We were all ready to showcase the best of our berries at Macfrut: innovations, growing markets, globally expanding production, new agronomic tools and the results of the most advanced scientific research.
What we were not ready for, however, was the enthusiasm that immediately shaped the atmosphere in Pavilion B2: the thousand colours, the satisfied looks, the embraces between companions on the same journey. Among all participants, there was a stronger awareness of being part of an extraordinary category, one that is growing overall at a double-digit rate and showing positive signs in each of its components.
Strawberries, blueberries, blackberries and raspberries are each recording their own success stories, each marked by unique growth drivers that can serve as a model for the other products in the category.
In the coming days, Italian Berry will publish an in-depth report on the presentations delivered by the experts who took the stage at the Berry Area, the event zone that hosted 37 speakers and three round tables.
If we had to choose one keyword that emerged across the board, it would be "continuity": this concept includes breeders’ efforts to develop stable and reliable varieties, new agronomic approaches aimed at ensuring consistent field results and providing growers with remuneration that is as stable and sustainable as possible, and the efforts of commercial teams to organise — often in real time — global supply calendars.
In short, it is the joint effort of the supply chain to deliver a consistent consumption experience to consumers, without negative surprises. Operators are increasingly aware that the berry category has a natural appeal: on the shelf, it often triggers impulse purchases linked to hedonic consumption and self-gratification. It is up to those who bring the product to the shelf not to disappoint these expectations.
And this is a complex process which, as Mario Steta, President of IBO — the International Blueberry Organization — underlined, requires close attention to the continuity of service and product, as well as rigorous management of the cold chain.
But this focus on the category is often bearing fruit beyond expectations: the growth in blueberry consumption is particularly significant, with volumes in Italy increasing by 50% in 2025 and value by 41%.
Strawberries are also growing thanks to the coordinated efforts of the supply chain, which is increasingly focusing on premium varieties, with results that reward operators through both higher volumes and rising prices: consumers appreciate quality, actively seek it out and are willing to pay a premium compared with standard strawberries.
Blackberries and raspberries are also expanding, with growth in the consumer base even offsetting the disappointing figures showing a decline in per capita consumption.
Those who attended the Berry Area came away with their perception of the category’s great potential strengthened. The great Happy Hour celebration that brought all participants together at the end of the first day was a clear sign of this: the energy of the music played by DJ Alessandro Baldini, the sun warming the crowd, and the many refreshing strawberry drinks.
Everything helped confirm that the Berry Happy Hour has truly begun — and it will not end any time soon. And the Berry Area will be there to create and support fruitful opportunities for meetings, networking and business.
We are already looking forward to meeting again on 20–22 April 2027 to continue the great Berry Happy Hour!
