What Canada can learn from TUTTOFOOD in Milan

This month, I was privileged with the opportunity to travel to Milan to attend TUTTOFOOD, the world food exhibition.  This all came about through a partnership between the Italian Government and the Italian Chambers of Commerce of Ontario as part of The Extraordinary Italian Taste project.  The purpose of this partnership is to encourage North American foodservice operators to purchase and use authentic Italian food and beverage products. 

TUTTOFOOD filled 180,000 square meters with 2,850 exhibitors.  These were all food and beverage producers and distributors whose goal was to showcase their products for export around the world.  If fashion week in Milan is for the world to see the latest in design, this was for chefs and restaurateurs to see the latest in food and drink trends, and it delivered. This business-to-business event was designed with precision and style.  The expo was held over four days in May and featured 13 unique areas including bakery, dairy, drink, meat, pasta and sweets.

If the world food expo is a destination for the future of food trends, we can be assured technology will play a key role.  Not just the technology in the hands of the operators, but the impressive advances in agricultural technology.  The blending of food and technology will continue, but what serves as a point of motivation is when food and technology are brought together with values such as sustainability and food security.  Then, we can hope for a brighter more planet-friendly food future.  Maybe even one where food becomes more accessible to the world.

Sourcing

Without a doubt, the pride of Italian food culture centres on sourcing.  As consumer demand for transparency increases, so does the opportunity for food producers to showcase the character and rich history around the production of their food and beverage items.  Whether its cheese, meat, wine or produce, TUTTOFOOD demonstrated to the world that food origins and stories are of high value for the end user.

All things healthy

Perhaps not much of a surprise was the continued focus on all things healthy.  From organic to gluten-free, the nutrition-focused end of the spectrum is growing and evolving in sophistication.  TUTTOGREEN, a dedicated venue for these types of exhibitors featured an array of products catering to the health-conscious consumer who does not want to compromise on quality.

Relationships rule

Aside from the spectacular and elaborate displays and the obsessive attention to detail from the vendors and businesses represented at the expo, perhaps the most enlightening observation was something the Canadian food and beverage industry can relate to.  The time and energy these producers put in to developing relationships with potential customers and with each other was remarkable.  Care and passion were present throughout the massive space. With thousands of people in attendance, you would think a venue like this would feel crowded and uncomfortable, but that couldn’t be further from the true experience.  Somehow the Italian care and respect for the food and beverage products was also extended to the care and respect shared between the people.  Businesses connecting with businesses, consumers connecting with consumers and the incredible spirit of hospitality were all on display for the world to see. 

With Barack Obama as keynote speaker for the event, perhaps his words are the best representation of the Italian food culture and TUTTOFOOD itself.  On stage in one of his first public appearances since leaving the White House, a relaxed Obama eloquently told the food world “the mark of a true leader is the ability to empower others.”  The mark of the authentic Italian food experience is to empower others with the passion and care that make Italy a world leader in food and beverage.  I am encouraged and inspired that the future of food is as much about values as it is about value.