The program is organised into five thematic sessions: Technical, Market, Blueberry focus, Strawberry focus and Research.
The events will take place throughout the duration of Macfrut (21–23 April 2026) in the Berry Arena, Hall B2. The meeting of the ITA-IBO Contact Group will be held in the Gardenia Room (invite-only).
Simultaneous Italian–English interpretation is available for all events.
Technical session
21 April 2026 · 10:00-10:30
Advanced diagnostic tools for berry crop management
Jorge Duarte (Hortitool Consulting)
21 April 2026 · 10:30-11:00
The future of raspberries & blackberries: new genetic frontiers
Jorge Duarte (Hortitool Consulting)
21 April 2026 · 11:00-11:30
Blueberries in a global market: implications for growers
Marco R. Butera (BetterBerries)
21 April 2026 · 11:30-12:00
Coffee break
Sponsored by Azcaval, Hortitool Consulting, Sant'Orsola
21 April 2026 · 12:00-12:30
In soil or in pots? Designing a modern production system for blueberries
Marco R. Butera (BetterBerries)
21 April 2026 · 12:30-13:00
Management of abiotic stress in blueberry using glycine betaine and specific polyphenols
Fernando Diez Fontecilla (Nutraktis)
21 April 2026 · 13:00-13:30
Advanced protocols for organic blueberry fertilization in open field and soilless systems
Michele Ghezzi
All-day events
21 April 2026 · 09:30-18:00
Berry shop
Curated by Italian Berry
21 April 2026 · 10:00-15:00
Blueberry consumer test
Fall Creek Farms & Nursery
21 April 2026 · 09:30-18:00
Strawberry pomological exhibition
Hosted by CREA - Hall A1, Stand 121
Market session
21 April 2026 · 14:00-15:30
Italy - IBO contact group
Working meeting (invite-only) - Gardenia Room
21 April 2026 · 15:30-15:50
The Italian berry shopper: purchase behaviour and trends
Valeria Giachino (YouGov)
21 April 2026 · 15:50-16:10
Global expansion: blueberries as a cross-border market opportunity
Mario Steta (IBO - International Blueberry Organization)
21 April 2026 · 16:10-17:00
Berries on the rise: new directions to accelerate growth for Italian retailers
How best to capitalise on the sector’s boom
Round table with Italian retailers and International Blueberry Organization
Speakers: Maurizio Cristoni (Conad), Fabio Ferrari (Coop Italia), Luigi Saitta (Gruppo Arena),Mario Steta (IBO - International Blueberry Organization)
Moderated by Raffaella Quadretti (Myfruit)
Moderated by Raffaella Quadretti (Myfruit)
Sponsored by Rk Growers and Berryway
21 April 2026 · 17:00-18:30
Happy hour
Sponsored by I Frutti di Gil, Rossetta
Blueberry focus
Sponsored by Fall Creek Farm & Nursery
22 April 2026 · 10:00-10:20
Blueberry production, unlocking opportunities, overcoming challenges together
Mario Steta (IBO - International Blueberry Organization)
22 April 2026 · 10:20-10:40
Sekoya premium blueberry: opportunities for growers and consumers
Marius Sponholz (Sekoya), Carlo Lingua (RK Growers), Erminio Colombini (SanLucar) moderated by Thomas Drahorad (Italian Berry)
22 April 2026 · 10:40-11:00
Irrigation and the new EU policies on drought mitigation
Jorge Duarte interviews Ahmed Barr (Irritec)
22 April 2026 · 11:00-11:20
Varietal strategy: aligning genetics with profitability
Jorge Duarte (Hortitool Consulting)
22 April 2026 · 11:20-11:40
Georgia: Europe's premier emerging blueberry supplier
Shota Tsukoshvili, Tornike Phanjavidze (Georgia Blueberry Growers Association)
22 April 2026 · 11:40-12:00
Coffee break
Sponsored by Azcaval, Hortitool Consulting, Sant’Orsola
22 April 2026 · 12:00-12:15
Presentation of the XIV International Rubus and Ribes Symposium (ISHS)
Paolo Zucchi (Sant'Orsola)
22 April 2026 · 12:15-12:30
Presentation of the XII International Symposium on Kiwifruit (ISHS)
Bartolomeo Di Chio (Università della Basilicata)
22 April 2026 · 12:30-12:45
Presentation of the XI International Strawberry Symposium (ISHS)
Eva Vanmarcke (Coöperatie Hoogstraten)
22 April 2026 · 12:45-13:00
Presentation of the XIV International Vaccinium Symposium (ISHS)
Xiaomin Wang (Agriculture Academy of Nanjing)
Strawberry focus
22 April 2026 · 14:30-16:00
Strawberries 2026: market, varieties and quality update
Round table with Mirco Zanelli (Apofruit Italia), Federico Stanzani (CIV - Consorzio Italiano Vivaisti), Pietro Ciardiello (Mediterraneo Group), Carmela Suriano (Nova Siri Genetics), Salvatore Pecchia (Comitato Fragola Basilicata IGP), Francisco del Rosal Garcia (Cuna de Platero), Enrique Muñoz (Freson de Palos).
Moderated by: Cristina Giannetti (CREA).
22 April 2026 · 16:00-16:30
Berries: Italian surfaces stable, market on the rise. Analysis of a high added value industry
Tomas Bosi (CSO Italy)
22 April 2026 · 16:30-17:00
Blueberry consumer test: unlocking the results
Andrea Pergher (Fall Creek Farm & Nursery)
All-day events
22 April 2026 · 09:30-18:00
Berry shop
Curated by Italian Berry
22 April 2026 · 10:00-15:00
Blueberry consumer test
Fall Creek Farms & Nursery
22 April 2026 · 09:30-18:00
Strawberry pomological exhibition
Hosted by CREA - Hall A1, Stand 121
Research session
23 April 2026 · 10:00-10:20
Can digital phenotyping boost strawberry breeding value?
Patrizia Zamberletti (Hiphen)
23 April 2026 · 10:20-10:40
New breeding techniques are becoming a competitive necessity
Bruno Mezzetti (Università Politecnica delle Marche)
23 April 2026 · 11:00-11:20
From breeding to market: the future of strawberries
Alice Patella (CIV Consorzio Italiano Vivaisti)
23 April 2026 · 11:40-12:00
Sant'Orsola: alternative solutions for managing pots for berries
Daniela Mott (Sant'Orsola)
23 April 2026 · 12:00-12:20
In vitro propagation of berry crops: between technical innovation and critical issue management
Massimiliano Meneghini (Battistini Vivai)
23 April 2026 · 12:20-12:40
Production of strawberry mother plants from in vitro material: opportunities and outlook
Valentina Morresi (Salvi Vivai)
23 April 2026 · 12:40-13:00
The “Qualità Vivaistica Italia” certification: a quality standard supporting phytosanitary protection in berry nurseries
Clara Contaldo (CAV CIVI Italia)
All-day events
23 April 2026 · 09:30-17:00
Berry shop
Curated by Italian Berry
23 April 2026 · 09:30-17:00
Strawberry pomological exhibition
Hosted by CREA - Hall A1, Stand 121
