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

"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

Read more:

Extend your ASIA FRUIT LOGISTICA 2026 experience with the China Study Tour Programme

14 July 2026

The programme has been prepared as a series of curated industry visits enabling participants to gain first-hand knowledge of how the Chinese fresh produce sector operates. Beyond the exhibition floor, it offers valuable opportunities to meet leading distributors, importers, wholesalers, and retailers, while exploring potential new business connections and »

India Foodex 2026: India’s Food Processing Sector Gains Momentum

13 July 2026

India Foodex, India’s flagship exhibition dedicated to the food processing and allied industries, returns for its 17th edition at a time when the sector is becoming one of the key pillars of the country’s economic transformation. Bringing together agriculture, food processing, advanced technologies, and market opportunities, India Foodex reflects the growing importance of »

European Fruits continues its promotional activities in Poland

13 July 2026

Following a successful launch of its promotional activities in Poland during the first year of the programme, the European campaign European Fruits returned to Warsaw, continuing its initiatives aimed at raising public awareness of the quality, safety, and nutritional value of fresh European fruit. The event was organised as part of the European programme European Fruits, co-funded by the European »