Berry Area

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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.

EVENT CALENDAR

Discover all the latest updates on Berry Area 2026

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Berry Area news

The event calendar of the 2026 Berry Area

The programme includes five thematic sessions: Technology, Market, Blueberry Focus, Strawberry Focus and Research; it will be held in the Berry Arena, Hall B2.

Mario Steta (IBO) at Macfrut 2026 Berry Area: key factors to develop the blueberry business

IBO President Mario Steta will join the Berry Area at Macfrut 2026, bringing a global outlook on the key factors shaping the blueberry supply chain.

Press review Berry Area 2026

The launch of Macfrut for Berry Area 2026 has attracted considerable interest in the press.

Macfrut 2026 focuses on berries with a growing and renewed Berry Area

The Italian berry market accounts for Eur 621 millions and is growing at a pace of 15% annually.

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

Explore Italy’s blueberry market growth with key data from Macfrut 2025: production, exports, domestic demand, and a focus on Piedmont, Sicily, and Calabria.