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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.