General manager Laghi: “Optimism for this edition, the production balance is positive.”

Fruit and vegetables excellence from the country’s most vocated areas, premium national and international projects, supply chain initiatives and a focus on partner and stakeholder relations: these will be the hallmarks of the Alegra Group’s presence at Macfrut 2025 (Rimini Expo Centre, May 6-8 – Hall D3, Stand 116), an event that also marks the start of a summer campaign that promises to be full of expectations.
“We approach this edition of Macfrut with optimism,” says Mauro Laghi, Alegra’s General Manager and Brio’s Sales Manager: the production balance is overall positive, also thanks to a weather season that has been favorable so far and to the effective response of the active defenses put in place by our members against frost and hail, which mitigated the effects of the adverse events of late March and early April. If for apricots we estimate a lower than normal production, for the rest of the references we expect a regular campaign in terms of volume. High, however, are the expectations on the quality front. A scenario that allows us to present ourselves in Rimini ready to face an increasingly competitive market, both nationally and internationally,” continues Laghi. “The challenge remains to intercept new consumers and offer them new opportunities to appreciate our members’ products: in a context in which fruit and vegetable consumption is shrinking, we need to know how to innovate, read trends and make the most of our strengths.

“With this in mind, in recent years we have intensified our commitment on the front of premium products and supply chain projects,” explains Enrico Bucchi, General Manager of Valfrutta Fresco and Italy Sales Manager of Alegra. “The important collaborations that have allowed us to strengthen our presence in Southern Italy also go in this direction: a strategic choice that allows us today to bring to the shelves, at the same time as Macfrut, the first nectarines of the year, true Alegra-branded first fruits grown by our members in Calabria and highly anticipated by the market. But in Rimini we will also be ready to present the PGI Cherries of Vignola, available starting the following week, along with the entire range of summer produce in our basket. Also in the spotlight, of course, are Cornelio peppers, which are the subject of a major expansion of production areas, and Ondine flat nectarines, which after last year’s positive campaign continue to gain increasing interest among consumers, thanks to their unique organoleptic characteristics and ease of consumption that makes them an ideal snack for all ages. At Macfrut we will also debut our new summer marketing campaign with a claim that focuses precisely on this aspect.”

Participation in Macfrut will also be an opportunity to renew the dialogue with customers, buyers and supply chain operators. “Our stands are not simply showcases,” Laghi continues, “but places in which to strengthen relationships, share visions and give substance to an idea of fruit and vegetables that focuses on quality, continuity of supply and service.
And it is precisely this comparison that will be the beating heart of “Connessioni – Voci si filiera, visioni di futuro,” the event scheduled for May 6 starting at 6 p.m. at the Verdi Theater in Cesena, organized by the Alegra Group. At the center of the initiative – which will see the participation of opinion leaders, Distribution partners and sector stakeholders – will be the presentation of the first part of an exclusive research carried out with NielsenIQ, designed to provide reading and direction tools for the fruit and vegetable sector.
“Connections is our way of telling the story of what it means today to build value through collaboration,” comments Claudia Iannarella, Alegra Group Marketing Manager. “It will be an opportunity to listen, share and generate new ideas in a context that combines valuable content and networking, but also a time of fun together with our stakeholders and partners who have chosen us and continue to walk with us.

Valfrutta Fresco will also be the protagonist of the events schedule thanks to Enrico Bucchi’s participation in the talk as part of the Healthy Food Show scheduled for May 8 at the dedicated Arena. The panel, titled “Keeping Healthy by Eating: healthy eating at the basis of prevention,” will feature alternating scientific reflections and testimonies from the world of culture and entertainment. Moderated by TG5 journalist Gioacchino Bonsignore, the talk will host not only Bucchi but also Dr. Fabrizia Lisso (ASL Foggia – ASAND), showgirl Valeria Marini, dancer Raimondo Todaro, singer Mirko Casadei, and star chef Massimiliano Poggi. The focus of the discussion will be on strategies to promote conscious consumption of fruits and vegetables, with a focus on youth and prevention. (gc)

Source: www.italiafruit.net// redazione@italiafruit.net