TUTTOFOOD evolving to serve the supply chain

The world of food is changing, and TUTTOFOOD, the Fiera Milano International Food Show, is changing with it. The next show, slated for 8 to 11 May 2017, in Milan, will feature a new approach, new image and new sectors, Fiera Milano said.

The 2015 show was a record year that saw TUTTOFOOD became Italy’s number-one industry event, attracting 78,493 visitors (one-third from outside of Italy) and 2,838 exhibitors (433 international) representing 7,000 brands, Fiera Milano stated. TUTTOFOOD has become the third-largest food industry event in Europe, and the event's organizers are committed to extending its range of offerings.

“TUTTOFOOD is a key event for Fiera Milano, and something we’re inordinately proud of," said Corrado Peraboni, CEO of Fiera Milano. "Consider that at the most recent edition, 94 per cent of exhibitors said they were satisfied with visitor quality, and 86 per cent expressed a positive opinion on the contacts generated at the fair. The event now needs one more boost to consolidate itself and to offer Italy, in Milan, a complete, tangible and international platform for embracing the many values of food, one of the most characteristic of Italian traditions.”

TUTTOFOOD’s identity is evolving in a direction that fosters business through a whole-supply-chain approach, Fiera Milano noted.

“In the run-up to 2017,” Peraboni said, “we will be creating new opportunities for exhibitors. We’re extending the event concept through a strategy that completes and expands TUTTOFOOD, with new agreements and new areas of interest coming on stream. The most significant new development is that we have joined forces with Fruit Innovation, one of the brands from the Ipack-Ima stable; Ipack-Ima recently joined the Fiera Milano Group to create a single control room for supply chain events in the industry.”

The hallmark of TUTTOFOOD 2017 is a closer focus on the value of the enterprises at the fair. By pursuing a new rationalization-based approach, the event is becoming an agile, essential and structured platform capable of creating a solid framework around food and food values, the show's organizers said.

The exhibition and international business aspects of the fair will be consolidated, with three new pavilions bringing total occupation to 12 pavilions.

Visitors can look forward to important training- and information-based initiatives, showcasing food as a synonym for health and well-being and promoting excellence in all sectors. Brand-new synergies will generate business, looking beyond the confines of a specific sector and commercial-only results to pursue new value-led goals, Fiera Milano said. TUTTOFOOD will offer the opportunity to meet and talk among every sector of the supply chain.

Amongst these new developments, fruit and vegetables will be amply represented through Fruit Innovation, the next iteration of an event staged previously by Ipack-Ima. Fiera Milano said it expects new synergies to be generated between fresh fruit and vegetable production and the distribution chain and sectors typically at the TUTTOFOOD event — for example, fresh produce and a whole basket of complementary sectors.

In addition, a brand-new space is being set aside for TUTTOHEALTH, an event destined to raise the profile of companies that manufacture products for a specific target, the show's organizers said. The space is conceived to host important workshops and conferences. An ad hoc advisory panel will ensure that all of the topics on the agenda are handled thoroughly, professionally and usefully. At the heart of debate is nutraceutics, the science of finding solutions and supporting health and disease prevention, combatting ailments such as celiac disease, allergies and food intolerance.

TUTTOFOOD also will be an indispensable guide for industry players at a crucial time when rules on exports, marketing, production, distribution and consumer food choices are all shifting in the direction of promoting healthy practices.

The hallmark characteristics of TUTTOFOOD 2017 are fluidity, immediacy and recognition, Fiera Milano said. The event’s new image includes an indication of each market category using clean, streamlined, immediately recognizable icons. The exhibition sections are updating their names to TUTTODAIRY, TUTTOMEAT, TUTTOFROZEN, TUTTOSWEET, TUTTOSEAFOOD, TUTTOPASTA, TUTTOBAKERY, TUTTOOIL, TUTTOGROCERY, TUTTOREGIONAL, TUTTODELI, TUTTODRINK, TUTTOBREAKFAST and TUTTOHEALTH.

TUTTOFOOD is also improving business opportunities for sectors that first joined the fair in 2015 — for example, fish — as well for as new sectors joining in 2017, offering the greatest possible visibility among buyers and industry players.

The impetus to “go one step beyond” for the next TUTTOFOOD is not just about increasing the number of sectors on show; it also is about expanding the event's reach. A road show is being planned to take the event and its contents to the most attractive international markets, transforming the fair in Milan into an authentic global hub for food in the run-up to the event proper at Fiera Milano in 2017. The organization is already creating new synergies for the future and promoting the “health” of the entire industry, Fiera Milano said.

The online Expo Matching Program system for creating and organizing meetings at the fair between profiled buyers and exhibitors serves as a tool to create a veritable supply chain community and foster contacts 365 days a year, the organizers added. For more information about TUTTOFOOD 2017, visit www.tuttofood.it.