The ‘Varieties International Project’ (VIP) is a series of focus sessions on genetic improvement and new varieties in modern fruit growing and will include four workshops with top experts in the field of breeding, as well as leading global companies specialising in genetics and variety development.
The first two days of Macfrut 2025 will feature a total of four events, apple and pear tree varieties will be discussed on Tuesday 6 May, with Actinidia in the afternoon. On Wednesday 7 May, the focus will be on new stone fruit and citrus varieties.
‘It is a unique opportunity to learn about the results of the world’s most important fruit and citrus breeding projects,’ explains Stefano Lugli, coordinator of the Plant Nursery Area at Macfrut 2025, ‘and a great opportunity to talk directly to those who are creating and developing these innovations: breeders, publishers, management consortia and plant nurseries.’
‘Creating new fruit varieties and turning them into a profitable business requires combining scientific expertise in genetics and genomics with business skills and market insight, strategic cross-industry partnerships and the development of effective branding and marketing strategies. Only by following this approach, in addition to investing in innovative breeding programmes, conducting in-depth market research, securing intellectual property rights and developing effective branding policies, establishing strong partnerships and pursuing continuous innovation can we develop authentic new fruit varieties that meet consumer needs and stand out in the market.’
As objectives change, new technologies are providing breeders with more precise and effective tools to help them achieve these new goals.
