'TuttoFood and Cibus, two fairs that will grow in synergy' for Italian exports
Cellie (Fiere di Parma CEO): 'We have achieved not only their coexistence but a robust joint growth thanks to a diversified and integrated development path for both events'
by Giorgio dell'Orefice
It has long been feared that Cibus and TuttoFood, the two main Italian events dedicated to the food industry, might cannibalise or at least overlap. In the second year of TuttoFood's management by Fiere di Parma, the company that together with Federalimentare created Cibus, "we have achieved not only their coexistence but a robust common growth thanks to a diversified and integrated development path for both events". This is the conviction of the CEO of Fiere di Parma, Antonio Cellie.
First and foremost, this is the result of a system operation, conceived and implemented by Fiere di Parma and Fiera Milano starting in 2023, under which, against the acquisition of TuttoFood by Fiere di Parma, Fiera Milano entered the capital of the ducal company, becoming its second private shareholder after Credit Agricole.
"Ours was the first and so far only relevant capital operation between national trade fair entities," Cellie explains, "that concretely demonstrates the potential of alliances between national operators on specific projects and supply chains with a view to international development. It is a consolidation model that we have also successfully experimented since 2015 with Fiere Cologne, first with CibusTec and AnugaFoodTec, and now also with TuttoFood, which, thanks to the Milan location and the support of Cologne, finds its own distinctive positioning compared to Cibus, which has been the 'manifesto' exhibition of Italian agro-food products for 40 years, precisely in its predominantly international projection on the exhibition front. Both our food&beverage fairs, however, maintain a profile that is more qualitative than quantitative, i.e. the objective of creating readable and immersive trade fair events for visitors who, by preparing their visit through our online platform or wandering around the pavilions, can easily find the most suitable and innovative products to update their assortments or menus".
In both events akey role is played by PDO and PGI products, which have always been present at Cibus and now also at TuttoFood, with the presence of Arepo, the network of European PGIs.
"TuttoFood," Cellie continues, "is becoming the global showcase of quality food, just as Cibus is of the made in Italy agro-food industry. Fairs dedicated to the most evolved buyers, expressions of both retail and catering, who have understood that food is not just a commodity with an economic value but a cultural project capable of guaranteeing justice, sustainability and shared longevity".
