Supply chain transparency as a competitive lever and distinctive value in the agri-food market. This is the message Granoro will bring to TUTTOFOOD Milano 2026, scheduled for May 11-14 in the Lombardy capital, one of the main international hubs for food and beverage. The event represents a strategic showcase for companies, buyers, and large-scale retail operators, who are increasingly oriented toward traceable and sustainable production models. In this context, Granoro aims to strengthen its positioning through an approach that focuses on the supply chain and its connection to the local area. In Pavilion 7 – Stand L07, the company will welcome visitors and professionals with tastings and two cooking demonstrations, scheduled for May 12 and 13 at 12:00 p.m., led by Marco Meschini, who will reinterpret the quality of Granoro pasta in a contemporary way.
But the heart of the trade fair will be innovation applied to traceability. At Tuttofood, the company will present the introduction of blockchain technology on the packaging of its "Dedicato" line, a project that epitomizes its production using 100% Apulian durum wheat. Thanks to this evolution, each package becomes a comprehensive information tool: through a QR code, consumers can access a digital platform developed with Authentico, capable of reconstructing the product's entire journey, from field to fork.
The system provides access to the fields cultivated, the farmers involved, the processing mill, the pasta factory, and even the distances traveled by the raw material. All data is recorded on blockchain, making it immutable and verifiable, ensuring authenticity and transparency. The "Dedicato" line is based on a structured supply chain involving approximately 350 Apulian farms and over 15.000 hectares of durum wheat. This model has been developed over time through direct relationships with farmers and is governed by shared technical specifications.
In this context, the short supply chain becomes a tool for value creation: Granoro ensures cultivation contracts with guaranteed minimum prices and quality-related bonuses, offering economic stability and planning capabilities to farmers. The value generated remains local, fueling the local supply chain, which involves logistics, storage, and agronomic services, with positive effects on employment and the regional economy.
Concrete environmental benefits are also emerging. Reducing the distance between the field, mill, and pasta factory helps reduce transportation emissions, while maintaining agricultural activities supports the protection of the landscape and native varieties. Blockchain also introduces an additional level of awareness for consumers, who can directly verify the origin of the grain, its qualitative characteristics, and the entire production process, thus guiding their purchasing decisions.
"With the introduction of blockchain technology on the Dedicato line, we are strengthening a path we've built over the years with local farmers, based on quality, sustainability, and a certified supply chain," stated Marina Mastromauro. "Today, we're making this commitment even more visible and measurable for those who choose our products." Giuseppe Coletti echoed this sentiment, emphasizing how "blockchain technology allows us to place the consumer at the center of the supply chain, strengthening trust and enhancing the connection between product, territory, and community." With this strategy, Granoro is following the industry's new trends, where digital innovation and local roots are no longer opposing forces, but complementary levers for building value along the entire agri-food chain.
