TUTTOFOOD MILANO 2026: STRATEGIC FOR MENA REGION COUNTRIES

First-time participation confirmed for Egypt and Saudi Arabia, with growing attendance from Central Africa. Buyers from the region also see a sharp increase of +10%.

Milan, January 27th, 2026 – Attendance exceeded expectations at the networking evening organized by TUTTOFOOD Milano 2026, in collaboration with the Parmigiano Reggiano Consortium and ITA – Italian Trade Agency, held last night in Dubai. Approximately 300 guests—including agrifood supply chain producers, buyers, institutions, and press representing the MENA region (Middle East and North Africa) and specifically the GCC (Gulf Cooperation Council)—gathered at the elegant Salotto by Chic Nonna. The venue, a perfect example of Italian design in the heart of the Emirati metropolis, hosted the meeting with top executives from Fiere di Parma and ITA Agency who, on the occasion of Gulfood, presented the 2026 edition of the event.

The following speakers participated in the evening: Matteo Zoppas, President of ITA – Italian Trade Agency; Antonio Cellie, CEO of Fiere di Parma; Riccardo Caravita, Food & Beverage Global Brand Manager of Fiere di Parma; Thomas Rosolia, CEO of Koelnmesse Italia—a long-standing strategic partner of Fiere di Parma ; and Carmine Forbuso, CMO of the Parmigiano Reggiano Consortium, which is supporting the TUTTOFOOD world tour. The famous Emilian cheese took center stage during the event, which was marked by a spectacular ceremonial cutting of a whole wheel.

TUTTOFOOD 2026, scheduled to take place from May 11 to 14, 2026, at the Rho-Fiera Milano exhibition center , marks one year since the first edition managed by Fiere di Parma. It continues to be recognized by global operators as “one of the most strategic platforms for the food and beverage sector worldwide: a leading international hub for producers, distributors, and buyers in the industry, capable of offering networking opportunities with professionals from dozens of countries – stated Antonio Cellie, CEO of Fiere di Parma – with the goal of bringing together operators from all over the world in Milan”.

The success of the Dubai event confirmed a significant increase in participation for TUTTOFOOD 2026 by companies and operators from the MENA region. This includes a particularly notable turnout from exhibitors in Egypt and Saudi Arabia (represented by its major national collective, Saudi Arabia), both participating in TUTTOFOOD for the first time, as well as growing interest from Central Africa. In parallel, there has been a 10% increase in buyers from the retail and food service sectors within the region. This growth highlights a structural, rather than incidental, interest in the Milan-based event.

“For MENA/GCC companies, participating in TUTTOFOOD means direct exposure to the European market and international buyers seeking recognizable, reliable, and high-value products – explained Cellie – a need made increasingly urgent by the profound cultural changes affecting the region’s consumption patterns and subsequent food demand, which inevitably impact the entire production, distribution, and out-of-home dining supply chains.”

Indeed, the orientation of consumers and operators in the MENA and Gulf regions, as revealed by the most recent analyses of agrifood trends in the Persian Gulf, highlights an evolution in consumption habits toward models that are more attentive to quality, transparency, and product origin.

A perfect example is the “Made in Saudi” project, a core component of the “Saudi Vision 2030” government program. This initiative encourages the localization of production to reduce dependence on imports and introduces strict regulations from the Saudi Food and Drug Authority (SFDA). These include the mandatory disclosure of calories on menus and a ban on trans fats, both of which are driving a mass reformulation of industrial products. Furthermore, the F&B sector is viewed as an essential pillar to support the goal of attracting 150 million annual visitors by 2030, making a world-class food infrastructure a top priority.

These projects find in TUTTOFOOD a perfect opportunity for growth, as well as a platform for engagement with Italian food culture, which is seen as a model. Within this framework, TUTTOFOOD serves as a strategic hub to consolidate commercial relations, reach new buyers, and guide Italian companies along development paths in high-potential markets. These markets are characterized by strong growth in food and beverage consumption and an increasing openness toward mid-to-high-end international offerings,” explained Cellie.

Regarding this, Matteo Zoppas, President of ITA – Italian Trade Agency, stated that: “The data on Italian agrifood exports to the MENA and Gulf countries, which is in constant growth, further reinforces this scenario and confirms the strategic importance of these markets for Italian businesses. The support that we, as ITA – Agency, provide to TUTTOFOOD thus proves to be doubly fruitful for the agrifood exchange between Italy and the MENA countries.”

Riccardo Caravita, Brand Manager of TF 2026, also thanked the ITA – Italian Trade Agency for the invaluable collaboration during the international roadshows: “A continuous activity that touches strategic markets and strengthens TUTTOFOOD’s positioning as a privileged attractor for diverse food styles, not only Italian, as well as an extraordinary business facilitator”.

“The partnership between Fiere di Parma and Koelnmesse—organizer of the Anuga trade fair held in Cologne in alternating years to TUTTOFOOD—is fundamental, as this staggered scheduling creates a consistent landmark for key decision-makers in the global food business,” stated Thomas Rosolia, CEO of Koelnmesse Italia.

Similarly, “the international appeal of an iconic city like Milan and, last but not least, the unique expertise of Fiere di Parma in the agrifood sector—now at the center of a ‘food galaxy’ consisting of Tuttofood, Anuga, and Cibus—are decisive factors,” concluded Cellie.

TUTTOFOOD Milano 2026 Press Office

Lead Communication

anita.lissona@leadcom.it 335 498993

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