From Dubai to Rimini: three fairs, three lessons

We spent the start of 2026 on the road. Three trade fairs, three countries, two continents — and one family farm from Kać trying to find its place on the global watermelon map.

Gulfood Dubai: first impression, honest lesson

We attended Gulfood 2026 for the first time, alongside ten other exhibitors from Serbia, with the support of International Trade Company and the Chamber of Commerce of Vojvodina. Dubai struck us as something exclusive and impoverished at the same time — at least judging by what we love and what we’re used to. Too modern, too glassy, too much concrete for our taste. Still, we’re grateful we got to see it at all, and that’s thanks to this fair.

We met producers from the region, made connections, and exchanged cards. Whether that turns into anything is another question — the market isn’t ready for us yet. Iran is the dominant watermelon exporter to the Gulf, prices are too low, and there’s no real appetite for a premium Serbian mini watermelon right now. Sometimes the most valuable thing a fair teaches you is where not to spend your energy.

Fruit Logistica Berlin: the market we’re aiming for

From +25°C in Dubai to –15°C in Berlin in the space of a week. Fruit Logistica is the most important fair in Europe for us, and showing up every year matters. Serbia didn’t have a national stand this time, so we attended as visitors — but with a full schedule.

Western Europe is the market we’re building toward. In the 2026 season, we plan to ship between 600 and 700 tons of mini watermelons there. Every day in Berlin meant meetings with buyers, equipment suppliers, and box and carton producers. And between meetings — small moments stolen just for the two of us. Business is business, but our marriage is still our marriage. Another thing we tend to carefully.

Macfrut Rimini: learning from the Italians

We went to the Macfruit fair in Rimini for the first time as visitors. The goal was simple: to see how Italians pack, brand, and present their fruit. No one does it better. We looked at machines for packing, polishing, brushing, label and declaration printing — everything we need to make sure Little cutie from Kać looks on the shelf the way it deserves to.

Three fairs, three different lessons. And the season is only just beginning.