Cesena (March 31, 2025) – The presentation of Macfrut 2025, the international fruit and vegetable trade fair, is set to take place on Thursday, April 3 at 10:00 AM at Agenzia ICE in Rome. This event marks the conclusion of a global promotional tour that aimed to attract new exhibitors and visitors from key fruit and vegetable producing countries. The tour culminated with a mission to São Paulo, Brazil, which was supported by the local ICE office.

The mission to São Paulo focused on inviting buyers interested in purchasing Italian fruits, particularly apples and kiwis, which have seen a significant increase in demand due to reduced exports from the Gulf region to the Far East. In the past year alone, Brazil imported over 100,000 tons of Italian apples. This presents a substantial opportunity for Italian exporters, who will find their products showcased at Macfrut 2025.

The fair is expected to host 10 buyers from major Brazilian fruit importers such as Grupo Hotil, Frutart, Frutas Consul, Benassi, La Luna Importadora, and others. Additionally, two buyers from Brazil's largest supermarket chain (Pão de Açúcar) will participate. To further strengthen its presence in the Brazilian market, Macfrut plans to organize a promotional event in November involving Italian companies involved in this sector.

The presentation of Macfrut 2025 will feature high-profile attendees including Francesco Lollobrigida, Minister of Agriculture, Food Sovereignty and Forestry; Matteo Zoppas, President of Agenzia ICE; Sergio Marchi, Director of Ismea; Renzo Piraccini, President of Macfrut; Valentina Vezzali, Olympic Champion and Healthy Food Show ambassador; Silvia Sabbadini from ISHS Biotechnology Symposium; Giancarlo Righini, Agriculture Commissioner for Lazio Region; Marco Riccardo Rusconi from AICS; and Stefano Gagliardi from Assoavi.

Macfrut aims to highlight innovative varieties in horticulture at its upcoming edition. The fair will also include plant nursery areas and international projects such as Pianeta Rosso Spices & Herbs Global Expo and The Healthy Food Show. It is part of a series of events connected globally through collaborations with organizations like the International Potato Symposium.

For more information about Macfrut 2025 or to attend the presentation event live or via streaming registration is required: CLICK HERE