottest consumer markets? How is retail evolving across the region? And how can fresh produce marketers best position their products? Going digital: new ways to build fresh produce brands While China continues to blaze a trail in digital marketing, online »