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Macfrut 3.2 set for its debut in Cesena, Italy, September 23-25

The extensive programme of events is now ready for the Macfrut exhibition to be held at  the Rimini Expo Centre from 23 to 25 September

It’s just a few weeks before the start of Macfrut , the Italian trade show for the fruit and vegetable sector.

Being held at the Rimini Expo Centre in Cesena from September 23-25, this event boasts new exhibition premises, more companies attending, an international preview focused on the retail sector and the markets, a wide-ranging offer of initiatives dedicated to innovation and internationalisation, and a new promotional venue for businesses.

A preview of the exhibition will take place on September 22 at Cesena Fiera: the Macfrut Forum, a conference entirely dedicated to the retail sector and the markets, which will comprise three sessions including several meetings with opinion leaders and key players in the sector, who will introduce current topics of interest, trends and major challenges faced by the supply chain.

After 23 September, Macfrut will move to Rimini Fiera, at a new exhibition centre with 6 halls and 11 exhibition areas. The new location will facilitate connections thanks to the presence, at the premises, of a station on the Milan to Bari railway line (Trenitalia Frecce trains). It will create new synergies thanks to Flora Trade, the international trade fair dedicated to horticulture, which will be held at the same time. 

The three-day event will bring together major players of the supply chain, offering a comprehensive overview of the international fruit and vegetable market, with a full calendar of events including conferences, workshops and technical seminars to address the key trends of the supply chain.

As part of the event, the Macfrut Innovation Award will also be awarded by a panel of experts to the major technological innovations in terms of environmental and economic sustainability and improvement in product quality, to be presented for the first time at Macfrut 2015. The award ceremony is scheduled for Friday 25 September.

Moreover, this year, there will be many new features. The Fruit & Veg Fantasy Show, to be hosted in the entrance hall, will mark its debut in a trade version. The prestigious Italian magazine Gambero Rosso will be livening up this area, which will feature show cooking focusing on fruit and vegetables, as well as educational activities organised by the “Scuole del Gambero Rosso” to present contents and ideal preparation methods for fruit and vegetables.

On the occasion of Macfrut, in collaboration with the CRPV (Crop Production Research Centre), six professional tours will be organised to local companies in the fruit and vegetable supply chain, especially for specialised operators and buyers from abroad. Visitors will be able to experience four sectors “first-hand” by taking part in the tours scheduled on the days of the Macfrut event: field production, processing warehouses, fruit and vegetable markets and supermarkets.

A special focus on food and wine: during the three-day trade fair, visitors and their hosts will have the chance to book a tour in Cesena and the Romagna area, based on local food, wine and culture.

You can find the complete Macfrut programme with detailed information at

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International operators to be key players at Macfrut

Being held at the Rimini Expo Centre (Italy) from the 23-25 of this month, Macfrut has already received confirmation of participation from many international importers, distributors and retailers.

From Italy to Saudi Arabia and from Spain to South Korea, a large number of buyers have already registered for Macfrut, the international trade fair for the fruit and vegetable sector, seeking original products and innovative solutions.

Being held at the Rimini Expo Centre (Italy) from the 23-25 of this month, Macfrut has already received confirmation of participation from many international importers, distributors and retailers.

Spain is participating with a delegation representing Kölla Valencia, in pursuit of new opportunities for Iberian products on the Italian market. “We would be glad to have the chance to make contacts with Italian Supermarkets attending the trade fair so we can offer them our products,” says Jenny Porsia, sales manager for Spanish products for Italy.

Saudi Arabia
Operators from Saudi Arabia, such as the importer Francaise Food, attend the event for the key reasons of discovering new products and searching for suppliers. The commercial manager at Al Jazeerah Shopping Center, which, for 2016, expects a considerable increase in sales volumes. “Part of our vision for 2016 is to bring plenty of exciting fresh flavours and new products to our market. We are also in the final stages of negotiation with two other existing supermarket chains to take over their business,” Van Satden explains.

South Korea
Visitors from South Korea will include Jinwom Trading. The manager of the food distribution company, Hwan Kim, explains: “I would like to obtain information on fresh fruits that can be exported to Korea, or could potentially be available for export to Korea, and I hope we can establish new business relationships with the exporters or growers concerned.”

Macfrut 2015 will also feature Colombia, as demonstrated by the participation of Vivasvan. Commercial manager Sandra Bolívar said: “The Macfrut trade fair is one of the leading European events in the fruit and vegetable sector, since a large number of varieties of these products will be showcased for visitors from the EU, and we are sure that it will meet the needs of the participating countries.”

Another important participant will be Coop Italia, which will be attending Macfrut 2015 with its own exhibition space and will host a convention with its suppliers from all over Italy and from other European countries. “We have chosen Macfrut because we are impressed with this relaunch project,” said Claudio Mazzini, head of the fruit and vegetable department.


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Egypt the Fruit Logistica 2016 partner country

Egypt first exhibited at FRUIT LOGISTICA in 1999. The Egyptian exhibition presence is organised by the Egypt Expo & Convention Authority (EECA).

Egypt has been named as the official partner country for Fruit Logistica 2016, taking place February 3-5 in Berlin.

Event organisers said in a press release that the North African country will focus on demonstrating its potential and presenting its high-quality products to win over trade visitors.

Messe Berlin CEO Dr. Christian Göke: “The history of agriculture in Egypt dates back more than 5,000 years – no other country in the world can look back on such a wealth of experience. Today, Egypt plays a significant role in the global fresh produce industry with substantial fruit and vegetable exports to 145 countries.”

Egypt exported USD 2 billion worth of fresh produce in the 2013/2014 season, primarily to Russia, Saudi Arabia and Great Britain. Iraq, the UAE, Libya, Italy, the Netherlands and Kuwait are also important customers. Export volumes rose from 1.7 million tons in 2005/2006 to 2.9 million tons in  2013/2014, a 69% increase.

In the 2013/2014 season, Egypt’s main exports included citrus fruits (1,142,000 tons), potatoes (688,000 tons), onions (359,000 tons), grapes (99,000 tons), pomegranates (85,000 tons), strawberries (34,000 tons) and green beans (31,000 tonn).

Egypt first exhibited at Fruit Logistica in 1999. The Egyptian exhibition presence is organised by the Egypt Expo & Convention Authority (EECA)

Source: Fruit Logistica

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How to be a must-see at Fruit Attraction

Organisers of this year’s Fruit Attraction fair in Madrid aim to attract 1,000 companies and 46,000 professionals from 90 countries.

Ten tips for success at the 2015 event from Fruit Attraction managing director Raúl Calleja

Organisers of this year’s Fruit Attraction aim to attract 1,000 companies and 46,000 professionals from 90 countries.
At a recent workshop organised by the 5 al Día organisation, Fruit Attraction managing director Raúl Calleja shared his advice on how to maximise success from this annual event in Madrid.
“You’re not buying square metres but the interest of thousands of clients. It’s a commercial tool for starting business relationships with operators worldwide and increasingly the market international buyers use to select products,” Calleja stressed.

Here are his tips:

1. Organise your participation together with the FA15 organisers
Find out what tools they can put at your disposal and let them share their experience to develop your strategy.

2. Stand out from the crowd
Create a message to communicate that is specific to Fruit Attraction 2015 and that will capture the attention of your targets.

3 Ensure this message appears in all you do to promote your participation
It should take centre stage in your stand image, corporate identity, pre-show, invitations, ads in the trade press. the goal is to make yourself a must-see at FA15! Get people talking about your company and products before the event – create expectations and interest.

4. Pre-show calls to action & organisation
Create an enticing invitation for your desired visitors telling them where you’ll be and why to see you. It’s not enough to just say “Visit us”.
The goal is to generate traffic to your stand with pre-show marketing and promotion. Consider sharing promotion costs with other companies. Organise social media, web banners, newsletters and so on.

5 Make use of the Fruit Attraction programme for international guests
You may be able to invite someone with their costs paid.

6 Harness the tools for exhibitors in the Trade Meeting Point

7 Get your stand design right
Research shows that when someone enters a stand area, with their eyes they look around left to right but physically they usually move from right to left. Keep this in mind and orientate your stand accordingly.

8 Prepare your team for the stand.

Your stand is a point of reception so your representatives should always be identified in some way so visitors know who to speak to. Your stand should also be a centre of organisation that helps optimise your time.

9 Make your stand design the most functional possible

Remember, it’s your headquarters while you’re there.

10 Take advantage of all the promotional tools that FA15 puts at your disposal

Follow updates:
Twitter: @fruitattraction
Facebook: /fruitattraction
Fruit Attraction web:

See Calleja’s original presentation in Spanish via the link here.


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Canada’s largest fresh produce event taking place in April

‘Educate, Innovate, Create’ is the theme of this year’s Canadian Produce Marketing Association (CPMA) convention and trade show.

CPMA’s new initiatives optimise the show’s utility for busy participants and focus on the keys to increasing fruit and vegetable sales

‘Educate, Innovate, Create’ is the theme of this year’s Canadian Produce Marketing Association (CPMA) convention and trade show.

The largest fresh produce event in Canada, it will take place in Quebec from April 15–17 at Montreal’s Palais des Congress. The show is expected to attract more than 3,000 participants.

CPMA president Ron Lemaire said the event brings together members not only of the Canadian but also the whole North American and global supply chains. “It’s one of best events because it’s not as massive as Fruit Logistica or the PMA yet all the key stakeholders are still there.”

The ‘Educate, Innovate, Create’ theme reflects the three keys to increasing fresh produce consumption, Lemaire said.

President Ron Lemaire.jpg

CPMA president Ron Lemaire

Innovation showcase for new products

Price is naturally important to Canadian consumers but they are also looking for quality and taste, where innovation plays a big role.

The event’s trade show and new product showcase is a “must see,” covering diverse new retail ideas from around the world ranging from packaging – including new types enabling longer shelf life – to marketing – such as ready–to–eat programs, he said.

Speed learning in comfy lounge areas

New this year are ‘learning lounges’. Lemaire said these offer busy attendees a concentrated burst of knowledge as an alternative to longer sessions or workshops. The idea emerged from feedback that more and more people want opportunities to acquire useful information fast – something they can “consume when back in the office.” After all, they are at the event to build business and need to get back out among the diverse stakeholders present and more than 250 companies showcasing products, he said.

Spread around the venue, the  lounges will be relaxed settings where small groups of 25–30 people will gather for 15 minute informal discussions with experts. There will be repeats of the sessions topics, which will cover issues from marketing to retail, such as emerging trends and technology, how to use Canada’s new ‘Half Your Plate’ campaign to drive fruit and veggie consumption, and where the North American regulatory framework is headed.

Retail program

The event also includes a retail program which retail produce managers can attend for free to expand their product knowledge. Topics such as banana production, merchandising leafy greens, and in-store positioning of hothouse produce will be among those covered. “They then walk the trade show floor to see some of the new packaging and products and, in an ideal world, return to their stores to share their increased knowledge so their store can provide expert advice to consumers.”

The latter is increasingly important because product knowledge helps drive sales but is a challenge given Canada’s wide product diversity and a transient and often part–time workforce.

Some of Canada’s top retailers will be featured in the event’s opening session, and a lunch-time panel on the Thursday will bring together retail leaders from the US “to discuss what’s new and exciting and how the entire supply chain must work together to grow the market.”

During the Friday brunch, the CPMA will recognise leaders in the industry during its annual awards ceremony, Lemaire said.

Register at

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Fruit Logistica 2015 sets new visitor record

south ent from fl site


About 65,000 trade visitors – up from from 62,000 last year – attended Fruit Logistica 2015 in Berlin, setting a new attendance record for the annual event.

Held February 4–6, the fair featured 2,785 exhibitors from 83 countries, compared to last year’s more than 2,600 exhibitors from 84 countries. They presented information to trade visitors from about 130 countries, compared to 141 in 2014.

According to organisers, both exhibitors and visitors praised the complete market overview of the fresh produce industry the event provided and its excellent opportunities to make contact with wholesalers, retailers, fruit and vegetable growers, importers and exporters. The 2015 edition cemented Fruit Logistica’s role “as the world’s leading trade fair for the fresh produce industry.”



Messe Berlin GmbH CEO Christian Göke said that “in addition to its undisputed position as a business platform, this year’s Fruit Logistica strengthened its leading role as a platform for innovation for the international fresh produce trade.”

Products on show included fresh, unprocessed fruit and vegetables; dried fruit; nuts; herbs and spices; organic products and flowers.

Suppliers of products and services for packaging, storage, transport, warehousing and product presentation also exhibited.


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This year’s medFEL likely to attract about 6,000 visitors


About 6,000 visitors are expected to attend this year’s medFEL, being held April 21-23 in Perpignan, France.

Thanks to the launch of medFEL TECH, the event now attracts representatives from the entire fruit and vegetable industry, ranging from products through to packaging, seed producers and plant breeders, and logistics and cold chain practitioners.

A powerful tool for prospecting new business, medFEL encompasses more than 35 export markets and this year its visitors are expected to include 120 VIP buyers from Algeria, Bahrain, Bangladesh, Brazil, Colombia, Egypt, Hong Kong, Ivory Coast, India, Lebanon, Luxembourg, Oman, Qatar, Saudi Arabia, Singapore, Sweden, Tunisia, United Arab Emirates and Vietnam.

More than 4,000 BtoB meetings will be scheduled with exhibitors.

Focus on apples

With apples taking centre stage, fruit and vegetable producers from the French regions (Languedoc-Roussillon, Loire Valley, Provence-Alpes-Côte d’Azur etc.) and Mediterranean countries (Greece, Morocco, Tunisia, Spain, Italy, Egypt, Algeria, Portugal, Turkey etc.) will shine the spotlight on every type of apple available to customers.

The major apple brands, such as Blue Whale, Cofruid’Oc Méditerranée, J.M.C. Fruits, Tifanette, Vog etc., will be exhibiting their produce alongside all the other varieties of fruit and vegetables.

Key issues

The consequences of the Russian embargo and five crop forecasts (apricot, peach, melon, plum and apple) will be the focus of a programme of debates designed to appeal to the media and medFEL visitors.

Organising committee president Chantal Passat said medFEL is responding to the demand for innovation, which is a key driver of the sector’s competitiveness.

”This will help our stakeholders to maintain a strong position in export markets and meet the changing expectations of consumers,” Passat said.




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7th international conference ‘Potatoes & Vegetables of Ukraine-2015′



To be held February 27 at KyivExpoPlaza in Kiev, Ukraine, the International Conference ‘Potatoes & Vegetables of Ukraine’ is one of the leading fruit and vegetable events in Eastern Europe. It is also the only event gathering  all leading growers of potatoes and traditional vegetables (onions, white cabbage, carrots, table beets) in Ukraine, as well as a large number of foreign experts.

The conference is traditionally held in Kiev on February 27. as will be the case this year, when it will take place in conjunction with Storage Expo: Fruits & Vegetables and Industrial Cold exhibitions, held February 25-27.

Domestic and foreign speakers will give presentations on all key issues of the potato and vegetable businesses.

The conference is co-organized by Ukrainian Association of Potato Producers.

Key conference subjects:

– The fundamental Ukrainian potato and vegetable production and price forecast for the 2015/16 season;

– The situation in the market for early produce;

– Foreign trade in potatoes and traditional vegetables: potential, new directions, price prospects;

– Potato and vegetable business under current economic conditions: investment attractiveness and possible niches;

– Modern seed growing trends in the sector;

– Foreign experts’ technological master-classes on produce growing;

– The potato and vegetable processing sector prospects;

– Modern approaches to potato and vegetable handling and storage;

– Efficient produce marketing and promotion in the market;

– Another meeting of Ukrainian Association of Potato Producers.

Organizational moments:

– Special conditions of participation offered for exhibitors of Storage Expo: Fruits & Vegetables and Industrial Cold exhibitions

– Discounts for participation for those registered before February 1

– Applications to be accepted until February 23

– A discount of 30% on the study ‘Fruit & Vegetable market of Ukraine-2015. Results and Forecasts for the Next Season’.

Forecasts for next season

The organisers will also offer a variety of advertising and sponsorship options as relevant under current market conditions as possible.

For more information about the event, preliminary program, conditions of participation and application form visit or contact Mr Ievgen Kuzin tel: +380 (562) 321595, ext. – 341 cell: +380 96 5836323


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France’s MedFEL 2015 to feature new tech business gathering



Apples will be in the spotlight at next year’s MedFEL in Perpignan, the 7th edition of France’s ‘must-attend’ trade fair for the fruit and vegetable sector.

To be held April 21-23 at the Parc des Expositions (Exhibition centre), MedFEL 2015 will provide a comprehensive overview of apples and forecasts for this and four other fruits (apricots, peaches, melons and plums) as part of the programme of debates.

And the event features the launch of MedFEL Tech, a business gathering for fresh produce suppliers from the Mediterranean – which will see pre-production professionals invited to exhibit for the first time – as well as discussions on the difficulties facing the fruit and vegetable sector, the consequences of the Russian embargo, and the French agrifood sector contract.

Organised by Sud de France Développement and the Languedoc-Roussillon Regional Council, MedFEL has grown consistently over the last seven years. Last year’s edition attracted 5,315 visitors (up 10% on 2013), including the F&V sector’s most important buyers, and 241 exhibitors, and was the venue for more than 4,000 BtoB meetings.


To register :

Adhesion Group – 35/ 37 rue des Abondances  – 92513 Boulogne Cedex – France

Nicolas Cuissard  – Tel: +33 (0)1 41 86 49 03  – Email :

Press contacts:

Sud de France Développement – Jérôme Bouchindhomme

Tel: +33 [0] 4 99 64 29 36

Adhesion Group – Catherine Bourguignon

Tel : +33 (0)1 41 86 41 27







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Registration starts for Fruits & Vegetables of Ukraine-2014 Conference


Registration starts for Fruits & Vegetables of Ukraine-2014 Conference

Leading fruit and vegetable conference and trade forum in Ukraine expecting visitors from more than 15 countries

Fruit-Inform has opened registration for the 11th annual international conference Fruits & Vegetables of Ukraine-2014.

Taking place December 8-10 at the Rus Hotel, in the centre of Kiev, Ukraine, it is organised in conjunction with the 4th International Trade Forum (December 10), which is recognised as the most professional meeting place for fruit and vegetable suppliers and purchasers in Ukraine.

Fito-Mag is the general sponsor of the conference, highlights of which will include the presentation of the preliminary production, price and trade outlook for Ukraine for the 2015/16 season.


The conference and trade forum will involve more than 300 fruit and vegetable professionals from 15-18 countries, including many fruit and vegetable growers, processing enterprises, retail and wholesale trade representatives, and suppliers of seeds and plants, inputs, equipment and machinery.

More than 30 retail chains and wholesale companies will be involved in the international trade forum, promoting direct negotiations between fresh fruit and vegetable suppliers from Ukraine and many other countries.


There is also the possibility of presenting products and services at the B2B exposition Fruits & Vegetables of Ukraine-2014 with a total floor area of 165 sq m. This exhibition is an opportunity to showcase products of fruit and vegetable growers, suppliers of storage, handling solutions, agrichemistry, machinery, irrigation systems, packaging, seeds, plants and other inputs for the fruit and vegetable business.

More information can be found at: