EU GREEN TRANSITION: TUTTOFOOD 2026 INTRODUCES ESG VIRTUAL SHOP TO ANALYSE SUSTAINABILITY MESSAGING

An experimental digital supermarket measuring sustainability perception alongside a showcase of certified organic excellence at the TUTTO Bio by Natexpo area

Milan, Italy – 23/04/2026– As the European Union enters a new phase in the regulation of environmental claims, and in line with the broader vision outlined in TUTTOFOOD’s Food Manifesto, the effectiveness and clarity of ESG communication have become a strategic
issue for the food industry. TUTTOFOOD 2026 leverages this evolving context with the launch of the ESG Virtual Shop, an experimental digital retail environment designed to analyse how
different sustainability claims and ESG attributes are perceived by professional buyers.
Developed in collaboration with T-ool, a spin-off of the University of Parma, the ESG Virtual Shop by Claim Lab recreates a hyper-realistic supermarket aisle populated by digital twins of
mass-market products. All featured items carry sustainability-related attributes, allowing the project to compare how different claim formats, packaging cues and ESG narratives influence attention, emotional response and purchase intent. Eye-tracking and face-reading
technologies capture behavioural data, while selections feed into a structured scoring system designed to generate actionable insights for brands and retailers.
Rather than questioning whether sustainability matters, the initiative explores how it is communicated and interpreted in real decision-making contexts, offering brands and retailers insights into the evolving expectations in the context of the EU Directive empowering
consumers for the green transition and aligning with the broader vision outlined in
TUTTOFOOD’s Food Manifesto.
Certified Organic Takes Centre Stage
Alongside this approach to ESG communication, TUTTOFOOD 2026 will also strengthen its focus on certified organic production through the TUTTO Bio by Natexpo area, spanning over
132 sqm.
According to the latest World of Organic Agriculture report (FiBL / IFOAM), global organic sales reached nearly €145 billion in 2024, with organic agriculture now present in over 180 countries and covering almost 99 million hectares worldwide.
Against this backdrop, TUTTO Bio by Natexpo area will position itself as a curated hub for certified organic excellence, bringing together a growing number of international exhibitors, including thirteen already confirmed. The space will also highlight eco-responsible practices
such as local sourcing, zero-waste packaging, and ethical supply chains, reflecting the latest trends and innovations in the food industry. Exhibitors in the TUTTO Bio area will present a diverse range of products, including healthy snacks, baby food, dietary supplements, extracts
and flavors, sugar, Italian specialties (such as pasta, olive oil, and panettone), along with eco-
friendly water treatment and all-organic certification services.
Beyond the exhibition area, the Tuttobio Arena will host a conference programme designed to position organic not only as a product segment, but as a strategic lever for international growth. It will feature sector experts such as Sauveur Fernandez (Econovateur), offering a
forward-looking analysis of the evolution of specialized organic retail across Europe, and Richard Cope (Ecovox), presenting pan-European research on how consumer expectations around responsibility, wellbeing and community are reshaping purchasing
decisions. The overall program will explore the future of organic markets across production, international expansion, retail transformation, and consumer engagement, highlighting the
evolution of specialized organic retail in Europe and providing data-driven insights into shifting
consumer expectations in a “post-sustainability” era.
As Richard Cope, founder of EcoVox, explains: “EcoVox&research shows that in order to progress and thrive in 2026 and beyond, organic products will need to appeal to people& resource-consciousness and senses of wellbeing and community, whilst prioritising their
health, safety and quality credentials above else and promoting these through stories and narratives around people, provenance and collective, cumulative impact for good.”
Antonio Cellie, CEO of Fiere di Parma, comments: “Organic is no longer a niche positioning — it is a structural component of global agrifood competitiveness. With TUTTO Bio by Natexpo, we are not simply hosting an organic area; we are integrating certified supply chains into an
international sourcing ecosystem. This is how TUTTOFOOD acts as a catalyst for innovation,
emerging trends and cross-border growth.”

About TUTTOFOOD
TUTTOFOOD is Southern Europe’s leading food business platform, bringing together global
food innovation, sourcing, and market growth. Based in Milan, it serves as a dynamic hub for
building solid strategic trade alliances among producers, distributors, and global markets.
Organized by Fiere di Parma, a leading operator in the Italian and European exhibition
industry, TUTTOFOOD stands as both a national and international benchmark for industry
growth and the ongoing evolution of the food sector.