Berry Area

Organized by

Platinum sponsors

The success of the Berry Area at Macfrut 2025 confirmed the importance of an event for the entire berry chain, where breeders, nurserymen, producers and wholesale and retail trade operators met.

A rich program of events and meetings took place in Hall B2, where an international audience of exhibitors, visitors, experts, researchers and analysts had the opportunity to discuss the opportunities and future challenges of the department's fastest growing category.

Thanks to more than 40 events, the Berry Shop curated by Italian Berry, a hall enlivened by numerous exhibitors' stands and sponsors' activities, for three days the Berry Area became the hub of the berries industry.

A success that Italian Berry helped to bring about, but which has developed and will continue to grow thanks to the numerous and enthusiastic participation of exhibitors and trade visitors.

Italian Berry Magazine - Special edition Berry Area at Macfrut 2025

Exclusive Berry Area events and news

The success of berries in Italy: when the consumer drives change

At Macfrut 2025, Thomas Drahorad's talk at the Berry Area offered a detailed snapshot of the evolution of berry consumption in Italy.

Cuna de Platero: Italy as strategic market for berries

From Spain to Italy, Cuna de Platero focuses on retail stores and premium berries: Cupla, the blueberry variety that raises quality and margins.

Berries speak to the child in us, like popcorn and candy

At the Berry Area of Macfrut 2025, Emanuela Soressi and Laura Maragliano talk about the berry boom: from new buying habits to kid-adults consumers.

Berry Area: download all the presentations

New breeding trends through to the deeper values that drive the consumer: download all the presentations of the speakers in the Berry Area programme.

Italian Strawberries: opportunity or missed chance?

Discover the challenges and opportunities of Italian strawberries: climate, innovation, quality, market, and branding, with focus on Basilicata.

Strawberry contradiction: growing demand, falling supply

Record demand for Italian strawberries in 2025, but supply falls. Discover causes, challenges, strategies, climate, research, export, quality, varieties, innovation, sustainability, consumers, price, labour, retail, AI, genetics, collaboration.