"This is what the Italian fruit and vegetable system can do when operating in unison"

Macfrut 2023 marks a turning point

At its 40th edition, Macfrut, an international fruit and vegetable fair for professionals from Italy and abroad, has reached its full potential with full halls like never before, more booths, exhibitors, and visitors from all over the world. More importantly, there is still much room for improvement. The contribution by foreign buyers was fundamental, with more than 300 foreign buyers from 57 countries who had 1,500 meetings with Italian exhibitors. These statistics were provided by the Italian National Institute for Exports (Agenzia ICE).   

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"First and foremost, I would like to thank all the exhibitors, institutions, trade associations, the staff of Cesena Fiera, and the team of specialists who worked on this successful edition. This extraordinary edition of Macfrut is proof of what the agricultural fruit and vegetable sector is capable of when it unites for a common goal of adding value to the entire supply chain. We keep building on this great event that our sector deserves," said Renzo Piraccini, president of the fair.

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Although on the first day, Wednesday, 3 May, many visitors and exhibitors struggled to reach the fair due to adverse weather (with a break in the railroad line in the province of Ravenna), the influx of visitors was significant.

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"However, what matters is the good interactions that were made. I have little interest in having thousands of people stop by if there is no business to do. I prefer to talk to two or three companies where something tangible comes out of it. At Macfrut 2023, that goal was largely achieved," said an exhibitor.

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"I am very satisfied with this Macfrut," says the president of a growers' association, "but I encourage the organizers to do even better. Because if it is possible to attract foreign buyers to Italian fruits and vegetables, Macfrut will not have to be second to Berlin. This segment, namely the buyers of fruits and vegetables (not those of technologies, for they are well represented), needs to be further implemented. I would say that this is the goal for 2024, and we will also be there again next year to experience this progress firsthand."

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