BIG interview: Murat Ozer on why fresh produce exporters can’t ignore agro-tech anymore

Export markets are shifting, production costs are rising, and growers across the fresh produce industry are being pushed to adapt faster than ever. At the same time, technology, packaging requirements, and climate pressures are reshaping how companies prepare for international trade.

Against this backdrop, the upcoming edition of Interfresh Eurasia Trade Fair is placing stronger attention on agro-technology, export quality, and sustainable production solutions while continuing to expand its international reach.

Fructidor spoke with Murat Ozer, General Director of Interfresh Eurasia, about the countries being targeted for the 2026 edition, the event’s broader strategy for the next year, and the technologies currently becoming priorities for Turkish producers and exporters.

For the 2026 edition, which countries is Interfresh Eurasia targeting? From which countries are participants and exhibitors coming?

Murat Ozer: For the September 2026 edition, Interfresh Eurasia is targeting a broad international audience, particularly from Europe, the Middle East, North Africa, Central Asia, and the Balkans. We are expecting participants and exhibitors from countries such as Germany, Spain, Italy, the Netherlands, Egypt, Morocco, the UAE, Saudi Arabia, Uzbekistan, Kazakhstan, Russia, Ukraine, and many others.

In 2025, Interfresh Eurasia successfully welcomed visitors from 71 countries. For 2026, Interfresh Eurasia aims to attract visitors from more than 100 countries. Our aim is to strengthen Interfresh Eurasia’s position as a key meeting point connecting Europe and Asia for Turkish fresh produce exporters, global buyers, technology providers, and supply chain partners.

What is the “big picture” goal for the next 12 months?

Murat Ozer: Our big-picture goal for the next 12 months is to increase international trade connections and create stronger business opportunities for the fresh fruit and vegetable sector.

We also want to further develop Interfresh Eurasia not only as an exhibition platform, but also as a centre for innovation, knowledge sharing, and sector collaboration. Sustainability, digitalisation, export growth, and agricultural technology will remain major focus areas.

We are seeing a significant push toward sustainable materials in the packaging hall. How are Turkish producers balancing the rising costs of eco-friendly packaging with the strict environmental regulations now being enforced by EU retail chains?

Murat Ozer: Turkish producers are aware that sustainability is no longer optional, especially for exports to the European market. While eco-friendly packaging does increase costs in the short term, many producers see it as a necessary investment to maintain access to EU retail chains and remain competitive internationally.

At the same time, companies are looking for ways to balance these costs through more efficient production methods, recyclable materials, lighter packaging solutions, and long-term partnerships with packaging suppliers.

The agro-technology segment of the show has expanded significantly. In your opinion, which is more critical for the industry right now: high-tech irrigation systems to combat climate unpredictability, or AI-driven sorting and grading lines to ensure export quality?

Murat Ozer: Both technologies are extremely important, but if we look at the current challenges facing the industry, climate-related risks make advanced irrigation systems especially critical today.

Water management and climate adaptation have become essential for maintaining production stability. However, AI-driven sorting and grading technologies are also becoming increasingly necessary to meet export quality standards, reduce waste, and improve operational efficiency.

In reality, the industry needs both solutions working together in order to secure sustainable production and maintain competitiveness in international markets.

Is there anything else you believe is important to mention?

Murat Ozer: Interfresh Eurasia continues to grow as an international business platform for the fresh produce industry. We believe collaboration, innovation, and sustainability will define the future of the sector.

We are expanding our hosted buyer programme and inviting industry professionals from around the world to join us from 8 to 10 September 2026 to discover new opportunities, build partnerships, exchange ideas shaping the future of fresh produce trade, and explore Türkiye’s potential.

Companies interested in exhibiting, visiting, or building new international trade connections through Interfresh Eurasia 2026 can send their inquiry for a free consultation.

Companies interested in exhibiting, visiting, or building new international trade connections through Interfresh Eurasia 2026 can send their inquiry for a free consultation.