The international landscape of horticultural trade has shifted its focus to Rimini, Italy, as the Ghana Export Promotion Authority (GEPA), led by its Chief Executive Officer (CEO), Mr. Francis Kojo Kwarteng Arthur, Esq., recently began a high-stakes engagement at the prestigious Macfrut exhibition 2026.
According to the Authority, at the center of this strategic operation was Mr. Arthur’s inspection of the Ghana Pavilion, which signaled a sophisticated commitment to elevating the nation’s Non-Traditional Exports (NTEs). Arriving ahead of the fair’s official opening, he ensured that every detail of Ghana’s presentation aligned with the standards of the European market.
“During the visit, the CEO held a meeting with Ms. Cecilia Marzocchi, International Marketing Officer of Macfrut, to discuss Ghana’s participation in the 2026 edition of the fair. Macfrut is Italy’s premier international horticultural trade fair, held annually in Rimini, Italy.
“Ms. Marzocchi provided the CEO with a comprehensive briefing on the key activities and highlights lined up for this year’s fair”
Ghana Export Promotion Authority
For GEPA, the significance of Macfrut cannot be overstated within the context of global agribusiness, as it positions the nation as a premier source of high-quality horticultural produce. As Italy’s preeminent trade fair for the fruit and vegetable sector, it serves as a critical gateway for African exporters seeking to penetrate the lucrative European Union value chain.
The Authority noted that the 2026 edition represents more than just a promotional opportunity; it is a clinical exercise in market positioning.
The presence of the CEO on the exhibition grounds underscored the Authority’s “hands-on” approach to trade facilitation, moving beyond administrative oversight to ensure that Ghanaian exporters are provided with a world-class platform to engage directly with international buyers, distributors, and logistics experts.
The high-level consultation between Mr. Arthur and Ms. Cecilia Marzocchi was not just a pivotal moment of the visit but a masterclass in commercial diplomacy, focusing on the technical highlights of the 2026 fair and the specific role Ghana is set to play.
The “comprehensive briefing” provided by Ms. Marzocchi offered the GEPA leadership a deep dive into the trends currently shaping the European horticultural market, including new sustainability regulations and consumer preferences for organic and fair-trade produce.
GEPA described this intelligence as vital for its operations as it calibrates its domestic support programs to help Ghanaian farmers and exporters meet increasingly rigorous global standards. The Authority further noted that the strength of the partnership with the Macfrut organizers is built on years of consistent engagement.
During their discussions, Ms. Marzocchi noted that Ghana has become a reliable and strategic fixture at the Rimini fair. This institutional continuity is a major asset for the country, as it builds brand equity for Ghanaian produce in the minds of Italian and international importers.
Through maintaining a presence at Macfrut over several cycles, GEPA has effectively de-risked the market for local agribusinesses, creating a predictable and prestigious channel through which they can showcase their products to the world.
Gateway to Europe
The physical setup of the Ghana Pavilion serves as a vital tool for economic branding. During his inspection, Mr. Arthur reviewed how the space was organized to facilitate B2B meetings and product demonstrations, noting that in the competitive environment of a global trade fair, the Pavilion is not merely a stall; it is a sovereign trade hub.
It represents the quality of Ghana’s soil, the professionalism of its workforce, and the reliability of its supply chains. By ensuring a superior setup, GEPA is providing Ghanaian exporters with the push necessary to compete with established horticultural giants from South America and other parts of Africa.
The focus on horticulture is a strategic choice aligned with Ghana’s broader goal of diversifying its export base. While cocoa and gold remain significant, the growth of the non-traditional export sector is essential for long-term economic resilience.
Macfrut provides the perfect stage for Ghana to highlight its versatility in producing high-value crops such as pineapples, mangoes, and exotic vegetables.
The detailed briefing on the fair’s activities allowed the CEO to identify specific “pitch points” where Ghanaian exporters could gain a competitive edge, whether through superior shelf-life, unique flavor profiles, or adherence to environmentally friendly cultivation practices.
Ultimately, the GEPA engagement in Rimini is a core component of a wider national strategy to increase export revenue through value addition and market diversification. The CEO’s visit to Italy is part of a broader export school philosophy, where the Authority not only promotes products but also educates exporters on the nuances of international trade laws and consumer behavior.
GEPA’s mission is to actively reduce the friction that often prevents local businesses from scaling globally by bridging the gap between the Ghanaian farm gate and the Italian supermarket shelf.
The appreciation expressed by the Macfrut leadership for GEPA’s continued partnership was a testament to the Authority’s professionalism and strategic vision, confirming that Ghana is viewed not just as a participant but as a leader in the African horticultural space.
As the 2026 fair opens, the groundwork laid by Mr. Arthur and his team will ensure that Ghanaian exporters are not just visitors to Rimini but active participants in the global conversation on food security and sustainable trade.
The dividends of this visit will be measured in the new contracts signed, the partnerships forged, and the increased volume of “Made in Ghana,” products finding their way into the homes of European consumers.
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