What food means to an Italian

What are you willing to sell to the Italian market? Who are your customers? How could you address them with events siding the Expo 2015?

Well you surely know the main theme of Expo is food: nurturing the plant is the payoff.

So you know how much food means to us, how many meanings it has to us.

It means friendship, welcome, care, passion even sex.  Fun, business,  a way to negotiate or make peace. An opportunity to join old friends, to gather from different stories, to start again a new adventure, maybe together.

Food is everything to an Italian: are you able to find a link with it and what you sell?

Tourism is an easy catch: come and taste different food.

Consultancy even easier: your food for thoughts.

Friendship can be used as a pretext for furniture, sport, travels. Family can be an excuse for vacations, housecleaning, cosmetics, perfumes.

And what about B2B?

Well do you really need a red herring?

In case  try to  make a connection with different kind of food or cuisines.

Presses can thus be linked to smashed foot: potatos and so on as the main theme.  Machine tools to delicatessen (salami and charcuterie) and steel mills to spaghetti and other kind of pasta.

As you can see it’s easy to find a way to be here during Expo with your products and find a straight line to the Expo theme: need some help? Here we are!

Could the Expo“fuorisalone” be the chance you are looking for to penetrate the Italian Market?

Why could Expo Milano 2015 a good way to penetrate the Italian market and make a statement to assess your position in Italy? In the recent post I suggested the reasons why Expo could really be an efficient breakthrough to land profitably into our marketplace.

Today I'd like to discuss of one of the most common and loved habits that could really be easily used to set a presence. 


Expo 2015 will especially means “fuorisalone” for the company willing to value the huge number of people that will visit Milano and the high level of international interest that the Expo will raise.

What “fuorisalone” actually stands for? 

It’s an habit that was introduced by the furniture and design exhibition: the idea was to leverage the presence of a lot of people –buyers, journalists, opinion leaders or just curious- in town to organize event not necessarily directly linked to the fair but able to raise attention and promote a brand.

The idea was successful and right now the “fuorisalone” events are even more relevant and powerful that the exhibition itself.

So Milan is used to happy hours, party, conferences, shows that will gather a lot of people or just the lucky few that have been invited to join the gala and the model has been reused and renewed several time.

The Expo will last six months: it’s unbelievable that a company could hold a boot for that long. Therefore the “fuorisalone” events could be the best chance to catch the people you have aimed to and make the noise you want and need to be remembered.

What to learn more?

Stay tuned!