The agreement between the Milan and Parma fairs could be the example, and the method, for the relaunch of the North

Finally. The hoped-for alliance between the Milan and Parma fairs went through with mutual satisfaction, bipartisan support for politics and above all with the identification of an industrial project that creates added value. In short, not only a rationalization of the existing exhibition offer but a hypothesis of challenge to the European leaders of the sector, German and French. In Milanese dreams there is that of replicating, in the forms that will become possible, the extraordinary success of the Salone del mobile. To get close to that benchmarks however there will be a lot of work to be done in terms of innovation and imagination. We will see. The cultural context is favorable because, even more than furniture, food has become a matter of purely identity, we are also defined by what we eat and therefore the prerequisites for popular involvement around trade fairs are all there. We will need a format that somehow surprises and is not just the birth of yet another city week. But the Cesares (the top management of the two trade fairs) are recognized for what is their due, it must be said that the Cibus agreement goes far beyond the commercial aspects mentioned above.