Macfrut 2025 draws record crowds and fresh innovations to Rimini
More than 61,000 visitors attended this year’s trade fair, as companies from across Europe and beyond introduced new products, packaging, and campaigns.
ITALY – The 42nd edition of Macfrut closed on a high note last week with over 61,000 visitors attending the three-day event at the Rimini Expo Centre.
This marks a 10% increase in footfall compared to last year, confirming the event’s growing appeal in the global fruit and vegetable industry.
From 6 to 8 May, the international trade fair hosted 1,400 exhibitors – 40% of them from outside Italy – and welcomed 1,500 international buyers. President of Macfrut, Renzo Piraccini, credited the strong turnout to the event’s unique format and growing reputation.
“Macfrut 2025 in a word? Enthusiastic,” Piraccini said. “That was the prevailing atmosphere in the exhibition halls during the three days. This enthusiasm was shared by industry professionals who have recognised the high level of professionalism the trade fair has achieved in recent editions.”
The fair highlighted industry trends across key areas like sustainable production, international trade, and product development.
Alongside themed pavilions and expert-led symposia, several companies used the platform to announce new campaigns, product varieties, and partnerships.
Product launches and partnerships
Jingold, a major kiwifruit marketer, launched its “Road to 2030” conference during the opening day. Attendees discussed consumer preferences and sustainability targets, while the company introduced its “Jingold Farm” project – a collaboration with xFarm Technologies to apply digital tools in orchard management.
They also organized a Healthy Walk & Run along the Rimini seafront, drawing strong participation on the second morning of the fair.
French firm Sofruileg presented two new kiwifruit types – Haewon, a green variety suitable for warmer winters, and Haegum, a yellow fruit with a longer shelf life. Meanwhile, Italian apple group VIP Val Venosta shared updates on its efforts to provide high-quality apples all year.
The company credited new storage and logistics systems, including automated warehouses, for their progress.
Apofruit, one of Italy’s most respected cooperatives, marked its 65th anniversary with a special ceremony attended by Paolo Bruni, president of CSO Italy. “It is an honour for me to be here, because Apofruit was one of the fundamental pillars for the establishment of CSO Italy in 1998,” Bruni said.
“Apofruit was also one of the pioneering companies in the development of fruit and vegetable production further south in Italy.”
Sustainability and packaging innovations
Efforts to reduce plastic use and cut food waste were a key focus. Pro-Gest introduced packaging made from recycled cardboard designed for heavy produce like melons and pumpkins.
I Frutti di Gil, a joint venture between Gruppo Orsero and Cerchia Holding, launched portable berry packs for snacking and out-of-home use.
Technology firm Unitec displayed its latest systems aimed at cutting waste in sorting apples, cherries, and blueberries. These included the Cherry Vision and Uni Trace platforms, which reportedly help save billions of individual fruits every year.
Sorma Group also showcased upgraded tech, including its AI-based Hypervision sorter and an improved packager for citrus fruit.
L’Insalata dell’Orto celebrated its 25th anniversary by launching a new sustainability initiative, further showing that environmental action is no longer a side topic but central to business growth.
With the next edition set for 21 to 23 April 2026, Macfrut has clearly strengthened its position as a key event for global fresh produce professionals.
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