Makfresh: North Macedonia’s Unified Push to Bring Fresh Produce to Europe
In response to growing demand across Europe for high-quality, traceable fresh produce, North Macedonia’s top fruit and vegetable producers have come together under a new alliance: Makfresh. Formed in 2023, this industry association aims to elevate the profile of the country’s agricultural exports and secure a stronger foothold in European markets.
Originally launched by six export-focused companies, Makfresh has quickly expanded to include 12 members, representing a diverse range of produce—from grapes, apples, and persimmons to tomatoes, cabbage, and carrots. The group was established with a clear mission: improve coordination, raise production and quality standards, and enhance the country’s competitiveness abroad.
Within its first year, Makfresh achieved a milestone by being formally recognized as a socio-economic partner of the Ministry of Agriculture, Forestry, and Water Economy—the first fresh produce group in the country to gain this designation.
Raising Standards, Reaching New Markets
Makfresh’s member companies are already active in key European Union markets, and the association is working to expand both their presence and competitiveness. Ivan Suklev, general manager of Vittoria Fruit and a founding member of Makfresh, outlined the strategic priorities: increasing production volumes and adopting modern agricultural technologies to enhance efficiency and product quality.
“Vittoria Fruit grows various seeded and seedless table grapes across 140 hectares, yielding about 1,500 tonnes annually,” Suklev said. “In 2024, we successfully placed over 80% of our production with major European retailers such as Lidl, Aldi, Billa, and Albert Heijn.”
While grapes remain one of North Macedonia’s most renowned exports, the country is also a significant supplier of fresh vegetables. Suklev emphasized that Makfresh unites leading vegetable producers with the capacity to consistently meet European standards. Key vegetables include cabbage, tomatoes, peppers, onions, carrots, and beetroot. Companies such as Hortena, Fresh Line, Badzo, and Turan are recognized for their strong production systems, GlobalGAP certifications, and ability to tailor their offerings to specific market needs.
Technological Readiness and Climate Challenges
Makfresh members employ advanced production methods, including drip irrigation and integrated pest management, and operate climate-controlled storage facilities. Examples include Agro Gurmesh (carrots and beetroot), Ksenos (mushrooms and forest fruit), and Badzo, which offers advanced packing lines for tomatoes, stonefruit, and persimmons.
“These companies represent a highly capable and diversified supply base that merits more attention from European buyers,” Suklev added.
Still, 2025 presented mixed results for the sector. Early April frosts damaged apricot and cherry crops—similar to losses seen in Serbia and Greece. However, there was good news for cabbage producers: the spring season yielded approximately 60,000 tonnes of exports, with prices 80% higher than the previous year. Major markets included Poland, the Baltics, and the Balkans.
Suklev noted that the Ministry of Agriculture is now working closely with Makfresh to develop the cabbage export segment further, viewing it as a strong growth opportunity.
Challenges in Scale and Market Access
Despite the progress, challenges remain. “Our biggest issue is scale,” Suklev admitted. “Compared to our European counterparts, we are still small. To compete, we need greater collaboration and consolidation.”
He emphasized that Makfresh plays a vital role in enabling this cooperation. “Raising standards and targeting specific market windows is crucial. Being outside the EU means we don’t benefit from the same support mechanisms as countries like Spain or Greece. It’s like starting a football match two goals down. But with our natural advantages, product quality, and unity, we believe we can bridge that gap.”
Export Growth and Market Trends
North Macedonia’s fruit and vegetable exports have seen consistent growth in recent years. From 2020 to 2024, total export value rose from USD 211 million to USD 273 million. Fresh vegetables led the way, increasing to USD 94.9 million, driven by strong demand for cabbage, peppers, and tomatoes. Fresh fruit exports were more volatile, with apples and pears dipping in 2022 before rebounding to USD 25.7 million in 2024.
Regional trade remains dominant, with Serbia, Bulgaria, and Croatia accounting for about 70% of all exports. Nonetheless, demand is rising in EU-adjacent countries such as Poland, Romania, and Greece—especially for Macedonian cabbages, peppers, and stonefruit.
Product-wise, cabbage exports have seen the most remarkable growth, doubling over the past four years. Pepper exports also climbed, while tomatoes held steady at around USD 12 million annually. On the fruit side, apples, pears, and grapes collectively made up 60% of total fruit export value. Stonefruit, including plums and apricots, faced inconsistent demand, with Belarus emerging as a key market outside the EU.
A Sector with Untapped Potential
Makfresh represents a pivotal effort to unify North Macedonia’s fresh produce sector, setting higher standards and expanding access to lucrative European markets. With continued collaboration, investment in technology, and targeted export strategies, the country is positioning itself as a dynamic player in the continental fresh produce supply chain.
