Fresh foods are more and more frequently on our table. They are protagonists of many institutional campaigns to raise awareness on their consumption, and they are the core of SO FRESH, the first Italian Conference and Exhibition devoted to fresh foods. BolognaFiere directly organises this event and its role as exhibition hub for large-scale retail trade, becomes increasingly important in national and international scenario. SO FRESH being scheduled for January 18th and 19th, 2007 at Bologna Exhibition Centre.

New attention is paid to food industry to favour and increase consumption of fresh foods, as they are considered an important ingredient to prevent "side effects" caused by our "welfare" society. Therefore, sales and communicatin strategies of modern stores are now focusing on fresh foods.

"Communicating fresh concept" is an emerging need with many facets and includes how to have an optimum product layout (shelf positioning, new packaging concept, POP), how to highlight and show product nutritional properties, how to suggest new uses and how to offer the wide range of national products of excellence.

Product range, positioning/image, communication/additional services are classic levers in food marketing. And today they are increasingly vital to support sales strategies in an optimum way. Any innovating store design has also to pay more and more attention to new processes and changes in purchasing dynamics. Just to give two revealing examples: one stop shopping utmost variety of product categories with a wide range and leisure shopping - a new consumer trend.

SO FRESH LAB will put forward a new innovating vision of produce department: beside products in their natural version, you will find their unlimited processing options. The exhibition will develop through thematic corners over an area of 250 square meters at the Service Centre, in Bologna Exhibition Centre.

SO FRESH 2007 Core Exhibition will also highlight new communication contents to make consumers increasingly use and buy produce. Visuals will demonstrate what additional information should be on hand so that final consumers can make conscious purchases: from sugar content of the various products to processing options depending on the type of product.

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