Macfrut 2027 is further strengthening its international presence with an extensive programme of trade missions and business meetings across Europe, Central and South America and Africa. The strategy aims to create new business opportunities for participating companies and consolidate the event as an international platform for the fresh produce sector.
The 44th edition of Macfrut will take place from 20 to 22 April 2027 at the Rimini Expo Centre, bringing together the entire fresh produce supply chain. According to Patrizio Neri, president of Cesena Fiera-Macfrut, 40% of exhibitors at the previous edition were already international companies.
The international missions, organised in cooperation with the Italian Trade Agency (ICE), bring together Italian companies and producer organisations with international buyers through B2B meetings, business visits and institutional meetings.
Europe remains a key focus
Europe is one of the main priorities of Macfrut’s international strategy, with particular attention being paid to Eastern European markets.
A trade mission to Türkiye is planned for the end of November, followed by a mission to Germany in early December, which will involve leading importers from the German fruit and vegetable market.
Macfrut’s international agenda also includes activities in Uzbekistan, Poland and Albania, aimed at exploring new business opportunities for participating companies.
Expanding its presence in the Americas
Macfrut has also intensified its activity in Central and South America, where initiatives have already been held in Peru and Ecuador, including B2B meetings with companies and key industry stakeholders.
The next mission will travel to the Dominican Republic, a market with which the trade show has developed a strong relationship over the years.
Meanwhile, Uruguay has expressed interest in participating in Macfrut 2027. This was confirmed following a meeting between Cecilia Marzocchi, Macfrut’s International Team Manager, and Uruguay’s ambassador to Italy, Alfredo Bogliaccini, together with congressman Álvaro Raúl Lima Proserpio.
Costa Rica and Chile in the spotlight
Among the international participants planned for 2027, Costa Rica will have a prominent role. Its participation in Macfrut 2027 was confirmed following a meeting between Patrizio Neri and Costa Rican President Laura Fernández Delgado.
The meeting was attended by a delegation of companies interested in developing trade and investment opportunities in the Central American country.
Chile will be the Country of Honour at the 44th edition. Its participation will be organised by Frutas de Chile and ProChile, which will have a significant presence at the exhibition.
Neri has already met with Iván Marambio, president of Frutas de Chile, to discuss preparations for the country’s participation.
Africa gains importance in Macfrut’s strategy
Africa is another region where Macfrut is strengthening its international focus. The trade show is currently paying particular attention to Egypt, Tunisia and Tanzania.
Tanzania was invited by Cesena Fiera during the road show of the EU-Tanzania Investment and Business Forum held last October.
Looking ahead to 2027, Macfrut is also planning an institutional mission to East Africa aimed at consolidating the participation of countries from the region in future editions of the trade show.
Building an international platform all year round
With more than six months to go before Macfrut 2027, the organisers report a positive trend in international participation compared with the previous edition.
“This confirms the global character that makes the trade show one of the most international events on the Italian calendar,” says Patrizio Neri, who stresses that internationalisation is not limited to the three days of the exhibition.
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The strategy involves trade missions, institutional relations and meetings with companies and industry operators throughout the year, helping to consolidate established markets while opening up new opportunities in emerging regions.
Cesena Fiera’s goal is to turn Macfrut into a permanent platform for meeting, business development and internationalisation for Italian and international companies, supporting them throughout the year in their growth and expansion into new markets.
