A new kind of trade fair is born. Several novelties presented at Expo Dubai: International Cherry Symposium, Africa Days, Spices & Herbs Global Expo, Smart Agriculture and the Tropical Fruit Congress. Partner region: Emilia-Romagna.


Dubai, 10 December 2021 – ‘Diversity is our strength is the central idea behind the new trade fair strategy. These are the words chosen to present the 39th edition of Macfrut, the only supply chain trade fair for professionals in the fruit and vegetable sector representing all supply chain segments, from production to consumption, to be held from 4 to 6 May 2022 at the Rimini Expo Centre (Italy). This edition is set to mark a turning point by introducing a new kind of trade fair, which will be no longer based only on large numbers, but also on specialisation and experience.

This turning point for Macfrut is based on three main pillars. “More Business”, with more scheduled B2B meetings and targeted invitations to Italian and international buyers. “More Knowledge”, thanks to a number of specialised events divided into thematic areas, developed by a team of experts. “Experience”, a new way of delving into the world of fruit and vegetables by focusing more on values than on volumes, and on seeking innovative trends and content.

‘The 2021 edition of Macfrut has inspired us to plan a new kind of trade fair,’ explains Renzo Piraccini, President of Macfrut. ‘It seems like the days of large numbers are over, but we don’t think it matters that much, as proved by the success of the last edition of our trade fair. We aim to organise a unique and unmissable event for fruit and vegetable specialists that will provide a stimulus for professionals and the opportunity to make new business contacts, as well as to experience the future first-hand. With Macfrut Digital, we pioneered a digital trade fair, and we intend to do the same with Macfrut 2022.’


What’s new at Macfrut 2022

The 39th edition, which was presented to the press this morning at Expo Dubai, in collaboration with the Regional Government of Emilia-Romagna, will be packed with novelties.

Cherries will be the symbol of the 2022 edition. In fact, Macfrut will be the world capital of cherries as it will be hosting the International Cherry Symposium, which will consist of several separate events: a two-day advanced training session held at the University Residential Centre of Bertinoro (2-3 May); a global symposium on key issues relating to the cherry tree (global market, sustainability, varietal innovation and covering systems) at Macfrut (4 May); an event focusing on market trends with the participation of the sector’s leading players and guided visits to leading companies in the sector that will be attending Macfrut (5 May); and, to conclude, a tour of the main cherry tree growers to get a closer look at product innovations (6 May).

On an international level, during the Africa Days, the focus will be on the African continent. One of the scheduled events is the General State of Fruit and Vegetables, which, on the first day, will bring together experts, companies and institutions to discuss crucial aspects for the growth of this sector in the various African countries. On the second day, which will be dedicated to international cooperation, the AICS (Italian Agency for Development Cooperation) projects in Africa will be presented. A number of sessions focusing on specific countries will also be held in order to present African companies to international exporters and European export companies, as well as the opportunities that this receptive and rapidly evolving market has to offer.

Africa Days will be hosted in collaboration with the Italian Ministry of Foreign Affairs and International Cooperation, AICS (Italian Agency for Development Cooperation), ICE-Agenzia – Italian Trade Agency and UNIDO (United Nations Industrial Development Organisation), in partnership with Confindustria Assafrica & Mediterraneo.

A new addition to Macfrut will be the Spices & Herbs Global Expo, an exhibition dedicated to the world of spices and officinal and aromatic herbs. Given that the spice market alone is worth more than $6 billion, it is a unique event in the European trade fair industry, which is sure to attract great interest in the global market. The Spices & Herbs Global Expo will be an exhibition in itself, with an exhibition area featuring professionals from all over the world, business meetings with international buyers and technical workshops. It will be organised in collaboration with Cannamela for the area dedicated to spices, FIPPO (Italian Federation of Medicinal Plant Producers) and Assoerbe for the area dedicated to officinal herbs, and Unaproa (national union of fruit and vegetable, citrus fruit and nut producers’ organisations) for the area dedicated to aromatic herbs.

The Tropical Fruit Congress, now in its third edition, is set to return and will be coordinated by Ncx Drahorad. The spotlight will be on avocados, the exotic fruit par excellence which, over the last few years, has become increasingly popular. In fact, by 2025, avocado consumption is expected to increase globally by 4.8%. The congress will delve into market, consumption and trade trends, as well as technologies and sales strategies, with the participation of experts, buyers and international producers. All this will be complemented by a themed exhibition area, workshops and networking.

Digital innovations for open field farming will take centre stage in the dynamic area, making Macfrut an unprecedented event in the trade fair industry. “Smart Agriculture”, with its 4.0 revolution, will be the key theme of the 2022 edition, with the participation of leading companies that will showcase the latest innovations in the field of precision agriculture: drones, sensors, artificial intelligence, robots and technological equipment specifically designed for the agricultural sector. This area will be coordinated by Rinova, in collaboration with Luciano Trentini, an expert in the field.

Also in the dynamic area, the focus will be on another issue that is pivotal for the future of agriculture: water conservation. Water is universally considered a primary commodity, as demonstrated by Acquacampus. This area, set up by CER (Canale Emiliano Romagnolo) in collaboration with ANBI (National Association of Land Reclamation), will showcase cutting-edge technologies applied to water resources in greenhouses and open fields.

The Biosolutions International Event, the international exhibition dedicated to biostimulants, is also set to return. Biosolutions play a central role: in fact, in order to meet consumer demands, fruit and vegetable production will have to increasing rely on natural plant protection, plant nutrition and biostimulation products. Biosolutions will therefore be featured at Macfrut in an area dedicated to companies operating in this field, along with technical table discussions among professionals. During the Biosolutions Innovation Award ceremony, awards will be conferred to the most outstanding innovations. Agri2000 will be coordinating this area.

The partner region will be Emilia-Romagna, one of Italy’s most productive fruit and vegetable growing areas, which stands out in Europe for its excellent products, of which 44 are DOP (Protected Designation of Origin) and IGP (Protected Geographical Indication) certified. At the trade fair, companies from Emilia-Romagna and their products will be showcased in an exhibition area and through dedicated events and initiatives.