Better Future Award: a red carpet where innovation shines at TUTTOFOOD

Fiera Milano, Rho


Better Future Award: a red carpet where innovation shines at TUTTOFOOD

The new award, in collaboration with Gdoweek and Mark Up, aims to give value to companies that implement product innovation, and not only, from an ethical and sustainable perspective. 

Between sustainability, traceability and attention to origin and territories, but also naturalness and quality, innovation in food is not a slogan but a promise for a more ethical future. This is why, in collaboration with media partners Gdoweek and Mark Up, TUTTOFOOD has decided to organise the first edition of the Better Future Award, an award dedicated to food excellence at the event. A jury of industry experts will evaluate the competing products and award prizes in three categories: innovation, ethics and sustainability and packaging.


The Innovation Award wants to recognise the value of companies that have distinguished themselves in product innovation, i.e. the ability to develop new products that can ensure a competitive advantage, even through the improvement of products already on the market.


As far as sustainability is concerned, this is now an acquired taste among consumers, who recognise the commitment of companies that take action in the area of corporate responsibility, to guarantee a future in which growth is combined with fairness. The Ethics and Sustainability Award will be given to companies that have distinguished themselves, for example, in industrial and supply chain processes, green revolution, territory-community, educational activities, work, health, minorities and society, and the global south.


The evolution of packaging, finally, goes hand in hand with the evolution of the industrial world, of consumption, of the operating and logistic methods of companies and with the ever increasing attention to the environment. The Packaging Award therefore intends to evaluate the design quality of packaging, in its communicative and functional dimensions, with great attention to the explanatory elements towards the end customer and environmental sustainability.


"There is a great 'hunger' for innovation in the market, but it is not always clear what is meant by this term - comments Cristina Lazzati, Editor-in-Chief of Gdoweek and Mark Up and "godmother" of the competition -. That's why today it's important to have an award like this, which will highlight how much the tension towards ethics and sustainability passes through innovation, including technological innovation. And it is even more important to do this at an event like TUTTOFOOD where, even more so this year, buyers and professional visitors will come not only to do business with exhibitors, but also to watch, study and learn how products are evolving and how purchasing and consumption trends are changing".


For each category, a team of experts analyses and judges the nominated products to choose those that best reflect the selection criteria. To know the contest rules and to submit your products visit