As Italy continues to position itself as a global leader in food innovation and excellence, TUTTOFOOD stands at the forefront of the country’s international outreach. Organised by Fiere di Parma, TUTTOFOOD has become more than a trade fair—it is a strategic platform that brings together decision-makers, producers, buyers, and innovators from across the globe.
RB: TUTTOFOOD has grown into one of Europe’s most important food trade fairs. Can you briefly walk us through the main reasons which pushed you to acquire the brand in 2023? Can you give us an overview about the main results and figures of your very first edition as TUTTOFOOD’s organizers?
The decision to acquire TUTTOFOOD was part of a broader and ambitious strategic vision we had been developing for several years, with one clear goal: to establish a single, integrated trade show platform in Italy that could deliver a dual value proposition to the agri-food industry. On one side of the vision stands Cibus Parma, our historic event dedicated to Made in Italy food, an authentic cornerstone of our 40-year commitment to the international promotion of Italian food excellence and PDO/PGI supply chains. On the other, we sought to create a complementary event capable of attracting leading players from abroad and bringing to Southern Europe a global overview of emerging consumption models and supply trends. This global scope fits perfectly with the positioning of TUTTOFOOD and with the international appeal and business mindset of the city of Milan. That’s the rationale behind our conviction in building an integrated Milan–Parma platform.
The results of our first edition as organizers speaks for themselves and confirm the strength of our strategic choice. We nearly doubled the number of exhibitors and net exhibition space, reaching 4,200 companies over 80,000 square meters, and opened three new halls.
International participation reached levels worthy of a major European food trade show: one in four exhibitors came from outside Italy, and we nearly quadrupled the number of international top buyers, growing from 800 to over 3,000, thanks to our Buyers Program developed in cooperation with ITA – Italian Trade Agency.
In total, we welcomed over 95,000 visitors – a record for the event. And we’re not stopping here: our ambitious goal is to exceed 100,000 visitors and to reach a 50/50 ratio between Italian and international exhibitors within the next two or three editions. The seed has been planted; time will tell if this was the right path, but early signs are really promising.
RB: Thanks to a very direct internationalization strategy, Fiere di Parma has been growing so much in the latest years, improving its global reputation and cooperating with some of the world’s most respected exhibitions. How does the organisation’s experience and infrastructure support the success of TUTTOFOOD?
Our 40 years of experience organizing Cibus Parma have undoubtedly given us a strong competitive edge. TUTTOFOOD builds on that technical know-how, enhanced by two additional key assets. First, the Rho Fiera venue itself: one of the most advanced, aesthetically outstanding, and logistically efficient exhibition centers in Europe – and perhaps even globally.
Second, our international credibility, which enables us to work peer-to-peer with high-profile partners, institutions, and associations, including Koelnmesse (organizers of Anuga).
The integration between the TUTTOFOOD–Cibus team and Anuga’s organization is part of this strategic framework. It’s designed to further internationalize the show, both in terms of exhibitor offering and the strength of our Buyers Program.
It’s no coincidence that TUTTOFOOD has moved to even-numbered years: it complements Anuga’s odd-year cycle, ensuring that the global food industry now has a major show in Southern Europe also on even years.
In short, we are committed to delivering a world-class trade show to both exhibitors and Trade Promotion Organizations, offering global reach, strong business opportunities, and high-quality matchmaking.
RB: What sets TUTTOFOOD apart from other international food and beverage exhibitions in terms of structure, scope, and visitor experience?
There’s a phrase we often use internally: “TUTTOFOOD is an open gateway to Europe and the global food markets”. That’s not just a slogan; it explains why companies choose to exhibit here. They consider our show as a high-value business hub that connects them with the most suitable buyers for their market goals.
Our Buyers Program is truly a game-changer and one of the most structured in Europe; it turns our trade show into a premium matchmaking platform for the entire food industry.
Another key element is product diversity and market relevance: just like the city of Milan itself, TUTTOFOOD has a natural ability to attract professionals and absorb emerging trends, delivering both what’s current and what’s next..
This “dual DNA” is at the heart of the show. On one side, we deliver innovation for Modern Retail, such as sustainable packaging, private label, premium store brands. On the other, we generate new ideas and know-how for Foodservice professionals, with a spotlight in product innovation, food & beverage pairing, and specialty foods.
RB: Looking ahead to TUTTOFOOD 2026, what new themes or initiatives are being introduced to reflect current and future food industry trends? What parallel events, conferences, or special pavilions will be taking place inside TUTTOFOOD 2026 to add value for exhibitors and visitors alike?
Switching to even-numbered years means that the time between the previous edition and the next (May 11–14, 2026) is shorter than usual. This allows us to quickly build on the strengths of TUTTOFOOD 2025 (like our conference program or innovation and CSR awards), while fine-tuning areas that need adjustments, integrating new hot topics.
A top-of-mind theme in the agri-food sector is the use of pesticides and the growing popularity of “zero residue” farming. These alternative production models are gaining traction among health-conscious consumers, and we’ll dedicate special attention to them.
On the consumption side, we’re experiencing new and increasingly segmented out-of-home occasions. Breakfast has become a meaningful social ritual, especially for Gen Z, while the aperitivo is a “safe heaven” for Millennials. These are exciting and fast-evolving consumption patterns, driven by the search for novelty and fusion.
Our expanded “Mixology Experience” area will explore these moments in depth, with dynamic panel discussions and live demos.
We’re also keen to address a topic that’s often overlooked: in Italy, one out of every five restaurant meals is now delivered rather than consumed on-site. This has major implications for product selection, preparation methods, logistics, and food cost management.
We’ll explore these dynamics through focused sessions on delivery, e-commerce, and quick commerce.
Also returning (with new structural updates) will be our “Italian Specialty Selections” area, which highlights artisan producers from our country.
And we’ll once again host several sector-specific innovation contests focused on Mass Market Retail, Private Label, and Foodservice.
Finally, we’ll launch an integrated initiative on CSR and our “Restaurant Talks at TUTTOFOOD” summit: a TED Talk-style series featuring top executives and founders of leading food chains sharing insights, strategies, and inspiration.
We really have an extensive range of ideas and projects in store, fully aligned with our mission to deliver a trade show that is complete, inclusive, and highly effective in terms of both networking and professional development.
