Bakery trends and Italian food culture in Milan
We hosted a bakery trends tour and mini-conference in Milan for an existing client. The brief was to introduce the executive team and board to Italian food culture and grocery, with a specific focus on bakery and bar culture.
We worked with local baker Luna Ferrari and food tour expert Sara Porro to curate an immersive Milan food tour, taking in the cafes, bars and bakeries that embody current and future trends. The group experienced stand-up coffee culture for breakfast, innovative to-go options for lunch, and tried new formats such as pinsa. We coupled this with a mini-conference, featuring Kantar’s CEO for Italian Insights Division, Federico Capeci, as well wholesale bakery suppliers who could share their distinctive take on the industry.
Highlights included:
Innovation session with Davide Longoni, the ‘Godfather’ of bread in Milan. Davide hosted us at one of his pioneering bakeries and discussed the rise of large format breads, the return to heritage wheat, and his views on the future of artisan bread in Italy.
Visiting Mercato Centrale at the central station, to experience multiple trend-led outlets in once space
Kantar insights session on current and future trends in Italian consumer behaviour
The event was a great success, as participants were fully immersed in the unique differences that shape the Italian bread market, whilst also getting a taste of the flavour and formats to come.
We have organised similar events in London, Paris and New York, so please get in touch if you would like to discuss events for your business.
