From May 3rd to May 5th, 2023, the 40^th Fruit & Veg Professional Show (hereinafter referred to as the "Macfrut") was held in Rimini, Italy. The Agricultural Trade Promotion Center, MARA, PRC (hereinafter referred to as the "ATPC") organized the Chinese Agricultural National Pavilion to participate in this exhibition. Director General Ma Hongtao led the delegation to attend the opening ceremony. 

It’s the first appearance for China's fruit and vegetable industry in Europe in the form of a national pavilion after the pandemic. With an exhibition area of 300 square meters, the Chinese pavilion is the largest national group at the event, with 26 companies from 5 provinces and regions including Inner Mongolia, Henan, Hunan, Guangdong, and Guangxi province. The Chinese pavilion exhibited a variety of products, including brand agricultural products such as Nanning dragon fruit, Xuwen pineapple, Ulanqab potatoes, and Lingbao apples, as well as traditional export products such as garlic, shiitake mushrooms, and ginger. The pavilion also showcased cutting-edge products in the fields of fruit and vegetable processing and pre-made vegetables. During the exhibition, more than 7,000 professional visitors stopped by the booth for business opportunities. Important guests including Renzo Piraccini, President of Cesena Fiera Group, the organizer of the exhibition, visited the Chinese pavilion to exchange ideas. 

On the first day of the exhibition, the Chinese pavilion held the “A bite of China Fruit and Vegetable” promotional event. Director Ma Hongtao, Rimini Mayor Jamil Sadegholvaad, and Renzo Piraccini, President of the exhibition organizer, attended and gave speeches. Yang Yupu, Chief Agronomist of Henan Provincial Department of Agriculture and Rural Affairs, gave a promotional speech, and enterprise representatives promoted their specialty agricultural products on-site. More than 30 Italian enterprises and business associations participated in the exchange event.  

So far, participating companies such as Inner Mongolia Chifeng Fenghe Rili, Hunan Hengxingli, Lingbao High Mountain Natural Fruit, Guangdong Deqing Shuanghua Food, and Guangxi Guijie Agriculture have reached multiple substantial trade results. 

The Macfrut is hosted by Cesena Fiera Group and is a professional exhibition with broad influence in Europe and the Mediterranean region. During the pandemic, the Macfrut was held online. ATPC organized the Chinese pavilion to participate online for two consecutive years, and successfully helped more than 200 companies to conduct trade negotiations and product promotion through a series of "China Day" events. In recent years, the Ministry of Agriculture and Rural Affairs has helped well-known Chinese agricultural product brands and companies to enter the international market through the cultivation of high-quality product brands and the establishment of high-quality development entities for agricultural international trade.