Discover the Agora conference programme - Medfel show opens its doors in 4 months

Discover the Agora conference programme
The show opens its doors in 4 months!
To keep you waiting, here's a glimpse of the programme...

THEMATICS THAT MEET THE CHALLENGES OF THE INDUSTRY

At the heart of the show, the Agora conferences will be the perfect opportunity to decipher the major issues facing professionals in the sector. 

Hosted by Florence Rabut and Olivier Masbou, journalists and experts in the sector, the round tables will address 4 fascinating and particularly topical themes:
Processing: developing French origin in processed F&V.

It's a firmly-established trend: the proportion of processed products in food purchases is increasing, in step with changes in consumer behaviour and lifestyles. Fruit and vegetables are no exception to the rule, and some companies are investing, incorporating processing or developing partnerships into their business models. The stakes are shifting: manufacturers need above all to secure their sourcing, assuming that it will continue to grow in the years to come. So how can these additional volumes be satisfied? What new value-adding opportunities are there for fruit and vegetables? How can the development of high-performance French-origin fruit and vegetable sectors dedicated to the industry be reshaped?

Fruit & vegetable: does communication support consumption?

Whether it is the initiative of individual sectors, trade associations or companies, communication around fruit and vegetables is rife, and some of it haphazard. But is it nevertheless effective in a context where consumption is at best stagnating, sometimes falling? Television, radio, press, social media: which media should be favoured?

Organic sector: what is the impact of new retail concepts? 

Amid the turmoil of the last few years of crisis in the organic produce market, with declining consumption volumes and falling transaction frequencies, food retailers responded swiftly, with general retailers cutting back on their ranges, and specialist organic retailers repositioning their brands and launching new concepts that are more in tune with consumers' new needs. And it seems to be working! Some chains seem to be returning to post-crisis growth. What are these promising new concepts? What are the keys to successful new growth? What are the renewed commitments and ambitions for the future?
The label jungle: obligation or real promotion?

Private labels, quality and origin hallmarks (PDO/AOC, Label rouge, PGI, etc.), bespoke specifications, HEV, organic farming and its various segments, ratings (Nutriscore, Planetscore, etc.): there is an endless list of promises and guarantees around food products. Amid this upsurge, sometimes with the feeling that new criteria are being imposed endlessly, how can we still create differentiation and added value for the companies involved, without 'drowning' consumers? How can we steer consumer preference towards products and sectors that are genuinely more virtuous? In the future, how can consumer information be improved?

FOR THE FIRST TIME ON MEDFEL

medFEL will be the venue for an exclusive Big Debate on a highly topical subject: 'Are fruits and vegetables expensive?'

"Fruit and vegetable prices are soaring": the subject of fruit and vegetable prices is a regular feature in the news. But what does this really mean? What would be a 'fair price' for a kilo of tomatoes or apples? What does the 'price' of fruit and vegetables actually refer to, when there are fifty or so different products up for sale on the same shelf or stall? Moreover, seasonality, climate and bumper or poor harvests can all affect prices, sometimes on a daily basis. Consumers need to be given a reference point, and told what lies behind the price of fruit and vegetables.

Stay tuned, as the speakers in this fascinating debate will be announced soon...

AND ALSO...

A real highlight of medFEL: the much-anticipated summer fruit harvest forecasts will be on the programme.
melons, apricots and plums live at the show 
peaches/nectarines, in webinar format, as part of medFEL Tuesdays on 20 May 2025. 

6 exhibition sectors ● 250 exhibitors expected ● 5,000 visitors expected ● 1,500 business meetings scheduled ● 50 VIP top buyers ● 15 conferences and round tables

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