Conad and Coop confirm Macfrut 2026 presence as retailers strengthen fresh produce ties

ITALY – Italy’s leading retail cooperatives, Conad and Coop Italia, have confirmed their participation in Macfrut 2026, the international trade fair for the fruit and vegetable supply chain, set to take place from 21 to 23 April at the Rimini Expo Centre.

Both retailers will host dedicated exhibition areas to engage directly with producers, exporters, and service providers from across the global fresh produce sector.

Their presence underlines Macfrut’s role as a central meeting point for retailers seeking closer links with suppliers and better coordination across the agri-food chain.

Patrizio Neri, President of Cesena Fiera, said the decision sends a clear signal about the value of dialogue between retail and production. “By participating in our trade fair, both Conad and Coop Italia are sending a very important message, demonstrating the strong alignment between our objectives and those of these two leading cooperative groups in the large-scale retail sector,” he said.

“It also shows how the sector is committed to meeting the needs of a consumer base that is becoming more informed and demanding by promoting communication across the fruit and vegetable supply chain and investing in producer innovations.”

Neri added that their presence in the Post-Harvest area would further strengthen Macfrut’s standing among large retailers in the fruit and vegetable industry.

Retail strategies and supply chain commitment

Senior executives from both groups welcomed the opportunity to engage with international partners. Riccardo Breveglieri, Director of Purchasing and International Operations at Conad, said Macfrut supports the retailer’s long-term direction.

“Conad’s long-term strategy is to provide high-quality, fresh and extremely fresh products, while also ensuring the well-being of its customers, a key objective shared by its members and cooperatives,” he said.

“By participating in Macfrut, we will be able to emphasise the pivotal role that products in the agri-food supply chain play in shaping our product range, and strengthen our brand’s ongoing collaboration with national and local companies in the sector.”

Claudio Mazzini, Director of Fresh Products at Coop Italia, echoed this view. “Our participation is fully in line with Coop’s long-standing commitment to safeguarding the fruit and vegetable supply chains,” he said.

“This is the ideal opportunity for us to reaffirm our commitment and highlight the investments we are making in these product categories and present the latest novelties.”

Nursery innovation widens Macfrut’s scope

Alongside the retail focus, Macfrut 2026 will also place strong attention on global nursery innovation. The Plant Nursery exhibition will highlight developments across a fast-growing supply chain, with sessions covering avocados, mangoes, tropical fruit, organic nursery production, rootstocks, and plant variety rights.

Four conferences will anchor the programme, starting with Mango and Avocado Day on 21 April, followed by sessions on tropical fruit, organic nursery production, and grafting and horticultural innovation.

Luigi Catalano, who coordinates the exhibition, said the agenda reflects current industry needs. “These conferences, organised in collaboration with the Italian Society of Horticultural Science, will cover a variety of topics and address current issues in anticipation of future challenges,” he said.

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