Trade missions across several continents, with a focus on Europe, Central and South America and Africa President Neri: “International exhibitors already make up 40% of the total”
Cesena, Italy, Europe, Central and South America and Africa. Macfrut is on the road across several continents for its 2027 edition, underlining its global character and its drive to tap into strategic markets across the international fresh produce industry. A wide-ranging series of trade missions is rolling out to promote the 44th edition of Macfrut, highlighting the whole supply chain showcased across the three days of the fair, taking place at the Rimini Expo Centre from Tuesday, 20 to Thursday, 22 April. Coordinated in partnership with the Italian trade promotion agency ICE, the missions involve Italian companies and producer associations, business meetings for exploring new market opportunities, incoming buyer missions, site visits and, in some cases, the signing of agreements.
One focus is Europe, with an emphasis on Eastern markets. A visit to Turkey is scheduled for late November. Early December will see a mission to Italy’s main export market, Germany, an initiative involving major importers from German wholesale fresh produce markets. Activities are also planned in Uzbekistan, Poland and Albania in search of new business opportunities.
Momentum is equally strong in Central and South America, where two initiatives have already taken place in Peru and Ecuador, with B2B meetings with companies and sector stakeholders. The next stop will be in the Dominican Republic, a country that has become a strategic presence at the trade fair over the years. Recently, Cecilia Marzocchi, International Team Manager at Macfrut, met the Ambassador of Uruguay to Italy, Alfredo Bogliaccini and Member of Parliament Álvaro Raúl Lima Proserpio. During that encounter Uruguay confirmed its interest in taking part in the 2027 edition of the show.
Two significant national pavilions stand out. First, Costa Rica, where Cesena Fiera President Patrizio Neri met the President of the Republic of Costa Rica, Laura Fernandez Delgado, alongside a sizeable delegation of businesses eager to develop commercial and investment opportunities in the Central American country. Costa Rica used the occasion to confirm its presence at Macfrut 2027.
Chile is also in the spotlight as Featured Country at the 44th edition. President Neri has met Iván Marambio, President of Frutas de Chile, the association that, together with ProChile, will organise Chile’s participation in Macfrut with a prominent space.
Last but not least comes Africa, on which the fair has long focused its attention. Three countries are already at the centre of activity: Egypt, Tunisia and, in particular, Tanzania, which was a guest of Cesena Fiera last October as part of the EU–Tanzania Business Forum roadshow. A mission to East Africa is lined up for 2027 to bolster regional representation at future editions of Macfrut.
“With just over six months to go until the show, Macfrut is going from strength to strength in terms of international turnout compared with the previous edition, in which 40% of exhibitors came from abroad,” explains Patrizio Neri, President of Cesena Fiera-Macfrut. “This underscores a global outlook that makes the fair one of the most international events on the Italian calendar. More than a three-day trade show, it is part of a continuous, year-round engagement strategy. Through relentless relationship-building, overseas missions, and high-level meetings with institutional bodies, enterprises and industry leaders, we are cementing ties with mature markets while opening up new commercial opportunities in emerging areas. Our objective is to establish Macfrut as a permanent networking and commercial platform for both Italian and international businesses, backing their growth and internationalisation twelve months a year.”
