E sprit de corps often triumphs over in dividual talent in team sports Two of the leading Italian exhibition compa nies have taken this to heart Veron afiere and Fiera Milano will collaborate more closely in the future They have agreed to cleanse the exhibition calendar in the foods area and to organise only one event for fruit and vegetables The fusion of Milan s Fruit Innovation with Verona s Fruit Veg Sys tem has given birth to Fruit Veg Innova tion From next year on the joint event will shuttle between Verona in even years and Milan in odd ones Each venue will feature different focuses in Verona the areas of pro duction and agricultural farming technology in Milan finished products The first edition of Fruit Veg Innova tion will be held from 8 to 11 May 2017 at the Milan venue There the new exhibition will run concurrently with the leading Italian food show Tuttofood This will allow syn ergy effects to be generated among visitors Fruit Veg Innovation moreover will round out the strong segment in Milan of organic and vegan products Thanks to this agree ment two exhibition organisers can pool their expertise says Corrado Peraboni They can put aside rivalries and create a product suit ed to the needs of a ripe market argues the CEO of Fiera Milano A further aspect of the agreement is the realisation of a new event during Tuttofood It will be called Wine Dis covery and will be organised by Veronafiere hosts of Italy s most important wine exhibi tion Vinitaly The latter show attracts over 4 200 exhibitors and almost 150 000 visitors every year to Verona This extensive know how is to be invested in setting up Wine Dis covery especially in training activities for the accompanying programme This only underscores Veronafiere s lead ing national role in the organisation of exhi bitions in the wine sector The two compa nies have also agreed to not compete against one another Milan will relinquish its own activities in the wine sector since a fragmen tation will do no one any good except for eign competition Vinitaly is a prime exam ple of original Italian quality says Milan s Corrado Peraboni praising the colleagues in Verona It has to be preserved by all of us The cooperation between the two exhibition companies in the food sector is meant to es sentially promote the trans border aspect A feature of the new exhibition Fruit Veg In novation will be a stronger international fo cus Both exhibitions companies are con vinced that in European competition nation al teamwork is called for instead of regional parochialism www fieramilano it PB 20 FOCUS TradeFairs Internation al 5 2016 INTERNATIONAL EXHIBITION CENTRES Insieme in fruit and vegetables In order to reduce competi tion that adversely affects tar get groups it can make sense to have an exhibition shuttle between two venues every year as a case from Italy demonstrates Die Fruit Veg Innovation wird bei ihrer Premiere 2017 zusammen mit der Tuttofood ausgerichtet For its debut in 2017 Fruit Veg Innovation will be staged together with Tuttofood Ph ot o F ie ra M ila no

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