Italian Berry takes a new step forward in its journey to support the development of Italy’s berry supply chain.
On the occasion of Macfrut, the editorial project promoted by NCX Drahorad will foster an exclusive opportunity for discussion with the International Blueberry Organization (IBO), the leading international body for the blueberry sector.
More than the single meeting itself, what matters is the signal it sends: strengthening the connection between Italy and the global context at a time when the berry sector is being called to face increasingly complex challenges, from international competitiveness to varietal innovation, from quality to market positioning.
Since its launch in 2019, Italian Berry has stood out for a clear approach: interpreting berries not as a marginal niche within the fruit and vegetable industry, but as a high-potential category to be understood through an international vision, attention to innovation, and the ability to connect operators across the supply chain.
Over the years, Italian Berry has built a specialized information platform capable of bringing to Italy themes, experiences, and models from the main producing countries, helping to raise awareness around the development opportunities of the sector.
This role is now evolving even further. Not only information, but also the activation of relationships, dialogue, and qualified discussion among supply chain stakeholders. In a system that is still fragmented and lacking a truly unified representation, creating opportunities for contact with international interlocutors means helping the sector recognize itself, better understand its positioning, and develop a broader vision.
The initiative planned at Macfrut fits into this trajectory. It is a step fully consistent with the mission Italian Berry has pursued from day one: to be a development hub for Italy’s berry supply chain, capable of circulating information, relationships, and perspectives that can help the entire category grow.
Because today, more than ever, the development of berries in Italy depends not only on volumes or hectares, but on the ability to understand the global context, anticipate change, and build valuable connections.
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