Not just a presentation, but a positioning exercise. With "Evolution," SAF – Spettacoli alla Frutta chose Bologna to preview its vision for 2026 to the trade press and retail managers, on the eve of Marca. The evening, hosted at Bravo Caffè, marked a shift in the approach to training, communication, and supply chain relations in the fruit and vegetable sector.
The event clearly demonstrated SAF's ambition: to transcend the idea of one-off initiatives and build a structured ecosystem capable of engaging with retail and younger generations through contemporary approaches. This journey already looks to 2027, when the project will bring fresh produce beyond the trade fair pavilions, in a format inspired by urban cultural models.
SAF – a consortium of 16 Italian fruit and vegetable companies and brands – aims to be a collective platform for experimentation, with three strategic directions: shared training, category storytelling, and the development of concrete tools for the point of sale. 2026 will be the year of the Training Workshop, with residential events dedicated to the brand, department, and the future of consumption, in collaboration with research institutions, universities, and industry stakeholders.
The relationship with large-scale retail trade is also central, becoming a testing ground for innovation. This is where the Fruit&Veg Show AI debuts, a continuous in-store format based on ALDO, an interactive totem managed by artificial intelligence, designed to increase engagement, information, and department performance, with a comparative measurement model between stores. The costs will be covered by SAF, confirming a partnership-oriented approach.
The choice of the jazz club as a location is no coincidence: improvisation, style, and contamination are an integral part of the SAF method. Reinforcing the message, the surprise appearance of Mario Biondi, who took the stage during the Chicco Capiozzo Trio's live performance, transformed the event into a powerful metaphor for authentic connections between different worlds. "Evolution" thus launches a clear invitation to the supply chain: build a shared vision, make fresh produce culturally relevant, and restore the centrality of the department as a space of value, not just a sales outlet.
