What Macfrut Fiera does

Macfrut Fiera, organized by Cesena Fiera S.p.A., is the operator of Macfrut, a leading international trade show for the fruit and vegetable sector held annually at the Rimini Expo Centre since 1983. The company runs a three-day physical exhibition complemented by specialized thematic areas covering Pre-Harvest technologies, Post-Harvest logistics, Berry Area, Spices & Herbs, Biosolutions and Digital Technologies, Agrisolar Systems, Healthy Food, Mango & Avocado, and a Start-Up Area for agritech innovators. The 2026 (43rd) edition attracted over 1,400 exhibitors from five continents and 800+ top buyers from 80+ countries, with 61,000+ visitors recorded in 2025.

The company's core technology stack centers on a digital Business Matching platform that enables exhibitor-buyer B2B meeting scheduling starting one month before each edition, an online exhibitor catalog, and the Macfrut Academy, a year-round e-learning platform providing video lessons on horticultural production techniques and technologies. Back-office integrations include standard third-party services (Google Analytics, YouTube, Vimeo, Google Maps, and major social platforms) rather than proprietary AI systems. Eleven distinct sub-brand exhibition areas anchor specialized communities within the broader event.

Revenue is generated primarily through one-time exhibition space rentals (unit-priced by booth size and location), event sponsorship for thematic areas and conferences, and the Business Matching service. A subscription-style recurring revenue stream is emerging through Macfrut Academy. The GTM model combines direct enterprise sales (ministries, large retailers such as Conad, Coop Italia, Gruppo VèGè), institutional channel partnerships (Agenzia ICE brings 800 international operators; AICS supports development cooperation), and international trade missions to producer countries. Customer concentration is low given 1,400+ exhibitors and a diversified buyer base, and recent growth signals (12% foreign attendance growth, record buyer numbers) indicate strong momentum heading into Macfrut 2027.

Name

Macfrut Fiera

Legal name

Cesena Fiera S.p.A.

Website

https://macfrut.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1–10 employees

Short description

Macfrut Fiera (Cesena Fiera S.p.A.) organizes Macfrut, an annual international trade show for the global fruit and vegetable supply chain held at Rimini Expo Centre since 1983. It serves 1,400+ exhibitors and 800+ international buyers from 80+ countries each year.

Ownership category

akta.pro rank

Product category

Trade Show and Exhibition Services (Fruit and Vegetable Industry)

NAICS

Convention and Trade Show Organizers (56192)

akta.pro primary industry

Agriculture, Farming & AgriTech Shows Organizers (THAHABAM)

akta.pro secondary industry

Industry-Specific B2B Trade Show Organizers (THAHABAB)

Keywords

• Fruit vegetable trade show
• Horticulture exhibition services
• Fresh produce trade fair
• Agribusiness B2B events
• Exhibition booth rental

Headquarters

HQ city

Cesena

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Exhibition Space Rental: Primary revenue from selling exhibition space and booth customization services to exhibitors including producers, technology companies, and service providers in the fruit and vegetable sector.
2. Event Sponsorship: Sponsorship opportunities for themed areas, events, and conference programs including specialized salons like Mango & Avocado Explosion, Berry Area, and others.
3. Business Matching Services: Platform services enabling B2B meetings between exhibitors and international buyers, facilitated through the digital matching system.
4. Macfrut Academy Subscriptions: E-learning platform offering video lessons on horticultural topics, techniques, and technologies for sector professionals.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Macfrut Fiera (Cesena Fiera S.p.A.) organizes the annual Macfrut International Fruit & Veg Professional Show at Rimini Expo Centre in Italy, a three-day B2B trade fair that brings together over 1,400 fruit and vegetable producers, agricultural technology providers, and 800+ top international buyers from 80+ countries. The offering comprises exhibition space rental, thematic salons (Pre-Harvest, Post-Harvest, Healthy Food, Berry Area, Spices & Herbs, Biosolutions, Agrisolar, Start-Up, Mango & Avocado Explosion), a Business Matching digital platform for scheduled B2B meetings, and the Macfrut Academy e-learning platform for year-round professional training.

Product overview

Macfrut Fiera organizes the Macfrut International Trade Show, a unified platform for the fruit and vegetable sector featuring the main exhibition at Rimini Expo Centre complemented by thematic areas (Pre-Harvest, Post-Harvest, Healthy Food, Berry, Spices & Herbs, Biosolutions, Agrisolar, Start-Up, Mango & Avocado), the Macfrut Academy digital training platform, and a Business Matching service. The portfolio centers on connecting producers, technology providers, and international buyers across the entire supply chain.

Differentiator

Problem solved

Functional benefit

Brands

• Macfrut Academy: Digital training platform providing video lessons on topics of global interest, individual supply chains, production techniques and technologies for professionals in the fruit and vegetable sector.
• Pre-Harvest Area
• Post-Harvest Area
• Healthy Food Area
• Berry Area
• Biosolutions and Digital Technologies (BDT)
• Spices & Herbs Global Expo
• Mango & Avocado Explosion
• Agrisolar Systems & Technologies
• Start-Up Area

Products and services

• Macfrut International Trade Show

Quantifiable outcome

• Record 800+ top buyers attended the 2026 edition, a 20% increase from the previous year
• +3 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, flagship and minor.

• Informa / GrowtechcoreStrategic or Co-development Partner · 23 April 2026Strategic partnership under development for the valorization of the Pre-Harvest sector with Growtech, the world's leading pre-harvest exhibition organized by Informa. This collaboration aims to enhance the pre-harvest content and exhibitor base at Macfrut.
• Ministry of Agriculture of Dominican RepublicflagshipStrategic or Co-development Partner · 20 January 2026Three-year agreement signed January 20, 2026 between Macfrut and the Dominican Republic's Ministry of Agriculture and Ministry of Industry and Commerce. The partnership includes technical-scientific support, trade missions, and Dominican participation at Macfrut 2026 with a 400 sqm pavilion showcasing tropical fruits, avocados, and mangoes.
• Ministry of Industry and Commerce of Dominican RepublicflagshipStrategic or Co-development Partner · 20 January 2026Three-year cooperation agreement supporting Dominican agricultural exports to Italy and Europe. Includes participation in Macfrut events and technical exchange programs.
• Agenzia ICE (Italian Trade Agency)flagshipGTM or Marketing PartnerOngoing partnership with Agenzia ICE for international buyer recruitment. ICE brought 800 foreign operators from 80 countries to Macfrut 2026, representing the largest coordinated international buyer program. ICE has reinforced its commitment to supporting the internationalization of the Italian fruit and vegetable sector.
• AICS (Agenzia Italiana per la Cooperazione allo Sviluppo)coreGTM or Marketing PartnerItalian Development Cooperation Agency promoting agricultural cooperation and sustainability. At Macfrut 2026, AICS organized the event 'Cultivating Cooperation: Agricultural Strategies and Cooperativism for Mediterranean Resilience' with participation from Ministers of Lebanon, Syria, and Italy.
• ANBI (Associazione Nazionale Consorzi di Gestione e Tutela del Territorio)minorGTM or Marketing PartnerANBI (National Association of Land and Water Management Consortia) hosted the inauguration ceremony of Macfrut 2026 and collaborated on the Acqua Campus water sustainability exhibit.
• Frutas de ChilecoreStrategic or Co-development PartnerMain Chilean association of fruit exporters. Signing ceremony scheduled for Macfrut 2026 (April 22, Hall B1-036) to formalize collaboration between Macfrut and Chile's fruit export sector.
• JAD (Junta Agroempresarial Dominicana)minorGTM or Marketing PartnerDominican Agro-business Junta collaborated with Macfrut on the January 2026 mission, hosting an event with 110+ Dominican sector companies to promote Macfrut 2026 participation.
• Regione SiciliacoreGTM or Marketing PartnerSicily was the Partner Region of Macfrut 2026, showcasing Sicilian agricultural excellence including DOP/IGP certified products (Oranges of Ribera DOP, Pistachio of Bronte DOP, etc.) and promoting regional producers to international markets.

Scale indicators10 records

Recent moves2 records

Expansion highlights4 records

Direct peers

• CPMA Annual Convention & Trade Show: Canadian Produce Marketing Association's annual convention and trade show for the fresh produce industry in North America. Comparable in format (B2B exhibition with international buyer programs) though smaller in scale, serving overlapping producer and buyer segments.
• Fruit Attraction: Madrid-based international trade show for the fruit and vegetable industry organized by IFEMA, with 2,000+ exhibitors from 55+ countries. Competes with Macfrut directly for European produce exhibitor share and runs in October each year, complementing (rather than fully overlapping) Macfrut's April timing.
• IFPA Global Produce & Floral Show: The flagship North American trade show for the fresh produce and floral industry (formerly PMA Fresh Summit), organized by the International Fresh Produce Association. Directly comparable as a major produce-only B2B exhibition serving producers, retailers, and technology providers.
• Asia Fruit Logistica: Asia's leading fresh produce trade show (Hong Kong/Singapore), operated by the same organizer as Fruit Logistica. Targets Asian buyers and producers, providing Macfrut's exhibitors with a complementary (rather than competing) regional touchpoint, but is a structurally comparable B2B produce exhibition.
• Fruit Logistica: The world's leading fresh produce trade fair held annually in Berlin, attracting over 3,000 exhibitors and 90,000+ visitors. It is the most direct global competitor to Macfrut in the fruit and vegetable sector and sets the upper-bound benchmark for international fresh produce trade shows.

Others

• SIGEP: Italian trade show for artisanal gelato, pastry, bakery, and the coffee world, also held at Rimini Expo Centre. Operates in an adjacent food-services niche rather than directly competing with Macfrut, but is a sector-relevant Italian B2B exhibition reference point.

Broad incumbents

• Messe Berlin: Major European trade fair organizer that owns and operates Fruit Logistica. Competes with Macfrut via its flagship produce show and represents the dominant incumbent in the international fresh produce exhibition category.
• IFEMA Madrid: Spanish trade fair institution that organizes Fruit Attraction and a broad portfolio of B2B exhibitions. Acts as a regional incumbent in the Iberian produce trade space and competes for international exhibitor share with Macfrut.
• Informa Markets: Global B2B events and exhibitions organizer, parent of Growtech (the world's leading pre-harvest exhibition). Informa recently entered a strategic partnership with Macfrut, but its broader portfolio and scale position it as a potential full-stack competitor across the agricultural value chain.
• Koelnmesse (ANUGA): Major German trade fair organizer running ANUGA, one of the world's largest food and beverage exhibitions. While broader than Macfrut (encompassing all food categories rather than produce only), it competes for international food industry marketing budgets and buyer attention.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/macfrut-fiera

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Macfrut Fiera