Is technology the new dressing for food?

Fiera Milano, Rho


Is technology the new dressing for food?

As part of the run-up to the TUTTOFOOD event, the organizers are offering insights in the world of digital technologies and cybersecurity, while continuing their collaboration with Netcomm.

While waiting for the simultaneous HostMilano event that will be held at Fiera Milano from 22 to 26 October, TUTTOFOOD remains at the operators’ side. In addition to this, last February 25, together with HostMilano and Sicurezza, a webinar was proposed during Fiera Milano’s specialist exhibition to its stakeholders on the theme Innovation and Cybersecurity.


The topics on the table included the Food & Beverage value chain. Equipment is going through a new revolution, passing from simply digital to connected and smart, to subsequently becoming a veritable ecosystem. In parallel, the business model will also have to evolve from a traditional, digitally-based one to a collaborative ecosystem of technologies that are no longer enabling but “enabled”. The product is being transformed into a service, supported by innovative technologies such as the blockchain and the extensive use of APIs, the interfaces that allow applications to “talk” with each other. In this context, research and development, on the one hand, and resilience strategies and intervention plans on the other will become increasingly important.


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The collaboration with Netcomm, the Italian Digital Commerce Consortium, is also continuing. In addition to proposing events in partnership with TUTTOFOOD throughout the year, the event will include an entire day dedicated to exploring the issues of digital transformation in the agrifood sector with 4 agile workshops of 30 minutes each, two in the morning and two in the afternoon.


What are we going to talk about? The day will open up with an overview of 2021 scenarios and trends in the Food & Grocery e-commerce by Mario Bagliani, Senior Partner of Netcomm Services. Key data in the Food & Grocery e-commerce markets, both Italian and global, and emerging online food shopping behaviours are some points that will be touched in addition to retailer and food brand strategies and new services and trends in post-2020 e-commerce, before a final look at the digitally-driven redesign of the food supply chains. Next, Bagliani will dig into e-commerce channels and key choices for getting started or managing and developing business. The picture will be completed by discussions on digital marketing, logistics and the role of data and performances.


Giulio Finzi, Senior Partner of Netcomm Services, will take the mic in the afternoon. The first workshop will focus on how to sell online through Marketplaces, starting from the consideration that B2B and B2C Marketplaces are worth about 40% of all online sales, which makes them a fundamental channel for any company’s online sales development strategies, and one that should be aligned with business developed with one's company website.


Finzi will conclude the day with an in-depth discussion on Digital Export: selling online globally. In fact, the internationalisation of companies is increasingly using digital tools today, thus reducing distances between exporters and end-customers - either consumer or professional - and deeply changing traditional export chains.


In light of the strong investments envisaged in the Next Generation EU plan for digital transformation, this is a unique opportunity to get a closer look at tools and techniques that may open up new channels and markets for products.