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Macfrut Academy, a new video lesson on avocados and mangoes

Macfrut Academy, a new video lesson on avocados and mangoes
  • Thursday 18 January at 5 pm: spotlight on the European market for avocados and mangoes. Four key European markets, trade dynamics, the ISMEA survey and retailer strategies


A new year is here and the Macfrut Academy is back, Macfrut’s innovative digital training platform, offering exclusive strategic content for the international fruit and vegetable supply chain. On Thursday 18 January, at 5 pm, the spotlight will be on the European market for avocados and mangoes. These two products hold global appeal: in fact, the global avocado market is worth $18 billion, with an annual production growth of 7% over the last decade (2012-2022).

The video lesson will first provide an overview of the global production and trade flows of avocados and mangoes before moving on to the European market to offer an insight into four key wholesale markets: Mercabarna in Barcelona, Marché International de Rungis in Paris, Ortomercato in Milan, and Centro Agroalimentare in Rome. The business dynamics of 2023 will also be examined, along with market trends, required production standards, and the evolution of packaging. A detailed analysis of consumer needs will follow, with speakers including specialised retailers and hospitality industry professionals.

A special chapter is dedicated to Italy, where the demand for avocados has increased by 179% in the last five years. This video lesson also features an exclusive look at avocado and mango consumption, based on a survey carried out by ISMEA (Institute of Services for the Agricultural Food Market), focusing on the analysis of sales, the purchasing choices made by Italian families, and how this product category will evolve in the future.

The video lesson ends with an analysis of the strategies that Conad, Italy’s leading retailer, has adopted to expand its assortment of exotic fruits and enhance avocados and mangoes.

All of the available content can be accessed here, free of charge, following registration.


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