Once again this year, ISMEA is present at Macfrut, taking place from 6 to 8 May 2025, with an institutional stand in Hall D5, booth 067.
This participation is part of ISMEA’s broader commitment to the fresh produce sector, which ranks first in terms of value in Italy’s agricultural output. According to ISMEA, in 2024 the fruit and vegetable industry reached a value of €17 billion, representing 23% of the total. Italy is a European leader in several crops—apples, grapes, kiwis, hazelnuts—and boasts 126 IG certifications. The sector includes 258,000 farms cultivating over 1 million hectares and 1,650 processing companies, helping drive agri-food exports, which reached €12.3 billion.
Little chefs at the fair
At the heart of the stand are activities for children as part of the EU “Fruit and Vegetables in Schools” programme, developed together with CREA and its researchers specialised in Food and Nutrition.
Six classes from the “Maria Pascucci” Primary School in Santarcangelo di Romagna (FC) are involved in sensory and creative workshops: children aged 7 to 9 will explore flavours and seasonality through a mystery box of fruit and vegetables, prepare a healthy snack and illustrate a story through drawings. CREA will also offer a short educational session on healthy eating habits, including a guided tasting of seasonal fresh products.
The project is part of the European programme promoted in Italy by the Ministry of Agriculture, Food Sovereignty and Forests and implemented by ISMEA, aiming to promote healthy eating habits and engage families and school communities.
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“Being present at Macfrut alongside CREA is a real opportunity to highlight ISMEA’s support for the fresh produce sector,” says Sergio Marchi, Director General of ISMEA. “We thank the organisers of Macfrut and Cesena Fiera for this event, which has become an international benchmark. Through our presence, we share data, analysis, and educational activities for young people—like these workshops inspired by the European ‘Fruit and Vegetables in Schools’ programme.”
“CREA is attending Macfrut in synergy with ISMEA to showcase applied research in the fruit and vegetable sector,” adds Maria Chiara Zaganelli, Director General of CREA. “Our scientific contribution complements the educational and informative aspect of the event, offering practical solutions for a modern, sustainable and competitive agriculture, as well as for a healthy diet based on regular consumption of fruit and vegetables.”
