Macfrut 2027 to spotlight kiwifruit, Chile and new agribusiness hub

Macfrut will hold its 44th edition from 20 to 22 April 2027 at Rimini Expo Centre, with a stronger focus on international business, sector integration and new market trends, organiser Cesena Fiera announced.

The next edition will introduce a revised exhibition layout and bring Macfrut together with Growtech Europe and Fieravicola, creating a wider agribusiness platform covering fresh produce, pre-harvest technologies and the poultry sector.

A new event, Macfrut N.E.X.T., will also take place on 19 April, one day before the exhibition officially opens.

Kiwifruit in focus

Kiwifruit has been selected as the Fruit in Focus for 2027.

Italy produces around 400,000 tonnes annually, making it the EU's leading producer and the third largest globally after China and New Zealand.

Production is concentrated mainly in Calabria, Emilia-Romagna, Lazio, Veneto and Piedmont.

Italian kiwifruit exports also strengthened in 2025, increasing by 19.8% in volume and 26.4% in value to around €700 million. Germany remains the main destination, accounting for around a quarter of exports, followed by Spain, Belgium, France and the US.

Macfrut plans dedicated meetings during the fair for growers, traders, buyers and other companies active in the kiwifruit supply chain.

Chile takes centre stage

Chile will participate as Macfrut 2027's Featured Country, reflecting its growing role in the international fruit business.

The country has expanded particularly strongly in cherries. The planted area increased from around 39,600 hectares in 2020 to almost 77,800 hectares in 2025, supported by investment in new varieties.

Chile's fruit exports reached US$8.5 billion in 2025, up 16%, with cherries playing a major role, particularly in shipments to China.

The country is also an important market for Italian suppliers of machinery, packaging, irrigation systems and pre- and post-harvest technologies.

ProChile and Frutas de Chile will take part in a dedicated Chilean exhibition area.

Piedmont joins as partner

Piedmont has been named Partner Region for the 2027 edition.

The region has around 53,000 hectares of fruit and vegetable production, with apples, kiwifruit, peaches, nectarines and hazelnuts among its most important products.

Its certified produce and regional specialities will be promoted through a programme aimed at international buyers and industry visitors.

New agribusiness platform

One of the main changes for 2027 will be the organisation of the halls by product category.

Dedicated areas will cover machinery, technology, packaging, logistics and storage; fresh produce production and marketing; berries; and nurseries and seeds.

Growtech Europe will expand the fair's pre-harvest offer across six halls, while Fieravicola will run at the same time, adding the poultry supply chain to the wider exhibition platform.

Macfrut president Patrizio Neri said the event aims to connect businesses, research, institutions and international markets at a time when the sector is facing increasingly complex changes.

Business before opening day

Macfrut N.E.X.T. will make its debut on 19 April as a closed event for exhibitors, producers, buyers and decision makers.

The programme will examine issues expected to influence the future of fresh produce, including demographic change, macroeconomic trends, consumption, innovation and new business models.

A networking dinner will follow the forum, giving participants an opportunity to establish contacts before the main exhibition begins.

Macfrut will also continue its conference programme during the three-day event.

Among the international meetings already announced is Mediterranean Stone Fruit Outlook 2027, which will focus on the prospects for Mediterranean stone fruit production, markets and supply chains.

Other technical sessions will address climate, water availability, crop protection, seed and nursery innovation, and post-harvest technologies.

Companies interested in potential collaboration with Macfrut can send an inquiry to explore partnership and visibility opportunities around the 2027 edition.