Ifema, the organiser of Madrid-based fresh produce trade fair Fruit Attraction, has teamed up with its Italian counterpart Cesena Fiera, organiser of Macfrut, to launch a new international industry event brand called Mac Fruit Attraction.
The two companies plan to work together to organise a new series of events designed to promote the development of the international fruit and vegetable business in strategic markets, starting with an inaugural meeting in Cairo on 4-7 May 2016 that will attempt to establish a platform for fresh produce networking in the southern Mediterranean.
Emphasising the direct access to emerging commercial arenas that such an event could bring, Ifema and Cesena Fiera said a focus on forging contacts with local operators would make Mac Fruit Attraction “a global brand” with the power to bring international traders together in different markets.
The show’s first edition will form part of a larger event, Food Africa, which is organised by IFP Group, the largest trade fair operator in North Africa.
Macfrut president Renzo Piraccini welcomed the new venture. “Internationalisation of the fruit and vegetable sector is being achieved through specific development plans for the global market, and both Fruit Attraction and Macfrut are platforms which take this direction,” he commented.
He added: “The creation of this new project, Mac Fruit Attraction, which came from the synergy between the two world leaders in production and wrapping and packaging technologies, will lead companies in the industry to new emerging markets and to develop internationalisation in the Persian Gulf, North of Africa, South America and Asia.”
Raúl Calleja, director of Fruit Attraction, underlined that objective. 'Mac Fruit Attraction aims to grow and establish itself in the global fresh produce market, allying itself with strategic partners in local markets of relevance to the sector. A young, dynamic and flexible new network which knows how to adapt to the specific needs of each market.”
Tamer Safwat, general manager of IFP Egypt, highlighted opportunities for the international fruit and vegetable industry in Egypt, which he said was an active and dynamic player in terms of fruit and vegetable production, imports and exports.
“Food Africa is the best possible place to hold Mac Fruit Attraction in May 2016, with the attendance of 8,340 professional visitors and 241 exhibitors from 18 countries in 2015. We are planning to enrich the global offering of our trade show with the fresh produce sector.”
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