At Macfrut the spotlight is on strawberries

Mon 10/04/2017 by Richard Wilkinson
 The symbol of rebirth of the Italian fresh produce industry and representative fruit of spring will be the star of the

The symbol of rebirth of the Italian fresh produce industry and representative fruit of spring will be the star of the “Strawberry Days”, a series of initiatives to be held from 7 to 13 May in holiday resorts in the Romagna Riviera in conjunction with the international fruit and vegetable trade fair

With 150,000 tonnes produced every year, strawberries have become the symbol of rebirth of the Italian fruit and vegetable industry, of the Romagna region and of its agricultural tradition, as well as the fruit that represents the hospitality of Romagna’s tourist resorts. This is why Macfrut, which this year will be held in the spring from 10 to 12 May in Rimini, in conjunction with the start of the tourist season, has dedicated a special initiative to this fruit called “Strawberry Days”: a fringe event including initiatives, tasting sessions, exhibitions, promotions and a music contest dedicated to strawberries, to be held between Cesena and Rimini from 7 to 13 May. The whole initiative will be accompanied by music, with two tribute evenings to celebrate the 50th anniversary of the legendary Beatles song Strawberry Fields Forever, during which the best Italian Beatles Bands will perform, with themed merchandising, vinyl records and vintage items.
In Italy, strawberry production is concentrated in specific regions such as Basilicata, Campania, Emilia-Romagna, Veneto and Piedmont. With its unique geographical characteristics, Italy can now produce strawberries in several months of the year – grown in Sicily and in other areas in the south of Italy starting from January – up to full production in May. In Emilia-Romagna, but not only, strawberries are grown using integrated production techniques, with low environmental impact and always more frequently with organic farming. Basilicata, the main strawberry-growing region in Italy, will be the Partner Region of Macfrut 2017 and, for the occasion, will organise a tour that will offer participants the opportunity to visit some of the most dynamic fruit and vegetable producers in the Metapontino area, as well as Matera, the European Capital of Culture 2019.

“Strawberry Days is the result of a team effort, created in a short time by bringing together public and private parties, merging agricultural and tourism aspects”, says Renzo Piraccini, President of Cesena Fiera. “We have chosen strawberries for several reasons: it is the symbolic fruit of the 2017 edition of Macfrut and, in 2020, Rimini will host a major international strawberry symposium that is expected to attract 1,000 researchers from all over the world. Strawberries also symbolise the revival of fruit and vegetables, previously in decline but now intensively produced by investing in high quality”.

The “Strawberry Days” initiative has been created with the aim to combine tourism, territory and agriculture with entertainment, vacation and well-being, and strawberries, which more than any other fruit recall an image of freshness and of spring awakening, are the ideal ingredients to create this bond. Exhibitions, events, tasting sessions and promotions in more than 100 major retail outlets will be organised in many tourist resorts in Romagna. The whole initiative will also be filled with music, with various tributes to the Beatles, the historic English band that, 50 years ago, issued the legendary song “Strawberry Fields Forever”, which will serve as the soundtrack to the event.

“Promoting a territory is worthwhile if done in an integrated manner and connecting different sectors: tourism, food and wine, agriculture,” says Simona Caselli, Councillor for Agriculture of the Emilia-Romagna Regional Administration. “Macfrut is not only a trade fair, but also a platform for promoting healthy lifestyles. Strawberry Days goes in this direction, especially in a tourism-friendly city like Rimini. There is a growing interest in fruit and vegetables, also thanks to the great attention to healthy eating: now is the ideal time to promote the sector. Our producers have invested in quality and are focusing on internationalisation: the results are there for all to see.”
Our hope is that the Strawberry Days initiative will contribute to promoting this wholesome fruit with excellent organoleptic qualities, as well as the land that produces it. Strawberry Days is created by Macfrut in collaboration with the Emilia-Romagna Regional Administration, APT Servizi Emilia Romagna, under the patronage of the Municipalities of Cesena and Rimini and with the participation of seven sponsor companies: Almaverde Bio, Bestack, CPR System, Infia, Coop Sole, Solarelli and Valfrutta.

For further information, please visit:

Subscribe to our Newsletter

Most read on social media

Popular news