Face to face with: CLAUDIA CASTELLO | SANA Team

December 2025

SANA Food and the Horeca world: interview with Claudia Castello, Exhibition Manager of the event

SANA Food is preparing for an edition that is more than ever oriented towards the world of Horeca, specialised retailers and gastronomy, confirming its status as a point of reference for hotels, restaurants and catering companies looking for concrete solutions for a more conscious, sustainable and innovative out-of-home experience in line with a highly dynamic sector.

For Claudia Castello, Exhibition Manager of the BolognaFiere Business Unit that organises SANA Food, strengthening the partnership with Slow Food – alongside the long-standing collaboration with Federbio and V-Label Italia – represents a crucial step in the evolution of the event: for companies, it is an opportunity to address new demands for transparency, responsibility and quality in the out-of-home consumption market, and to promote alternative production models, while enhancing territories, biodiversity and more ethical production models.

What identity is the event taking on and where does this characterisation come from?

SANA Food has solid roots: it comes from SANA's more than thirty years of experience in the organic world. In recent years, especially after the pandemic, the food market has undergone a profound transformation, marked by greater awareness of health, environmental and ethical issues. Observing these changes, as documented by the SANA Monitor and the 100 Healthy Days Monitor, and discussions with partners such as FederBio, V-Label Italia and, now, Slow Food, have led us towards a new professional format, unique in the Italian trade fair scene: a platform dedicated exclusively to healthy and sustainable food for out-of-home consumption. No longer just organic, but also biodynamic, vegan, from quality supply chains, PDO and PGI. SANA Food connects businesses with professionals who are leading a market increasingly oriented towards quality, sustainability and transparency, in order to meet the expectations of consumers who are conscious, informed and much more selective in their choices.

In the 2026 edition, what concrete proposals will this new identity of SANA Food translate into?

The companies exhibiting have a very high-quality profile in terms of both production and supply chain, and are either firmly rooted in tradition or innovative, with great respect for environmental sustainability and the protection of the land and people. As I said, SANA Food does not only cover organic products, but various product segments. In addition to these, there will be a focus on pillars of the out-of-home sector, such as EVO oil, balsamic vinegar and honey, which will be presented through professional masterclasses, conferences and in-depth discussions on agri-food policies. Still on the subject of sustainability, with the Social Food Area we are launching a programme to promote products from social reintegration initiatives or from land confiscated from criminal organisations: a concrete example of ethical production. Thanks to the synergy with the Slow Wine Fair, the fair for good, clean and fair wine, which will be held simultaneously and in adjacent halls to SANA Food, hospitality professionals will be able to access both events with a single admission ticket and embark on a journey exploring the inseparable relationship between sustainable, high-quality food and wine.

The essence of SANA Food is, therefore, deeply B2B. How do you encourage interaction between exhibitors and buyers?

SANA Food is expected to attract over 15,000 trade visitors from the Horeca sector, delicatessens, specialised shops, wine bars and taverns. Furthermore, with the support of the Italian Trade Agency (ICE) and BolognaFiere's international network, the event confirms its status as a privileged gateway to foreign markets that are most interested in artisanal, innovative, sustainable and high-quality products. More than 300 buyers specialising mainly in the Horeca channel will arrive in Bologna from over 30 countries across Europe, Canada, China, Hong Kong, Japan, Mexico, the USA and Vietnam. Starting at the end of January, professional visitors and buyers will be able to book their appointments at the fair on the b2match platform, a free and exclusive service that allows them to plan their agenda in a targeted manner. To support companies, we have also provided other visibility tools, such as the ‘Face to Face with...’ interviews, which we broadcast through social media, the website and the SANA Food newsletter. In addition, with SANA Novità, we promote products both online, through a catalogue distributed to all buyers in the months leading up to the event, and at the event itself. Not to mention the live tasting and training events that will enliven the Ooh Lab! area, as well as all the conference activities, including the unmissable Rivoluzione Bio, with highlights from the SANA Monitor. We want to facilitate concrete and lasting business opportunities for the entire supply chain, highlighting the stories behind the products and the companies that produce them: stories of tradition, innovation and sustainability that become competitive and identity-building levers for those operating in the market.