TUTTOFOOD – The Hub Of International Agrifood In The Italian Lifestyle Capital

By Steve Wynne-Jones
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  • TUTTOFOOD, the Milano World Food Exhibition, which takes place at the Fiera Milano exhibition centre from 6 to 9 May, is a lot more than a business-matching platform. It is also a knowledge exchange opportunity, thanks to its rich event calendar.

    In the spotlight this year will be two specialist arenas focusing on new digital technologies and innovative retail, respectively.

    Embracing Digital

    The first of these, EVOLUTION PLAZA, is dedicated to the latest trends in digital technologies, from innovative e-commerce to blockchain, featuring contributions from leading Italian and international companies, including Euranet, Csqa, GS1 Italia, Techdata, InfoCert, Amazon Web Services and Istituto Poligrafico e Zecca dello Stato.

    Issues concerning monitoring and assessment along the food and beverage value chain will be dealt with from multiple points of view, with the aim of presenting a comprehensive overview about one of the hottest topics on the market today.

    Along with technical presentations examining the value of blockchain in enhancing reputation and communication, the workshop will also feature real-life success stories from best-in-class organisations.


    These include the grated-cheese value chain for Grana Padano PDO, Modena’s PGI Balsamic Vinegar, Lattebusche’s dairy value chain, and Modica PGI Chocolate – the first chocolate brand to achieve PGI certification.

    Within the framework of EVOLUTION PLAZA, the Italian E-commerce Consortium, Netcomm, will present a set of workshops focusing on how to successfully apply effective e-commerce policies to food and beverage companies.

    Innovative Technologies

    The second specialist arena will be RETAIL PLAZA, which will focus on involving the international retailer community in a calendar of workshops that provide an opportunity to compare best practices in retail, inspired by the most innovative technologies and solutions.

    Discussion topics will range from the management of efficient and service-based product ranges, to price and positioning policies, as well as the new ‘people and dialogue’ approach in customer-centred retail. On a more technical note, the application of new technological payment systems to different channels will be discussed, together with traceability – ‘from farm to table’ – along the value chains of different products.


    RETAIL PLAZA will also include a forum on seeds and nuts – one of the product categories that has seen the most impressive market developments, due to its repositioning into the fruit and vegetable segment, based on a healthy-food proposition.

    TUTTOFOOD Acknowledges Food And Beverage Excellence

    With the aim of making attendance at the exhibition even more engaging for exhibitors, buyers, visitors and media representatives, TUTTOFOOD is organising an awards platform designed to give visibility to products developed and presented by exhibiting companies.

    The Brand Awards are organised in partnership with New Business Media, which publishes trade magazines such as GDO Week and Mark Up.


    The categories showcase products that have successfully been able to meet market needs, while highlighting the reference trends in the relevant food and beverage categories. A distinguishing feature of the awards is the composition of the jury panel, comprised of opinion leaders from across the industry.

    The award categories are identified by hashtags: #atuttocarrello, for the best retail performances; #atuttospot, for the best advertising; #atuttaqualità, for the best quality features; #atuttaresponsabilità, for corporate responsibility commitment; #atuttopack, for the best packaging; and #atuttainnovazione, for the most innovative solutions.

    The Brand Awards reward the best brand performances in the fast-moving consumer goods (FMCG) market, and the event is the only contest that measures performances by objective and verifiable criteria, and real sales figures.

    Previous Winners

    At the 2017 event, the winner of the #atuttocarrello category, which recognises the product with the strongest sales growth over the past year, was Vecchio Amaro del Capo - Liquore d’erbe di Calabria, produced by Distilleria F.lli Caffo.


    The #atuttospot category, which rewards the best advertising campaign, went to Caffé Borbone… e ti senti un re!, an advertisement launched by L’Aromatika Srl (Caffé Borbone) – one of the main producers of coffee in Italy.

    Meanwhile, the winner of the #atuttaqualità category, which recognises products bearing quality certification, went to Bio Busti Pecorino Curcuma e Pepe, an Italian cheese produced by Caseificio Busti – a family-run business located in Tuscany.

    The winner of #atuttopack, which rewards packaging innovation, was awarded to La Stracciatella Mia! La Golosa di Puglia, from dairy specialist La Gioia Bella Srl. The #atuttainnovazione category, meanwhile, which recognises product innovation, was awarded to Legù non è pasta, produced by ITineri Srl.

    Lastly, the winner of the #atuttaresponsabilità at the 2017 event, which acknowledges sustainability initiatives, was named as Family Audit, a certification achieved by Bauer Spa.

    Rich In New Features

    This year’s edition of TUTTOFOOD will add a host of new elements to its programme and welcome the return of a number of familiar favourites, in what is likely to be the most successful show to date.

    TUTTOWINE is an original and innovative format that will present business opportunities specific to the wine sector to a target audience of Italian and international professionals, in a dedicated area organised in partnership with UIV, the Italian Wine Union.

    Digital transformation will be under the spotlight at TUTTODIGITAL – the event where start-ups will showcase innovative technologies in terms of e-commerce platforms, apps, and cutting-edge services.

    These will be complemented by EVOLUTION PLAZA, an authentic arena where innovative solutions will be presented.

    New areas will also be dedicated to specific nutritional habits, including TUTTOHALAL and TUTTOKOSHER, while RETAIL PLAZA, the innovative retail arena, returns in a more articulated format, with workshops, conferences, in-store events, and roundtables to showcase the best of Italian retail.

    Along with data partner Nielsen, retail partners set to participate include Amazon, Carrefour, Gruppo Végé, Eataly, Easy Coop, Iper, Unes with Il Viaggiator Goloso, and Metro.

    TUTTOFOOD’s continuous growth is underlined by the performance of segments that have appeared at previous events. A double-digit increase in exhibitors has been registered for the specialist delicatessen show.

    Higher Numbers

    As ESM goes to press, the number of registered exhibitors at TUTTOFOOD 2019 is expected to be significantly higher than the 2017 edition, with a large number of exhibitors from Spain, Greece, Portugal, the United Kingdom, China and the USA.

    In terms of the latter, in particular, the official delegation received the endorsement of the US Department of Agriculture, making TUTTOFOOD the only agrifood event in Italy to receive such an acknowledgment.

    North America has also seen an increase in terms of buyer attendance, thanks to a new agreement with Restaurant Canada that will bring quality buyers from large-scale businesses operating in the HoReCa segment to the show.

    As is the case in every odd year, the city of Milan will host Milano Food City alongside the show – a week of events dedicated to quality food at locations around the city.

    Fiera Milano and TUTTOFOOD have participated in this since the first edition, with a calendar of events focused on bringing manufacturers and consumers together in infotainment events that also offer feedback on the needs and requirements of consumers.

    For more information, visit

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