New varieties, technologies and marketing innovation will all be up for discussion at Fruit Focus 2010, which takes place in Kent, UK on 21 July 2010, which will once again cover all bases with live demonstrations and an in-depth forum programme.
The event is expected to attract over 1,200 growers and industry professional next month, with over 100 leading suppliers to the fruit and wine production sectors showcasing all aspects of pre-harvest technology, agronomy, machinery and equipment, business information and post-harvest technology through to retail delivery.
'Our event partners, Berry Gardens, the NFU, Syngenta Bioline, English Wine Producers, UKVA combined with event host, east Malling Research have been instrumental in developing an event which addresses the primary issues facing the topfruit, soft fruit and vine markets,' said Jon Day, event manager for Haymarket Exhibitions.
'Although the sector faces some big challenges, the impact of the recession has not hampered the sector's ability to innovate, nor, in many cases has the economic downturn stifled product and market development which shows the resilience and focus of the UK fruit and vine industries,' he added.
There will be a diverse range of products and services exhibited at the event, including four new strawberry varieties from the East Malling Research breeding programme and the new Elianny strawberry variety from Vissers Aardbeiplanten BV.
In the field of research and pest control, meanwhile, HDC will highlight the most recent developments and research results from some of the key soft fruit and tree fruit projects it has funded, while Norman Collett will look at bee research and Agralan will focus on pollination and biological controls.
Meanwhile, this year's NFU and Syngenta Bioline Fruit Forums will offer an opportunity for visitors to discuss and debate key issues, challenges and developments within the fruit industry, Mr Day noted.
The Forum will cover three sessions, with the first related to 'The Future of Fresh Produce Procurement – satisfying supermarket demand', including an overview of the current trading environment from Waitrose director of food technology Mary Vizoso.
Professor Ian Crute, the Agriculture and Horticulture Development Board's first chief scientist, will lead the discussion in session 2, 'Future challenges for Science and Research - helping secure the future of the British fruit industry', and the forum then finishes on a political debate reviewing the UK's post-election horticultural landscape.
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