Rimini, Italy – Macfrut 2026 officially opened its 43rd edition at the Rimini Expo Centre, reaffirming its position as one of Europe’s leading events for the fresh produce industry and a strategic meeting point for the global fruit and vegetable supply chain.

The opening ceremony was attended by Francesco Lollobrigida, Italy’s Minister of Agriculture, Food Sovereignty and Forestry, alongside ministers from Cameroon, Lebanon, Senegal, and Syria, underscoring the international scope of the exhibition.

Describing the event as more than a trade fair, Lollobrigida said Macfrut has become a strategic platform for strengthening international relations and fostering agricultural development partnerships. He emphasized the importance of the fruit and vegetable sector to Italy’s economy, noting that the government has allocated over €2 billion in direct funding for the supply chain through national investment initiatives, including the National Recovery and Resilience Plan, generating nearly €3 billion in related investments.

Italian fruit and vegetable exports continue to expand

New figures presented during the opening by Nomisma highlighted the economic relevance of Italy’s horticultural sector. According to the study, the country’s fruit and vegetable industry includes more than 150,000 companies operating across 887,000 hectares, generating a production value of approximately €17 billion—equivalent to 26% of Italy’s total agri-food output.

Exports of fresh and processed fruit and vegetables reached €12.9 billion in 2025, accounting for 18% of the country’s total agri-food exports. Between 2020 and 2025, exports rose by 38.1% for vegetables and 37.1% for fruit, with the European Union remaining the main destination for fresh produce shipments.

The report also pointed to increasing pressure from geopolitical tensions, rising logistics costs, climate instability, and phytosanitary challenges—factors that continue to reshape the competitiveness of the European horticultural sector.

Internationalization drives the 2026 edition

According to Lorenzo Galanti, the 2026 edition marks a major step forward in international outreach. Agenzia ICE brought 920 international buyers from more than 80 countries, more than doubling last year’s participation.

More than 5,000 business meetings have already been scheduled between international buyers and Italian exhibitors, reinforcing Macfrut’s role as a business-oriented platform for export development.

This year’s international spotlight is on the Caribbean, with strong representation from the Dominican Republic, Cuba, Costa Rica, Colombia, and Ecuador. South America also expanded its presence, with Brazil and Peru joining returning participants such as Chile and Argentina. More than 20 countries from Sub-Saharan Africa are participating as well.

Innovation and sustainability at the center

For Patrizio Neri, the fair’s strong international participation confirms the strategic role of the fruit and vegetable sector for Italy and global markets. The industry accounts for nearly one-quarter of Italian agricultural production, making Macfrut an important venue for identifying trends and accelerating innovation.

The 2026 edition features several thematic areas dedicated to critical industry challenges, including water management, nursery technologies, biological crop inputs, digital agriculture, berries, healthy minimally processed foods, medicinal plants, and agrivoltaic systems.

Among the featured attractions are two outdoor demonstration areas covering 2,500 square meters, where exhibitors present innovations in fruit production and horticulture. A dedicated startup area hosts 26 emerging companies from different regions, highlighting new technologies and solutions for the supply chain.

Over the course of the three-day event, around 100 conferences and technical sessions are scheduled, focusing on topics such as sustainability, logistics, plant health, and digital transformation.

Strategic platform for global horticulture

With exhibitors from five continents and a record number of international buyers, Macfrut 2026 consolidates its role as a global hub for the horticultural industry. At a time when supply chains face mounting economic and environmental pressures, the event is positioning itself as a strategic platform for promoting innovation, international trade, and collaborative growth.

By combining business opportunities with technological showcases and institutional dialogue, Macfrut continues to strengthen Italy’s role as a leading player in the international fruit and vegetable market while fostering stronger commercial links across Europe, Latin America, Africa, and Asia.

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Is Blockchain the Solution for Agribusiness? In recent years, concerns about food security and ESG practices have increased, leading to a greater appreciation of product origin. Blockchain emerges as a solution for tracking agricultural supply chains. Studies indicate that global investments in blockchain in agriculture could reach $948 million by 2025, with a compound annual growth rate of 48.1% since 2020.

“The data points to growth in the agribusiness sector, mainly due to the security that blockchain technology brings and for creating certification and traceability systems that guarantee the sustainable origin of products, benefiting both consumers and producers. So, I can affirm that exploring and adopting this technology strategically ensures significant benefits that can further boost growth, competitiveness, and trust in the market,” says Diego Guareschi, CMO of Hathor.

Blockchain offers advantages to the market, promoting transparency, efficiency, and sustainability in production. It functions as a decentralized, fraud-proof database, recording operations in chained and immutable blocks, allowing for subsequent analysis of stored information through verifiers.

“A good example of this is the use of QR Codes on product packaging, which when scanned provide data such as water, fertilizer, and energy use in cultivation, as well as the amount of carbon emitted in the process. At the same time, the tool also helps the producer to have better control of their operations, optimizing time and resources by unifying everything in one platform,” he indicates.

He concludes by saying that “by spreading transparency and traceability, blockchain is able to substantially contribute to ensuring a greater commitment to the ESG agenda of one of the important sectors of the Brazilian economy, promoting security and trust among all involved. In the coming years, we can expect its use to continue to grow in the country, driving innovation in agribusiness and increasing competitiveness in the market at the national and international levels.”

Leonardo Gottems