feeding the world, enjoying your business 1 fiera … - eng- 28.02.pdf · feeding the world,...

FEEDING THE WORLD, ENJOYING YOUR BUSINESS

FIERA MILANO 8 -11 MAGGIO 2017 1



WEEK AND FOOD

4 – 11 MAY 2017 2

WEEK&FOOD: an ambitious project

CONCEPT

The goal is to involve the whole territory for a great 360° live event about food culture -and

not only- on May, 4th to 11th in Milan.

LOCATION

Milan has confirmed with Expo its potentiality as Fashion and Design and also Food

capital.

PARTNERSHIPS

OUTCOME

The ideal place to present your excellent products and brands to the public.



WEEK AND FOOD

4 – 11 MAY 2017 3

WEEK&FOOD: a week of events and projects

7 DAYS Fine cooking…

Excellent local food and wine

products…

Design and traditions …

Food education …

Biodiversity…

Projects, workshops, activities...

A non-stop sequence of local events and

initiatives for many different targets: from

kids to “night lovers”, from mums to the

most refined

gourmands, from creative talents to

businessmen

The historical gate of the Arco della Pace

– which is currently being renovated– will

be the “headquarter” of the shows and

events organized to promote many local

initiatives.



WEEK AND FOOD

4 – 11 MAY 2017 4

WEEK&FOOD: food culture– the doggy bag

FIPE (Italian Federation of Bars,

Catering, Casinos and

Entertainment): The virtues of

hospitality Excellent service…

Customers come first …

Careful use of food…

Minimizing waste…

Towards sustainable

catering…Reinforcing green practices…

During the Week & Food the ethical code written by FIPE

and entitled “The virtues of hospitality” will be presented.

Its crucial concepts: the doggy and wine bag for every

restaurant, a “viral” circuit with the possible stages of a

virtuous path; the distribution of a small book of recipes

to reuse the left-overs with a spceial packaging

In partnership with Fipe the values of Expo

2015 “Food culture” are being reinforced.

The goal is to spread the sustainable

catering, the correct use of food and the

management of food waste. The promotion

of the doggy bag and wine bag is very

important to reuse food.



WEEK AND FOOD

4 – 11 MAY 2017 5

WEEK&FOOD: our chefs

We have signed a partnership with JRE EUROPA, the

international association of Jeunes Restaurateurs, which

includes young and talented chefs from 16 countries. It is

today acknowledged as one of the most prestigious culinary

associations.

20 chefs from 12 European countries will be the

protagonists of many events, they will cook live and serve

their extraordinary Italian and international dishes to the

public.

A guarantee to promote our exhibitors’ products.



WEEK AND FOOD

4 – 11 MAY 2017 6

WEEK&FOOD: only for our exhibitors

Every event, project, initiative we are currently planning to make WEEK & FOOD

unforgettable is an investment to give our exhibitors exclusive benefits.

Only if you exhibit at TUTTOFOOD

you will have many opportunities

to present your products to the

general public with high visibility…

You can maximize your return on the

investment, if you participate to

TUTTOFOOD, exhibiting your products to

the consumers: your window will be the

whole city of Milan

We offer modular solutions : it will be your

choice to create the ideal package to achieve

your strategic and target objectives

Thanks to the partnerships and networks

created, we can provide all-inclusive projects,

customized to fit your budget

01

02

03

ADMISSION IS LIMITED



WEEK AND FOOD

4 – 11 MAY 2017 7

WEEK&FOOD: scheduled events

04 05 06 07 08 09 10

May

Taste of Milano

Street food

Street festivals

5-star luxury aperitifs

Restaurant itineraries

11

Kids workshop Tuttofood

Bio

Giallo Milano

Wine&Jazz

Temporary and Ape car

Dazi in Festa

Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday

Italian Gourmet



WEEK AND FOOD

4 – 11 MAY 2017 8

WEEK&FOOD: the 3 macro-areas

The events of

WEEK&FOOD will be all

over the city, with special

focus on 3 important areas

in Milan:

TORTONA

GARIBALDI

P.TA NUOVA

SEMPIONE



WEEK AND FOOD

4 – 11 MAY 2017 9

WEEK&FOOD EVENTS


FIERA MILANO 8 -11 MAGGIO 2017

We would like WEEK&FOOD to be a big party in Milan. The Dazi (gates) and Piazza Sempione, our “headquarter”, will host every night –from 7 PM - some special events. Institutional invite nights with selected public or big open parties to present our exhibitors’ excellent products.

WEEK AND FOOD

4 – 11 MAY 2017 10

01 WEEK&FOOD: Gate festival

• Target: enlarged

• For whom: Italian exhibitors, foreign exhibitors

• When: 4-11 May

• Opportunities: Branding, product promotion



JRE’s young chefs will prepare their 5-star aperitifs in the most refined hotels in Milan. A different and creative way to taste food and wine products during the most traditional appointment in Milan: the aperitif. 7 are the hotels involved for 7 days on a rotation basis (5-11 May), every evening from 7 PM to 9 PM

WEEK AND FOOD

4 – 11 MAY 2017 11

• Target: refined public, luxury lovers

• For whom: Italian exhbitors, foreign exhibitors

• When: 5-11 May

• Opportunities: Branding, product promotion

• Format: Aperitifs with admission fee

02 WEEK&FOOD: 5-star luxury aperitifs



WEEK AND FOOD

4 – 11 MAY 2017 12

• Target: 25-44 year olds, medium and high level

• For whom: Italian and foreign companies

• When: 4-7 May, The Mall

• Opportunities: Branding, Product promotion and approach to haute cuisine

• Format: admission with fee

03 WEEK&FOOD: Taste of Milano

25,000 Visitors

76 Dishes More than 40 Top Chefs

20 Restaurants 60,967



WEEK AND FOOD

4 – 11 MAY 2017 13

04 WEEK&FOOD: Taste of Tuttofood

Additional communication and visibility thanks to the marketing campaign promoted by Taste of Milano, with customized contents on the website, the social networks, through the newsletter and press office

The partnership between Tuttofood and Taste of Milano culminates during the festival in a big and versatile space composed by:

BUSINESS AREA An area for private and target

meetings between the companies and the important

chefs who take part to the festival

RESTAURANT LOUNGE In partnership with Jeunes

Restaurateurs d'Europe: a rich menu featuring dishes of the

most talented and famous chefs in Europe. The product is the potential ingredient of one or more dishes featured by the

Restaurant Lounge

BLIND TASTING Blind tastings around a big convivial table, for exciting communication events. For visitors and professionals in

the sector

EXHIBITION AREA /SHOP

20 companies are already partners of

Tuttofood, a pantry with the products of the involved companies



WEEK AND FOOD

4 – 11 MAY 2017 14

05 WEEK&FOOD: Street Food

Presented by a coordinated image shared by all participants with “all-inclusive” setups to welcome the selected companies

The local products presented and reinterpreted by popular street food companies from all over Italy

• Location: in an important square or key crossing point (e.g.: Piazza Gae Aulenti)

• Target: everybody

• When: 6-7 May

• Who: min. 10 areas given to the companies selected by the organization office of Taste of Milano

• What: Italian street food recipes and dishes, reinterpreted with products from Lombardy (e.g.: bombetta from Apulia - traditional meatballs- made with cured meat from Ticino) or with products of consortiums and organizations which promote the local ingredients

We provide consortiums, associations and big companies with the opportunity to partially (partnership) or totally (main partnership with exclusivity rights) customize the catering offer.

The Village STREET FOOD STORY



DEDICATED TO THE GREAT WINE AND FOOD TRADITIONS IN ITALY 3 non-stop days, 5 theme areas, entertainment, culture, food, workshops, for a 360° vision of the excellent made in Italy products. Chef à porter 20 classic dishes reinterpreted by 20 starred chefs. Eat in or take away, with information pamphlet, suggestions, matches, storage conditions.

The central square The heart of the event, dedicated to cultural debates and contaminations among food, fashion, design, literature. The cafe-bookstore Space for smaller debates and guided tastings. The food arena Area dedicated to showcooking events With the master chefs of the Chef à Porter area.

WEEK AND FOOD

4 – 11 MAY 2017 15

• Target: enlarged, Italian cuisine lovers

• When: 7 – 11 May

• Time: 11.00 AM / 10 PM

• Where: Supestudio Più

• For who: Consortiums, Institutions

• Opportunities: Branding, Product promotion


06 WEEK&FOOD: Italian Gourmet



In partnership with Federbio (the Italian Federation of Organic and Biodynamic Agriculture), Saturday, May 6th will be dedicated to the organic world. Sustainability, nutritional properties, consumer motivation, presentation of the products andtheir producers.

Focus on the organic world at Superstudio Più: •Round table with institutions •Presentation of the protagonists of the sector •Product tastings •Interpretations and debates with the Italian Gourmet chefs •Food education: events with the main universities •Discounts in the organic stores and restaurants

WEEK AND FOOD

4 – 11 MAY 2017 16

• Target: enlarged


• When: May 6


07 WEEK&FOOD: Bio-Day



Some workshops with games, fun and food education will be available for kids from 3 to 12, and createdwith selected partners. The natural cycle of food, the concept of seasonal ingredients and the production chain will be explained. Moreover,kids will be offered a visit to a simulated farm, a kid-friendly vegetable garden and some cooking activities in which the little chefs prepare some dishes guided by professional chefs.

WEEK AND FOOD

4 – 11 MAY 2017 17

• Target: kids and parents

• For who: Italian and foreign exhibitors

• When: 6 – 7 May

• Time: 10 AM/7 PM

• Where : in an important square or key crossing point


08 WEEK&FOOD: Kids workshops



Discover the excellent local products, taste the best traditional dishes: we are implementing new restaurant itineraries in Milan to try some special menus and dishes with discounts during the WEEK&FOOD,on May 8th and 9th in the evening. Traditional itinerary: dedicated to the regional specialties Innovation itinerary: dedicated to creativity and to the new cooking techniques of the most innovative restaurants Top itinerary: dedicated to the most prestigious restaurants in Milan and to the finest dishes of their chefs International itinerary: dedicated to the discovery of the cooking culture and food specialties of the countries in the world

WEEK AND FOOD

4 – 11 MAY 2017 18

• Target: different targets according to the restaurant

• When: 8-9 May

• Where: 50 restaurants

• For whom: Italian exhibitors (Italia itinerary), foreign exhibitors (international itinerary)


09 WEEK&FOOD: Restaurant itineraries



During the Week&Food, Wine&Jazz will finally come back to Milan, at Blue Note jazz club. Jazz players like Claudio Fasoli and Gianni Coscia, two Italian jazz stars, will go on the stage of this priceless artistic event. The key moment for wine is its tasting, a rich menu of DOCG wines. Wine and food journalists and sommeliers will introduce the selected wines and wineries and present the tasting. The wines will be served with charcuterie or cheese platters, taralli (traditional savory biscuits from Apulia) and many other dishes prepared for dinner: the common denominator is quality, which is the same as the matching wines.

WEEK AND FOOD

4 – 11 MAY 2017 19

• Target: top level

• For whom: Italian wines and products

• When: 8 May

• Where: Blue Note

• Opportunities: Branding, Product Promotion


10 WEEK&FOOD: Wine & Jazz



Some selected areas in Milan will be animated by Confcommercio (Italian General Confederation of Enterprises, Professions and Self-Employment) which will involve every local shop and bar. Some of the protagonists will be, for example, the very popular Via Marghera, one of the shopping centres in Milan, Via Piero della Francesca, the centr of the nightlife with innovative restuarants and other prestigious locations like Palazzo Bovara and the Gates of Porta Venezia.

WEEK AND FOOD

4 – 11 MAY 2017 20

• Target: different targets depending on the district


• Opportunities: Branding, Product Promotion

11 WEEK&FOOD: Street festival



Temporary Shop: a dedicated store for one week. We have selected some of the best Temporary stores (30 m2 or larger) in the most prestigious and busy areas of Milan: Brera-Garibaldi, Tortona, Historical District.

Temporary Pop-ups: little structures placed in selected areas: an excellent format to promote your products. Standard Pop-ups (8-20-40 m2); containers (from 9 to 36 m2); customized pop-ups. According to your needs, it is possible to fill out the paperwork to get the trading licence.

Ape-car or food truck: totally customized. Fixed parking slots for 7 days in places with specific targets, for example universities, parks, schools, offices…

Temporary Tram A tram branded with the logo of the company is certainly the ideal way to promote, spread and taste the products of the company itself during Week & Food

WEEK AND FOOD

4 – 11 MAY 2017 21

• Target: enlarged, divisible by time/days/slots and areas


• Opportunities: Branding, Product promotion and trade

12 WEEK&FOOD: Temporary and Ape Car



WEEK AND FOOD

4 – 11 MAY 2017 22

WEEK&FOOD COMMUNICATION



WEEK AND FOOD

4 – 11 MAY 2017 23

We will invest money, resources, competences to create the perfect visibility for the contents and subjects, events and shows, themes and values.

WEEK&FOOD: 360° communication plan

We will focus the international attention on WEEK&FOOD as much as we can:

The dedicated website: not only the programme, but also the analyses and reports

The App will promote the events and itineraries

The social networks will involve the public in a great story

The paper guide: thousands of copies handed out for free

Info points at Fiera and in Milan

Press conferences and public relations with the Italian and foreign media to get an excellent coverage on press, radio, tv

feeding the world, enjoying your business 1 fiera … - eng- 28.02.pdf · feeding the world,...

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