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Berry Area will be back at Macfrut 2027

The Berry Area 2026 has successfully concluded, confirming its role as the Macfrut format dedicated to strawberries and berries, bringing together exhibitors, operators, technicians, buyers, researchers and industry stakeholders for three days of events, meetings and experiences.

The 2026 edition confirmed the strength of a fast-growing category: in Italy, berries are now worth €769 million and recorded 21% growth in 2025.

Berry Area 2026 was supported by 30 sponsors and featured 37 speakers, with technical sessions, round tables, market focuses, consumer tests, a pomological exhibition, the Berry Shop and networking opportunities.

The key theme emerging from the presentations was continuity: quality, product availability, varietal research, agronomic management, cold chain control and consumer service. A decisive challenge to turn the natural appeal of berries into stable value for the entire supply chain.

Berry Area now looks ahead to the next edition, scheduled for 20–22 April 2027, with a larger exhibition area and an even more integrated, complete and business-oriented experience.

Relive the Berry Area 2026



Berry Area news

Berries: nursery certification and prevention against emerging pathogens
Berries: nursery certification and prevention against emerging pathogens
Climate stress, pathogens and limited crop protection make nursery certification, diagnosis and prevention essential.
China leads global blueberries: technology, substrate crops and research towards 2028
China leads global blueberries: technology, substrate crops and research towards 2028
China nears one million tonnes of blueberries, driven by substrate growing, AI, proprietary genetics and research.
Sant’Orsola: micropropagation, research and ISHS 2027 to drive berry innovation
Sant’Orsola: micropropagation, research and ISHS 2027 to drive berry innovation
Sant’Orsola combines micropropagation, breeding and research with Fondazione Mach to strengthen quality, innovation and year-round berry supply.
Saitta (Gruppo Arena): berries in Sicily grow 50% with flavour at the centre
Saitta (Gruppo Arena): berries in Sicily grow 50% with flavour at the centre
In Sicily, the consumptions of blueberries and strawberries grows thanks to quality, local production, premium mixes and stronger focus on flavour.
Digital phenotyping in strawberries: data and AI accelerate breeding
Digital phenotyping in strawberries: data and AI accelerate breeding
Sensors, drones and software turn field and post-harvest data into decisions for strawberry breeding.
Berry micropropagation: technology and breeding for more efficient nurseries
Berry micropropagation: technology and breeding for more efficient nurseries
Micropropagation, LED lighting and in vivo rooting accelerate nursery production of blueberries and raspberries.




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