LUV Fiera, the event dedicated to innovation and the future of the agri-food sector, has come to a close after bringing together more than 150 speakers to discuss the supply chain’s main challenges.
From competitiveness in international markets to production innovation, environmental sustainability and the social value of agriculture, the event highlighted strategies, projects and new opportunities for sector development.
Among the event’s key appointments, the Table Grape Conference devoted three days to exploring the future of table grapes, examining the challenges facing Mediterranean production and the strategies needed to increase the category’s value in international markets.
The programme addressed innovations in packaging, post-harvest technologies and solutions to preserve product quality and shelf life, alongside the effects of climate change, rising costs and international competition on production decisions.
Other topics included marketing strategies, the development of recognisable brands, consumer engagement, the sustainability of imports into Northern Europe and varietal development. The discussions concluded with a look at the future of distribution, considering retailers’ changing expectations and shifts in consumer preferences.
A shared conclusion emerged from the discussions: fruit quality remains fundamental, but consolidating the market position of table grapes also requires investment in differentiation, innovation, sustainability and collaboration throughout the supply chain.
IVC 235, the new seedless variety connecting Sicily and Apulia
Among the announcements made at LUV Fiera was the launch of IVC 235, a new seedless table grape variety owned by the University of Catania and licensed through the IVC network. Its approval was announced at the fair.
The variety is the result of a genetic improvement programme linking Sicily and Apulia, two strategic regions for Italian table grape production. Developed in Sicily, IVC 235 is expected to enter production in both Sicily and Apulia from 2027, opening up new prospects for growers and strengthening the connection between varietal research and the production sector.
The project provides a concrete example of collaboration between research and the agricultural supply chain in a market that requires varieties capable of meeting the needs of growers, retailers and consumers. Genetic innovation is therefore reaffirmed as one of the tools available to the sector to address market changes and maintain its competitiveness internationally.
Social farming: a proposal for an incentive scheme
Alongside production and commercial issues, LUV Fiera has opened a discussion on the social role of agriculture and the opportunities for agricultural businesses to become key players in initiatives promoting inclusion and community development.
During one of the presentations, a proposal was put forward to introduce an incentive scheme for social farming, designed to recognise and encourage businesses that incorporate inclusion objectives, employment opportunities and positive local impacts into their activities.
Rome City Council’s Food Policy was cited as a possible source of inspiration and a reference point for considering how food policies, sustainability and supply chain responsibility can be integrated.
The proposal opens up a debate on the need to identify practical instruments that recognise businesses’ social commitment and encourage the adoption of practices capable of generating economic and social benefits.
The aim is to promote an agricultural model in which productive capacity goes hand in hand with greater attention to people and communities, recognising the contribution businesses can make beyond food production.
RELATED NEWS: LUV Fiera: the third day gives a voice to Apulian table grape growers
Next edition
Following the conclusion of its second edition, LUV Fiera has announced that the next event will take place on 4, 5 and 6 July 2028, with the aim of consolidating its role as a business and development platform for the sector. The event will be held at the beginning of the table grape marketing season, a strategic period for negotiations and market agreements.
The organisers are already looking ahead to the next edition, which will take place at Nuova Fiera del Levante in Bari on 4, 5 and 6 July 2028. The aim is to consolidate the event as a business and development platform for the sector, coinciding with the start of the table grape marketing season, a strategic phase for negotiations and market agreements.
