MACFRUT INTERNATIONAL: from 2015 onwards an innovative format for the fruit and vegetable exhibition

MACFRUT gets ready for changes, in order to strengthen its leadership within the specialized fruit and vegetable exhibitions, among which it gained its status as the main Italian event and one of the most significant ones in Europe. This is the main novelty that emerged during the general meeting of the members of Cesena Fiera, the organizer of the key event of the fruit and vegetable sector (24 – 26 September). The newly-elected Vice-president of Cesena Fiera, Renzo Piraccini, will prepare the 2015 edition of Macfrut, that will be based on the idea of Macfrut International. The main goal is to make Macfrut the meeting point between Italian and international fruit and vegetable producers, focusing on clear strategic subjects: to strengthen its identity as the only showcase-exhibition of fruit and vegetables in Italy and to highlight its role in promoting the fruit and vegetable sector and its internationalization in countries that are fundamental for the Mediterranean Basin. According to the approach that is currently being followed, the Macfrut exhibition will have an innovative travelling format, finding, by means of binding agreements, other exhibition venues that are up to an international event. The reference model is the model that has already been successfully used in the USA with P.M.A., implemented with exhibitions that were added to the existing ones, in strategic countries such as China and Brazil, in order to provide Italian companies with important internationalization opportunities. “We could have rested on our laurels, after the success of Macfrut of the past years, explains the re-elected president Domenico Scarpellini, but we have decided to go on the offensive. There are many challenges and many changes are underway and we will try to give a new boost to the exhibition, through innovative ideas.” The project is based on one of the main strengths of Macfrut: its ability to find its identity and its space also at important exhibitions such as Fruit Logistica in Berlin and Fruit Attraction in Madrid. The role of Macfrut has grown in the past years, thanks to the increasing number of visitors and exhibitors from Eastern Europe and the Mediterranean countries. According to the road map that was suggested this morning during the general meeting of the members of Cesena Fiera, the Macfrut International project should be ready and can be presented at Macfrut 2014, that will be held from 24 to 26 September, and 2015 will be the year of tests, in order to evaluate the implementation of the project and the effectiveness of the proposed changes. For further information: www.macfrut.com