Macfrut 2025 officially launches with global focus on potatoes and innovation

ITALY – Macfrut 2025 opened its doors today at the Rimini Expo Centre, welcoming global visitors and specialists to one of Europe’s top trade fairs for the fruit and vegetable industry.

This year’s edition shines a spotlight on the potato, with the International Potato Symposium leading the program from May 6 to 8.

The three-day event features 35 speakers from across Europe, Africa, and the Mediterranean. With a focus on trade, farming, and research, Macfrut 2025 offers a wide look at the potato supply chain, alongside exhibits on technology, packaging, logistics, and sustainability.

“The Potato Symposium will feature 35 speakers from across Europe, giving it an international flavour that has long been lacking in Italy,” said Luciano Trentini, the symposium coordinator and an agronomist.

“The timing of this event at Macfrut, the industry’s leading supply chain trade fair, is no coincidence.”

Bringing global attention to local issues

Macfrut 2025 uses its platform to tackle urgent industry questions. On the opening day, European policymakers and trade representatives gathered to discuss market shifts, food processing, and plant health.

Crop protection has taken center stage, with sessions addressing pests like elaterids (click beetles) and Cyperus esculentus, which is now listed by the European and Mediterranean Plant Protection Organisation as a serious invasive species.

On Wednesday, the fair will turn its attention to changing consumption habits and the role of communication in promoting both standard and certified potato varieties. Afternoon sessions will cover plant breeding and how climate stress affects potato crops.

“Potato growers today face more problems than ever, from changing weather to pressure on land and inputs,” said one speaker during a Tuesday session. “This event allows us to talk directly with the people doing the science and those who sell the crop.”

Highlighting Italy’s contributions

Macfrut 2025 also celebrates Italy’s role in the potato sector. On Thursday, visitors will learn about current European research projects and join guided tours to see how companies along the supply chain are working to stay competitive and sustainable.

Six Italian varieties now enjoy Protected Designation of Origin (PDO) or Protected Geographical Indication (PGI) status, including Patata di Bologna DOP and Patata della Sila IGP. These protections show the value of local farming knowledge and add visibility to Italy’s agricultural diversity.

Beyond the symposium, Macfrut offers live demonstrations, a busy exhibition floor, and B2B matchmaking between producers, buyers, and technology providers. With delegates from across the world, the fair sets the stage for key conversations in the fresh produce sector.

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