Changes in consumption and new ranges: industry and distribution compared

Fiera Milano, Rho


Armando Brescia

Director, Distribuzione Moderna

Armando Brescia, 62, with a degree in Literature, began his career in the advertising sector, working in the creative department at various advertising agencies and as a communications manager in a luxury goods company. In 2006, after a long journalistic experience as a publicist gained in trade sector newspapers, he founded the online newspaper Distribuzione Moderna, of which he is still editor in chief today.


Lorenzo Beretta

Commercial Director and Board Member, Salumificio Fratelli Beretta

He graduated in Economics and Commerce from the University of Bergamo, Lorenzo Beretta gained his working experience at Salumificio Fratelli Beretta Spa, where he is currently holding the role of Commercial Director and Board Member. Over the years, Lorenzo Beretta has also developed qualified experience in the field of Consortia and Associations. He has been President of the Consorzio Cacciatore Italiano since 2012 and Vice-Chairman of ASSICA (Associazione Industriali delle Carni e dei Salumi adhering to Confindustria) in charge of relations with the retail industry since June 2021. He has also held the role of Director of the Young Entrepreneurs Group of ASSICA. Since 2015 he has been Chairman of the Istituto Salumi Italiani Tutelati (ISIT).

Eleonora Graffione

President, Coralis

Being the president of Coralis, a consortium of companies in the small distribution sector, Elena Graffione is making her way in the large-scale retail trade, a reality that is typically directed and organized by men. She was appointed to this important position in 2002, after having developed extensive experience as an entrepreneur. She is also a councillor of ADM, an association that brings together the entire Modern Distribution, and of GS1 Italy, better known as INDICOD-ECR, that has control over 35,000 companies of consumer goods among Industry and Distribution. Genoese by birth and Milanese by adoption, like all women she is called upon to cover several roles and to distribute her energies on several fronts; in addition to being an entrepreneur, in fact, she is a wife and a mother, a mix that allowed her to express her personality at its best when at work. Pragmatic and flexible, she is attentive to change, which she considers an excellent opportunity if accompanied by the ability to grasp and internalize it. For Coralis, Eleonora Graffione wanted to reinterpret the distribution service typical of large-scale distribution by meeting the needs of customers in the neighbourhood and focusing on expanding the range of goods to be offered, as well as on flexible opening hours, pricing strategies linked to geographical location and greater control over products' supply chains. As she points out, “if the industry is mechanical and therefore masculine, distribution must go back to being sensitive, welcoming, transversal and therefore feminine”. Her vision is contemporary, precise and concrete and aims at results and people's satisfaction without neglecting the typical feminine sensitivity.

Marco Limonta

Business Insights Director, IRI

After attending the Economics and Commerce Course at the Università Cattolica in Milan, he began his professional career as account manager in two different communication and sales promotion companies. He later began his twenty-year activity at IRI, within the commercial department dedicated to FMCG manufacturers, with roles of increasing responsibility. His activity is mainly in the Food & Beverage area; in his career he had the opportunity to cooperate with multinational companies such as Kellogg's, Lactalis, Heineken, Inbev, Carlsberg and Peroni; large national companies such as Ferrarelle or Gruppo Veronesi. Marco has collaborated with various commercial organizations in the food sector, coordinating a team dedicated to small and medium-sized client companies. He has a consolidated experience, especially in the world of Meat and Cured meats, also given the many years of collaboration with many Protection Consortia.

Gabriele Nicotra

General Director, Decò Italia

A career forged by the world of purchases, where he had experience in all product departments. He starts from Non-Food to move on to Confectionery and canned goods in general and subsequently improves his experience in dairy and fresh products with management and coordination functions. 5 years of experience in food-service give to him the opportunity to see the world from another perspective, confronting chefs and professionals, consolidating his knowledge in this field. Private Label, both mainstream and Premium, are the areas of the recent past (which he respects) and the Future (which excites him) The search for the best value for money and, above all, for passionate, specialist and competent co-packers are the only directions that characterizes the modus operandi and the commercial policy of the projects followed and carried out with the teams that he guides, in the knowledge that Teamwork is the real engine for success.