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).
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
Networking
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
Advanced protocols for organic blueberry fertilization in open field and soilless systems
Michele Ghezzi
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 Mario Steta (IBO - International Blueberry Organization)
Moderated by Raffaella Quadretti (Myfruit)
Moderated by Raffaella Quadretti (Myfruit)
21 April 2026 · 17:00-18:30
Happy hour
Networking
Blueberry focus
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), Emilio 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 Irritec
22 April 2026 · 11:00-11:20
Varietal strategy: aligning genetics with profitability
Jorge Duarte (Hortitool Consulting)
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)
Qilong Zeng (Agriculture Academy of Nanjing)
Strawberry focus
22 April 2026 · 14:30-16:00
Strawberries 2026: market, varieties and quality update
The current strawberry season under the spotlight of major international players
Round table 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)
Research session
23 April 2026 · 10:00-10:20
Can digital phenotyping boost strawberry breeding value?
Patrizia Zamberletti (Hiphen)
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 seal protecting berry nurseries from phytosanitary risks
Clara Contaldo (CAV CIVI Italia)
