Macfrut 2017: the international roadshow reached China

A crucial stage for the international promotional tour of the Italian fruit and vegetable trade fair: Macfrut was presented in China, Partner Country for the 2017 edition

Beijing, 16 January 2017  – Some days ago the Embassy of the Republic of Italy in Beijing hosted the presentation of MacFrut 2017, the international trade fair for fruit and vegetable that will be held from 10 to 12 May in Rimini, with China as the partner country. The event is part of a roadshow that promotes the trade fair at the international level – a roadshow that started last October and already reached South America and Africa. In front of many Chinese operator and journalists, the representatives of Macfrut organiser Cesena Fiera presented the innovations of the next edition and explained that Macfrut intends to sponsor a new business path, in which China is bound to become an increasingly strategic market for the Italian and European fruit and vegetable industry.
China has remarkable GDP and consumption growth rates and stands out as a potential market also for other fruit and vegetable produce in addition to what it can already export, especially with the much anticipated lifting of the phytosanitary barriers that currently prevent exports. Something is already going in this direction: in 2016, the Italian orange market was opened and the apple and pear market should follow shortly.
The high potential of this market becomes clear if one considers that around 20% of the Chinese population (ca. 1.4 billion people in total) became wealthy enough to look for high-quality import produce, which should be clearly identifiable as typical and local. In addition to produce, technology (of which Italy is a world leader) is the subject of interest of China's leading importers, many of whom will be attending the 34th edition of Macfrut.
At the Beijing meeting, several innovations have been introduced: on May 10, the opening day of the event, a gala evening will be held for international guests in the charming setting of the Malatesta Castle in Rimini, one of the landmarks of Italian Renaissance, which combines history, creativity and culture – the three main ingredients of the “made in Italy” recipe. The Basilicata Region – the Partner Region for the 2017 edition – will organise a tour that will give the opportunity to see first-hand some of the most dynamic fruit and vegetable producers in the Metapontino area and to visit Matera, the European Capital of Culture 2019. Private flights from Rimini to Pisticci will be available for top buyers.
Macfrut facts
The 34th edition of Macfrut, the international trade fair for the fruit and vegetable sector organised by Cesena Fiera, will be held at the Rimini Expo Centre from 10 to 12 May. Italy is a leading producer of fruit and vegetables and Macfrut is a platform for promoting Italian excellence in terms of product and services in the context of the global market. More than 1,000 exhibitors (23% of which coming from abroad) attended last year’s edition in a 44,000 square metre exhibition area with 8 halls. Last edition welcomed 38,000 visitors (33% of which were international), which corresponds to a 50%-increase compared to the previous edition.

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