The second edition of Mac Fruit Attraction to be held in Cairo from 22 to 24 April 2017

Cesena – Mac Fruit Attraction MENA (Middle East and North Africa) will be repeated in 2017, to be held in Cairo from 22 to 24 April, once again as part of the Food Africa trade exhibition. For the second year in a row, the international network will be arranged by Cesena Fiera and Feria de Madrid, the two trade fair organisers in this sector of the major European fruit and vegetable producing countries, together with the Lebanese group IFP.
Goal: to promote the European fruit and vegetable supply chain in increasingly strategic markets. Here is some data showing the importance of the area: in 2011, Italy exported apples to Egypt for a total value of 42 million dollars, with a 31.74% share on total imports, whereas in 2015 the value of exports was more than quadrupled, reaching 197 million dollars, equal to 44% of the apples present in the country of the pyramids (source: Ice). The North-African market is also opening up to other European fruit and vegetable produce. Furthermore, many local companies in this sector are showing major interest in Italian packaging technologies and materials.
As a matter of fact, the first edition of Mac Fruit Attraction ended with a highly positive outcome for the approximately 30 participating companies out of a total of 300 exhibitors. The 2016 edition was attended by 10,260 visitors from Egypt, Kenya, Algeria, Tunisia, Jordan and Saudi Arabia. Mac Fruit Attraction has thus contributed to favour new trade contacts and to create new business opportunities for participants.
 
“The geographical region of Mena is becoming strategically more and more important for the European fruit and vegetable supply chain," the President of Macfrut, Renzo Piraccini, explains. "Mac Fruit Attraction is a global platform supporting businesses that intend to initiate trade relations with this area. Today, market globalisation is plain to see. A 40-feet refrigerated container carrying 20 tonnes of apples or other fruit and travelling from a warehouse in the Romagna region to Cairo costs 1,600 euros, 8 cents per kilogram, which is the same cost of transport by lorry between Romagna and Milan. The purpose of trade fairs is to allow traders to establish contacts and to favour dynamics that are applied in practice.”
Cesena, 22 June 2016

Macfrut Press Office
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