Focus on “zero waste and the environment”, a new section dedicated to gin, Paolini’s Rings, the editorial collaborations and the events around the city as part of FuoriDiTaste

TASTE THE UNEXPECTED! Partly cartoon, partly pop art, brightly colored graphics, energy-packed and to be savored with the eyes.  This is the communication campaign announcing the return of TASTE. In Viaggio con le Diversità del Gusto.
The fifteenth edition of the Pitti Immagine fair that assembles together the best of the excellences of taste and the latest trends in contemporary food culture and kitchen lifestyles will be held in Florence from 26 to 28 March 2022. 

There will be lots of new features starting with the location.  In fact, TASTE is growing and moving to the Fortezza da Basso with an original exhibition itinerary – starting in the Upper Level of the Main Pavilion, then moving down to the Ground Floor, and from there coming to an end in the Cavaniglia Pavilion – designed to accompany international buyers, specialist members of the trade, the Italian and foreign press and the public of food enthusiasts as they explore new flavors which are both surprising and unexpected.

There will be around 470 exhibiting companies, 130 of which are new entries: over 90 companies more than at the last edition in 2019.

“TASTE is growing and evolving.  This edition is much more than a return to an in-person format: the event has been rethought and redesigned starting with the opportunities offered by the spaces at the Fortezza da Basso, with a more relaxed and functional visiting itinerary which, at the same time, guarantees a totally safe fair experience, as already seen at the relaunch of our fashion rendezvous”, states Agostino Poletto, general manager of Pitti Immagine.  “You will find lots of preeminent products and new discoveries selected through precise scouting activities in the world of Italian gastronomy – with a few little international episodes, as well as special projects connected to types of production aimed at niche markets.  “Zero Spreco: non sprechiamo il cibo, non sprechiamo l’ambiente-Zero Waste: don’t waste food, don’t waste the environment” will be the main theme and the thread running through the talks and events, drawing attention to concrete experiences of sustainability linked to the world of production and the environment, as well as that of the end consumers.  This will be our way of contributing to protecting the territory and its products”.

Like the other Pitti Immagine fairs, Taste also has its own digital showcase on the PITTI CONNECT platform.  The companies taking part in the fair are already online on taste.pittimmagine.com, in order to give members of the trade an opportunity to discover the products and new ideas in advance, to plan their itinerary for visiting the Fortezza and learn more about the main themes through editorial projects, focuses to read and galleries to browse. 


UniCredit, the pan-European banking group which is determined to maintain strong roots in the territories and a wide-ranging relationship with the communities in which it operates, is the Main Partner of Pitti Immagine and will also be at Taste with its own space at the Fortezza da Basso and with the UniCredit Taste Arena, an area dedicated to the Taste Rings, talks, and presentations. "UniCredit - explains Andrea Burchi, UniCredit Regional Manager for the Centre North of Italy - acts as the interlocutor and partner of choice for the development of the Italian productive system. We keep the focus on small businesses, supply chains, and more generally the territory to support their sustainable growth."