FEEDING THE WORLD, ENJOYING YOUR BUSINESS FIERA MILANO 8-11 MAGGIO 2017

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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, 4 th to 11 th 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. 2

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. 3

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. 4

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. 5

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 ADMISSION IS LIMITED 6

7 WEEK&FOOD: scheduled events Dazi in Festa Temporary and Ape car Street festivals Taste of Milano 5-star luxury aperitifs Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday May Bio Italian Gourmet Street food Wine&Jazz 11 Kids workshop Tuttofood Restaurant itineraries Giallo Milano 7

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: GARIBALDI P.TA NUOVA SEMPIONE TORTONA 8

9 WEEK&FOOD EVENTS 9 FIERA MILANO 4 11 MAY 8-11 MAGGIO

10 01 WEEK&FOOD: Gate festival 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. Target: enlarged For whom: Italian exhibitors, foreign exhibitors When: 4-11 May Opportunities: Branding, product promotion 10

11 02 WEEK&FOOD: 5-star luxury aperitifs 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 Target: refined public, luxury lovers For whom: Italian exhbitors, foreign exhibitors When: 5-11 May Opportunities: Branding, product promotion Format: Aperitifs with admission fee 11

12 03 WEEK&FOOD: Taste of Milano 25,000 Visitors 76 Dishes More than 40 Top Chefs 20 Restaurants 60,967 Target: 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 12

13 04 WEEK&FOOD: Taste of Tuttofood The partnership between Tuttofood and Taste of Milano culminates during the festival in a big and versatile space composed by: EXHIBITION AREA /SHOP 20 companies are already partners of Tuttofood, a pantry with the products of the involved companies BLIND TASTING Blind tastings around a big convivial table, for exciting communication events. For visitors and professionals in the sector 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 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 13

14 05 WEEK&FOOD: Street Food The local products presented and reinterpreted by popular street food companies from all over Italy The Village STREET FOOD STORY Presented by a coordinated image shared by all participants with all-inclusive setups to welcome the selected companies We provide consortiums, associations and big companies with the opportunity to partially (partnership) or totally (main partnership with exclusivity rights) customize the catering offer. 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 14

15 06 WEEK&FOOD: Italian Gourmet 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. Target: enlarged, Italian cuisine lovers When: 7 11 May Time: AM / 10 PM Where: Supestudio Più For who: Consortiums, Institutions Opportunities: Branding, Product promotion Format: admission with fee 15

16 07 WEEK&FOOD: Bio-Day In partnership with Federbio (the Italian Federation of Organic and Biodynamic Agriculture), Saturday, May 6 th 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 Target: enlarged For whom: Italian exhibitors, foreign exhibitors When: May 6 Opportunities: Branding, Product promotion 16

17 08 WEEK&FOOD: Kids workshops 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. 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 Opportunities: Branding, Product promotion 17

18 09 WEEK&FOOD: Restaurant itineraries 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 8 th and 9 th 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 Target: different targets according to the restaurant When: 8-9 May Where: 50 restaurants For whom: Italian exhibitors (Italia itinerary), foreign exhibitors (international itinerary) Opportunities: Branding, Product promotion 18

19 10 WEEK&FOOD: Wine & Jazz 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. Target: top level For whom: Italian wines and products When: 8 May Where: Blue Note Opportunities: Branding, Product Promotion Format: admission with fee 19

20 11 WEEK&FOOD: Street festival 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. Target: different targets depending on the district For whom: Italian exhibitors, foreign exhibitors Opportunities: Branding, Product Promotion 20

21 12 WEEK&FOOD: Temporary and Ape Car Temporary Shop: a dedicated store for one week. We have selected some of the best Temporary stores (30 m 2 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 ( m 2 ); containers (from 9 to 36 m 2 ); 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 Target: enlarged, divisible by time/days/slots and areas For whom: Italian exhibitors, foreign exhibitors Opportunities: Branding, Product promotion and trade 21

22 WEEK&FOOD COMMUNICATION 22 FEEDING THE WORLD, WEEK ENJOYING AND FOOD YOUR BUSINESS FIERA MILANO MAY MAGGIO 2017

23 WEEK&FOOD: 360 communication plan We will invest money, resources, competences to create the perfect visibility for the contents and subjects, events and shows, themes and values. 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 23