Following the success of the previous edition, Macfrut is relaunching Berry Area 2026 with renewed determination. The initiative will feature an expanded exhibition space, a strengthened scientific programme and an increasingly international scope. Berry Area once again confirms itself as a key reference point for the entire berries and strawberries supply chain, a sector worth over €621 million in Italy and one that continues to record significant growth, with a +15% increase in 2024. The trade fair will take place from Tuesday 21 to Thursday 23 April 2026 at the Rimini Expo Centre.
Between genetic innovation and market dynamics: a bridge between research and business
“The event programme is currently being finalised in coordination with Macfrut’s main stakeholders, first and foremost the exhibiting companies,” explains Bruno Mezzetti, Coordinator of the Scientific and Technical Committee. “This year we have decided to dedicate particular attention to the topic of clonal and seed-propagated strawberry varieties, a subject that is gaining relevance both in genetic research and in production strategies. This in-depth focus will help the supply chain better understand the agronomic, commercial and breeding implications of the two reproductive pathways, offering an up-to-date, decision-oriented perspective.”
Mezzetti also anticipates that “there will be no shortage of discussions on key innovation topics, from the objectives of breeding programmes (resilience and quality), to the new role of micropropagation in producing plants with high phytosanitary standards, and even a reflection on what AI can contribute. Following the presentation of new varieties by the companies, a round table will address the key question: which variety should be planted, in light of technical and agronomic challenges and market opportunities.”
Bruno Mezzetti
A growing supply chain and the role of Berry Area
“Berry Area aims to reaffirm its role in 2026 as a connecting platform between research, production and the market within the dynamic berries supply chain,” says Thomas Drahorad, promoter of the initiative. “On one side, new varieties, and on the other, the relationship between large-scale retail and consumers will be at the core of the event, in order to continue supporting a market trend that operators, during the previous edition, estimated to be growing by at least 10% through to 2030.”
2026 initiatives: more space, more content, more experiences
The programme will unfold over three days of conferences with international speakers, technical sessions, presentations of new varieties and opportunities for direct discussion. The two experiential paths that attracted strong interest in 2025 have been confirmed:
Berry Shop: the virtual supermarket that brings together and compares blueberry references available in 20 large-scale retail outlets in a major Italian city.
Berry Taste: the tasting and evaluation route for strawberries and blueberries, showcasing the latest innovations from international breeders.
What’s new in the 2026 edition
Berry’s Bar: located in the pool area between the exhibition halls (near the entrance to Hall B2), it will be the fair’s new meeting point—a space dedicated to networking and relationships, where visitors can enjoy berry- and strawberry-based cocktails during happy hour moments.
Berry Dashboard: an interactive station allowing visitors to explore and analyse retail market dynamics for berries from 2020 to the present, providing an up-to-date overview of consumption, trends and opportunities.
Macfrut 2026 thus confirms its commitment to innovation, applied knowledge and dialogue among supply chain stakeholders, strengthening the central role of Berry Area as a laboratory and showcase for the sector’s growth.
