BIG Interview: Murat Ozer on Interfresh Eurasia’s success and future plans

Interfresh Eurasia has cemented its position as a premier event in the fresh produce and food industry, connecting stakeholders across Europe, the Middle East, and beyond. In an exclusive interview with Fructidor, Murat Ozer, General Director of Interfresh Eurasia, reflects on the successes of the 2024 exhibition, the strategies driving its growth, and exciting developments planned for 2025. From record-breaking participation to the launch of a new sister event, Interfood Eurasia, the fair continues to evolve as a vital platform for global trade and innovation in the food and agricultural sectors.

Fructidor: Could you share with us what was planned and achieved for the 2024 exhibition? Could you also provide some numbers?

Murat Ozer: Certainly. In 2024, we expanded significantly. We had participants from 55 countries, an increase compared to previous years. For exhibitors, satisfaction levels improved greatly, with more than 67% rating it as one of the best-organized editions of Interfresh Eurasia. Around 93% of attendees appreciated the fairgrounds and the event's overall structure. We’re proud of this progress and are already looking ahead to 2025, where we will introduce a new exhibition: Interfood Eurasia, which will serve as a twin event to Interfresh Eurasia.

Fructidor: Could you tell us more about the audience? Which countries were most represented among visitors and buyers?

Murat Ozer: The majority of visitors came from Europe, particularly Germany, the Netherlands, Poland, and Belgium. We also welcomed delegations from the UK, which is an important market due to its higher profit margins and demand for quality. Additionally, we saw participation from the Middle East, Far East, and even Ukraine and Russia. This diversity in buyers strengthens our platform and provides Turkish exporters access to high-potential markets.

Fructidor: How is the timing of the event evolving?

Murat Ozer: Yes, for 2025, we’ve moved the dates slightly earlier, to September 18–20, to better accommodate international attendees. This avoids overlaps with major events in Spain and allows for easier travel arrangements. Securing these dates at a busy venue like İzmir Fairground was a challenge, but we managed it, ensuring a seamless experience for all participants.

Fructidor: What other plans are in place for 2025? You mentioned the addition of Interfood Eurasia. Are there any other expansions?

Murat Ozer: Beyond Interfood Eurasia, which will feature frozen, dried, and canned products alongside fresh produce, we’re expanding our marketing efforts. We’re targeting new regions like the Balkans — countries such as Serbia, Bosnia-Herzegovina, and Bulgaria — where regulations and taxes are less stringent compared to Central Europe. This opens new opportunities for exporters. Of course, we will continue focusing on major markets like Germany and the Middle East, and we’re also strengthening our presence in Africa for processed products.

Fructidor: How are exhibitors responding to these developments? Are you seeing increased international participation?

Murat Ozer: Absolutely. We’ve seen growth in international exhibitors, with participants from China, Korea, Germany, Romania, and Russia. For 2025, we’re offering early booking discounts to encourage more exhibitors. International companies can enjoy a 35% discount if they book by December 31, while Turkish companies have already benefitted from earlier rounds of promotions. Rebooking rates are strong, with 42% of Turkish exhibitors already securing their spots.

Fructidor: Lastly, could you share any additional insights into the future of Interfresh Eurasia?

Murat Ozer: Interfresh is evolving to not only highlight fresh produce but also integrate other food categories with Interfood Eurasia. This synergy between the two events will provide a more comprehensive platform for exhibitors and buyers. Additionally, with improved timing and a focus on expanding to new regions, we aim to make 2025 our best year yet. We look forward to welcoming the global fresh produce and food industries to İzmir.

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