It wasn't a simple visit to a supermarket, it was an immersive experience in one of the most evolved retail markets in Europe.
During TuttoFood Milano 2026, buyers, CEOs, category managers and commercial directors from Brazil, Argentina, Colombia, Peru, Uruguay, Panama, Venezuela and Dominican Republic participaron en el Inside Italian Retail Store Tour by Food Retail Italy in collaboration with TuttoFood and Fiere di Parma.
The objective was clear: show live how the Italian mass retail market is evolving and who are the models that today are redefining the relationship between luxury, private brand, fresh products, premiumness and convenience.
The first stop was Esselunga Cascina Merlata, one of the most modern and representative formats of Italian retail. El subdirector Denis Sartore guió al grupo explicando the evolution of the Esselunga modelWhile Andrea Meneghini, CEO of Food Retail Italia, coordinated and translated the exchange between the management of the sales point and the international invitees.
One of the aspects that most surprised the participants was to discover how a clear sequence from the outside as “premium” logra en realidad awaiting many different audiences thanks to a broad, profound and democratic surprise. A model that combines quality, experience and accessibility.
También despertó great interés el Conad Superstore in Sesto San Giovanni, where the participants could observe the evolution of a supermarket strongly established in the territory, but at the same time capable of innovating. The strength of the Conad private brand and the attention to health categories and specialized segments were especially valued.
The visit to MD Spa allowed us to understand the evolution of the Italian discount store. Many Latin American leaders stand out as the Italian format has very different characteristics compared to the traditional hard discount present in other international markets. Fresh, fruit and vegetables, excellent quality and organization of the space convey the sensation of finding oneself in front of a modern supermarket rather than a classic discount store.
The journey concluded in the heart of Milan's Central Station with a visit to Conad Flavors & Surroundings, a concept store that represents a synthesis between retail, Italian gastronomy and valorization of territorial excellence.
The initiative represented one of the most valuable moments of TuttoFood 2026 and confirms how Italian retail is attracting growing international attention, especially in part of Latin America, where the market is experiencing profound transformations between the growth of discount stores, the evolution of private brands and the redefinition of the role of traditional supermarkets.
For this reason, Food Retail Italia, TuttoFood and Fiere di Parma are working on new experiences dedicated to international buyers for the next editions, with even more exclusive programmes, meetings with the main Italian retailers and strategic visits within modern Italian distribution.
For those who want to understand why European retail is directed, Milan continues to be one of the places where it starts.
