The fresh produce marketer has signed up to sponsor the show for the next three years, in the hope of building new relationships with fruit growers. This year the show is taking place in East Malling on 20 July.
Executive chairman Chris Mack said: "We're pledging to increase our work with growers and retailers in this area, so the opportunity to be a core part of Fruit Focus - an event at the forefront of UK fruit production - was one we wanted to embrace."
He added: "As a specialist at marketing fruit into the multiple retailers, Mack has always taken pride in its UK offer. We're looking to open conversations to help extend this work with new relationships forged at Fruit Focus.
Mack said the three year commitment to the show was intended to demonstrate long-term ambitions in this area and a determination to build sustainable, mutually beneficial partnerships.
PROGRAMME EXTRA AUTOMATION CONFERENCE
A technical conference is another new addition to this year's Fruit Focus.
The one-day event is taking place on 19 July - the day before the show - at the East Malling Research conference centre. It is being followed by a conference dinner at nearby Bradbourne House.
The conference, entitled "Automation: The Labour Force of the Future" is focusing on solutions for reducing labour costs in Northern European fruit crops and draws on worldwide research and ideas from non-related sectors.
For further details, see www.fruitfocus.co.uk