Italian Berry

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Breeding 

09 May 2025

Battistini Vivai: “We look to the future of blueberries with passion and innovation”
Battistini Vivai leads blueberry innovation with new varieties and global projects across Europe, USA, Chile, and Spain.

Markets 

07 May 2025

Italian Strawberries: opportunity or missed chance?
Discover the challenges and opportunities of Italian strawberries: climate, innovation, quality, market, and branding, with focus on Basilicata.

Events 

07 May 2025

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.

Events 

07 May 2025

How to boost berry sales in retail: strategies, formats and winning partnerships
Tasting in the department increases sales of berries in the Italian retail sector. Communication strategies, producer partnerships and family formats enable consumer loyalty and increase sales volumes.

Events 

05 May 2025

Raspberries: trends and critical issues in the supply chain at the Berry Area of Macfrut
Discover new raspberry varieties and the challenges of the sector at the Berry Area of Macfrut 2025, with a focus on Southern Italy and genetic research.

Events 

05 May 2025

Berry Area opens tomorrow at Macfrut 2025
The Berry Area opens tomorrow at Macfrut 2025: an opportunity to discover trends, innovations and prospects in the berries sector and meet operators, buyers and companies from all over the world.

Production 

03 May 2025

Agrion's research on agrivoltaics for blueberries
Agrion and Insolight experiment in Piedmont with agrivoltaics on above-ground blueberries: data, yield and sustainability for the future of specialised agriculture.

Consumption 

02 May 2025

The greenhouse-restaurant in China where hydroponic strawberries grow above the tables
"The scale and sophistication of this structure is unparalleled - it's not just agriculture, it's a tourist attraction," said one tourist.

Research 

01 May 2025

FEM: blueberry focus to rediscover diversity and cultivate the future
The Mach Foundation presents at Macfrut 2025 in Rimini the latest research on blueberry: genetic innovation, quality and sustainability.

Events 

30 Apr 2025

Browse and download the Berry Area visitor guide
The visitor guide includes the full event schedule, experiential tours, the list of all exhibiting companies, and a selection of recommended itineraries.