The 2010 edition of Macfrut, the annual fresh produce industry trade fair which takes place on 6-8 July in Cesena, Italy, will be of particular relevance to the international trade, according to the event's organiser Cesena Fiera.
The three-day meeting is expected to attract an even greater number of exhibitors and visitors this year, with a good number of delegates also attending the second European Fruit Summit, which is due to be held at the same venue on 5 July.
According to Domenico Scarpellini, president of Cesena Fiera, Macfrut's relevance to the international fresh produce trade has grown thanks to a concerted effort on the part of the organisers to generate closer ties with industry players from around the world.
At the end of May, Cesena Fiera established a new company, Itagrit, to promote the interests of the country's agro-industrial and technology companies in sub-Saharan Africa.
In June, meanwhile, the organiser signed a strategic cooperation agreement with the US Produce Marketing Association, a venture aimed at ensuring the exchange of useful information and contacts.
During the European Fruit Summit, leading experts and industry operators from around the world will be on hand to discuss key trade issues, as well as hearing new-season forecasts for kiwifruit, pears, apples and citrus.
The following day, Macfrut will open with a so-called G20 meeting of agricultural officials from all of Europe's leading fruit and vegetable production regions.
The meeting will focus on major issues like phytosanitary regulations and their fair implementation, as well as the trade's relationship with the retail sector.
'This programme of meetings has been devised with a strong emphasis on the participation of high-level, international speakers,' commented Mr Scarpellini.
'The sharing and discussion of ideas and experiences is one of the tasks Macfrut has taken upon itself,' he added. 'without losing sight of its main role, which is to be a meeting point for the trade and a place to do business.'
More than 300 independent meetings between foreign companies and Italian exporters have also been arranged at the event, said Cesena Fiera.
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