Macfrut confirms expanded Berry Area for 2026 edition in Rimini

After the strong response to its most recent edition, Macfrut is doubling down on Berry Area for 2026, further developing it as a meeting point for the international berries and strawberries industry. The dedicated space will be expanded and supported by a stronger scientific programme, alongside a growing international presence, when the fair returns to the Rimini Expo Centre from 21 to 23 April 2026.

This decision comes as Italy’s berries sector continues to gain ground. Valued at more than €621 million and posting growth of around 15 percent in 2024, the category remains one of the most dynamic within the fruit market. Against this backdrop, organisers position Berry Area as a practical platform where innovation, production realities and market demand can meet in a sector that consistently outperforms many other fruit segments.

A growing market driving renewed focus

The expansion of Berry Area mirrors the broader performance of the berries sector in Italy, where consumption and value continue to rise. According to Macfrut organisers, the format has proven effective in bringing together breeders, growers, retailers and researchers around shared challenges and opportunities.

Genetics, varieties and production choices under the spotlight

According to Bruno Mezzetti, promoter of Berry Area and coordinator of its technical and scientific committee, the 2026 programme is being finalised in close collaboration with exhibitors and sector stakeholders. A major focus will be placed on strawberry varieties propagated through cloning versus seed, a topic gaining relevance in both genetic research and commercial production.

The aim is to provide growers and industry players with a clearer understanding of the agronomic, breeding and market implications linked to each propagation pathway, supporting more informed production decisions across the supply chain.

Innovation themes from breeding to artificial intelligence

The conference agenda will also address wider innovation themes, including the objectives of modern breeding programmes such as resilience and quality, the growing role of micropropagation in ensuring high plant health standards, and the potential contribution of artificial intelligence to the sector.

Following the presentation of new varieties by breeding companies, a dedicated roundtable will tackle a central question for producers: which variety to plant, balancing technical constraints, agronomic performance and market opportunities.

Berry Area as a bridge between research and the market

Thomas Drahorad, promoter of the initiative, said Berry Area aims to reinforce its role as a bridge between research, production and the market. He added that varietal innovation and the relationship between large-scale retail and consumers will remain central themes, supporting a market trend that operators expect to grow by at least 10 percent by 2030.

Three days of content, tastings and networking

The 2026 edition will once again run over three days, combining international speakers, technical sessions, varietal showcases and open discussions. Two initiatives introduced in 2025 and confirmed for next year are Berry Shop, a virtual supermarket comparing blueberry assortments from major retail outlets, and Berry Taste, a guided tasting route highlighting new strawberry and blueberry varieties from international growers.

New interactive and social formats for 2026

New features will include Berry’s Bar, designed as a central networking hub offering berry-based drinks, and the Berry Dashboard, an interactive station analysing retail berry market dynamics from 2020 to today.

Together, these additions underline Macfrut’s ambition to position Berry Area as both a laboratory for applied innovation and a showcase for the continued growth of the berries sector.

Breeders, growers, and retailers interested in collaborating with Macfrut can send their inquiry for a free consultation.