From olive oil to leavened goods, from chocolate to coffee, from cheeses to preserves, Taste will offer the opportunity to discover and deepen knowledge of unique Italian-made products and items ready to conquer the most refined tables and discerning palates. The most famous ingredients of food culture have also become the colorful symbols characterizing the advertising campaign and the theme of this edition: "Colors are served!”.

The exhibition itinerary will also surprise the public with one of the most important innovations of 2024: Taste "conquers" the Padiglione delle Ghiaia, a central and strategic area of the Fortezza da Basso. While the Central Pavilion and the Cavaniglia Pavilion will host exhibiting companies from the three sections (TASTE TOUR, TASTE SPIRITS, and TASTE TOOLS), the new space will concentrate on parallel activities: the UNICREDIT TASTE ARENA hosting events; the restaurant curated by “Filippo – Ristorante a Pietrasanta”, animated with events and tastings; and finally, the TASTE SHOP where visitors can purchase products discovered during their visit.

The Sala della Volta becomes the stage for a special project presented by Giannoni & Santoni: “NEW EGG,” an unexpected collection of domestic chicken coops, items that transcend the boundaries between art, design, and architecture, conceived by the duo Vedovamazzei, with artistic direction by Nicolas Ballario.

Davide Paolini will animate the usual appointment with the TASTE RINGS: three meetings with the most interesting professionals and protagonists of contemporary food culture. The topics are: "Food fermentations", "The importance of branding in SMEs" and "Wine in amphora". The other scheduled TASTE TALKS will instead explore the theme of "colors". Finally, the entire city of Florence will come alive with the FUORIDITASTE events in a program that involves the companies of the fair and the city's most beautiful venues