Macfrut aims at varietal innovation

macfrut 2015 2

As part of a fund of 48 million euro allocated by the Ministry of Economic Development to strengthen the most important exhibition centers in Italy, Macfrut (Rimini, 23-25 September) celebrates the obtained institutional support. The event, organized by Cesena Fiera, under the leadership of President Renzo Piraccini, obtained € 1 million for the three year revival project from 2015 to 2017.
"Macfrut is strengthened as an ideal occasion for the international promotion of Italian fruit and vegetables. The biggest setback operators would complain about, was the logistics and we solved this problem by moving the event from Cesena to Rimini which is an excellent exhibition centre. The added value of the Rimini location is the hospitality. At the end of September it allows us to ensure a high standard of accommodation at very good prices which you can hardly find elsewhere in Italy let alone during the year of the Expo. 2.500 high category hotel rooms will be available at 50 euro per night. Operators can organize events, B2B meetings throughout the city and during the fair fast trains will also stop at the Rimini exhibition centre."

The format
Macfrut will occupy six halls, four for the after harvest and the other dedicated to the pre collection. The next edition will concentrate on two main lines. The first one is internationalization, with the presence of buyers especially from Eastern Europe. The show is being presented in partnership with Unicredit which has a great presence in the area. Secondly from the Mediterranean countries, with whom the relationships have been established several years ago.
ICE is the institutional partner that will be dealing with the internationalization together with Cesena Fiera. "The project aims to attract manufacturers from all over the world in Italy inviting them to events and professional tours, but also thanks to events with international partners that we are identifying because we are aware that we are too small for dealing with internationalization alone."
The second line is innovation: "In Europe there isn't an exhibition dedicated to varietal innovation. In Rimini all the major breeders in the world will be present, with their innovations; and the innovative agricultural companies will find all the answers and support they need to stay on the global market. "


by Jessika Pini

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