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Berry Area returns to Macfrut 2026: a renewed format for a 360° experience in the world of berries

Following the success of its first edition, Berry Area is set to return to Macfrut 2026 with a renewed and expanded format. Larger spaces, enhanced services and an integrated programme will guide visitors and professionals through a comprehensive journey into the world of berries.

An immersive 360° experience designed to inspire, connect, and support the growth of the entire supply chain, with content tailored for growers, technicians, buyers and industry stakeholders.

The communication project has never stopped: throughout the year, Berry Area has remained active through this page, social media updates, videos, and ongoing dialogue — all serving the needs of professionals in one of the most dynamic sectors of the fruit and vegetable industry.



Discover all the latest updates on Berry Area 2026


Relive the Berry Area 2025




Berry Area news

Berry cultivation in Italy between consolidation and new challenges
Berry cultivation in Italy between consolidation and new challenges
Cultivated areas show a remarkable 20% growth when compared to 2019, reaching just over 2,500 hectares in total.
Italy’s blueberry growth: insights from Macfrut 2025
Italy’s blueberry growth: insights from Macfrut 2025
Explore Italy’s blueberry market growth with key data from Macfrut 2025: production, exports, domestic demand, and a focus on Piedmont, Sicily, and Calabria.
Designing a blueberry planting correctly: mistakes to avoid according to Marco Butera
Designing a blueberry planting correctly: mistakes to avoid according to Marco Butera
According to Butera, it is essential to start with a strategic analysis: understanding the future quality standards, evaluating market trends, competitors.
The success of berries in Italy: when the consumer drives change
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
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
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.




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