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Macfrut Digital is sold out: a total of 500 exhibition units has been reached, against 200 initially planned

Macfrut Digital is sold out: a total of 500 exhibition units has been reached,  against 200 initially planned
Press release


A huge number of participants from China have chosen Macfrut to promote their fruit and vegetables in Europe.

Cesena, 6 August 2020 – Macfrut Digital, 8-10 September 2020, is sold out and has added a new virtual pavilion. In addition to the nine pavilions planned during the launch phase, there is now a tenth pavilion dedicated to international exhibitors, the “Country Pavilion”. In fact, a huge number of participants from China has joined the event along with many others from five continents. China will be present at the digital trade fair for the fruit and vegetable sector with 50 companies representing the various segments of the fruit and vegetable industry, especially production.

‘This is a clear indication that Chinese companies have realised that this project has great potential and that they believe in this way of communicating and doing business,’ explains Renzo Piraccini, President of Macfrut. ‘Today, we need to tackle the market differently compared to just a few months ago. The signs we are receiving from Macfrut Digital point in this direction.’

Also due to the large number of participants from China, the Digital Trade Fair is sold out and registrations have been closed. 500 exhibition units have been taken up, which will represent the entire fruit and vegetable industry. Piraccini continues: ‘The response has been far greater than we could have anticipated. When we presented the Macfrut Digital project three months ago, we set ourselves the target of 200 units. Due to the growing number of requests for participation, we decided to increase the number of units to 500. We have now achieved this goal and are very satisfied with the response, which comes as a challenge for the entire sector. I would like to thank the global network of the ICE – Italian Trade Agency offices for their invaluable contribution.’

Song Juguo, Deputy Director General of the Agricultural Trade Promotion Center, explains: ‘In order to hold business meetings and create business opportunities for Chinese companies, the Agricultural Trade Promotion Center and the Ministry of Agriculture and Rural Affairs of the People’s Republic of China will set up a Chinese national pavilion at Macfrut Digital. More than 50 Chinese companies will participate in the trade fair to showcase their fresh fruit and vegetables, including apples, table grapes, pears and many other fruits such as kiwis, peaches, subtropical fruits such as lychees and lemons, and tropical fruits such as mangoes, and oranges. Buyers will also find chestnuts, walnuts, hazelnuts and other nuts as well as peppers, tomatoes, potatoes and other vegetables.’

The Chinese delegation will also hold a “China-Europe Fruit Business” Forum that will be accessible to everyone on the Macfrut Digital website following registration.

Companies who will submit a participation request from now on will be placed on a special waiting list. For more information, please visit


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Syngenta Tomato Vision centre opens its doors for virtual visitors

Syngenta Tomato Vision centre opens its doors for virtual visitors

“Improve, Inspire & Connect” between growers, retail buyers and consumers to develop the tomato varieties of the future, is the main concept which inspired the creation of Syngenta Tomato Vision.

Located in Maasland of The Netherlands, it was successfully inaugurated and virtually presented live by streaming last May 26th.

The new Syngenta tomato demonstration centre aims at changing? the way tomato varieties are bred and fulfilling? new market demands in the future. The goal of the new modern glasshouse is to ensure a faster introduction of new high-quality varieties. With this new investment Syngenta strengthens its position as leading breeder in a dynamic vegetables market. Tomato Vision centre is now open online, giving the opportunity for virtual visitors to experience the journey remotely.

Creating the tomatoes of the future

Just one year after its building was announced, the new R&D and marketing facility called Tomato Vision opened last May 26th in Maasland, the Netherlands. The centre includes 14.000 m2 of high-tech glasshouse where 800 unique new hybrids (soon 1,000) and more then 100 commercial varieties (soon 120) are tested and selected for specific market needs, using ultra-modern and traditional breeding technologies. Among the most successful ones are of course the Kumato® line, as well as the most promising ones like Dubbo? (Dubbo is just a variety name, no brand… or which one do you mean?) and Yoom®. The greenhouse has been designed to mimic real conditions at the growers, featuring different sections for lit and unlit cultivation with ultimate climate control. An area of 1.500 m2 is open to visitors to offer them a unique first insight into upcoming introductions along with a deeper understanding of Syngenta’s whole active glasshouse portfolio. Tomato Vision is also a platform to engage and connect with customers and? to identify their needs. “We want to develop varieties that truly meet growers’ and customers’ demands. By creating this connection between our breeders and the market, we are able to deliver fine-tuned varieties” said Ruud Kaagman, Global Tomato Crop Unit Head at Syngenta.

Grabbing the digital opportunity

As the Covid-19 pandemic has recently highlighted how digital communications can overcome physical constraints, Tomato Vision was the first horticulture experimental centre to have an inaugural opening online. “This wonderful achievement can now reach our customers and partners around the world. Of course, we would like to welcome our visitors physically as soon as possible, but for now we can bring you Tomato Vision at your desk, wherever this is!” said Ruud Kaagman. Hygiene and biosecurity conditions already challenged the access to glasshouses and the current context makes every meeting in person difficult. By using modern digital communication tools and virtual reality technology, Syngenta Tomato Vision centre started to interact with its virtual visitors and provide them a worthwhile experience, making this centre a truly global resource.

Experiencing tomatoes from concept variety to plate

Syngenta’s tomato portfolio is highly diverse as the result of more than 20 breeding programs around the world. The leading vegetable breeder offers performant varieties in all different segments, for active and passive glasshousing. Tomato Vision invites the visitor to an immersive journey from concept varieties to delicious tomatoes on Syngenta menu, making its portfolio and breeding programs more comprehensible and allowing growers and value chain partners to exchange knowledge, ideas and expectations. This will influence future developments in tomato breeding, encourage cooperation and collaboration between parties and ultimately improve the tomato business for everyone.