Track: Marketing and Communication

This insightful presentation, offers an exclusive glimpse into the future of the industry. Dive deep into the latest market and consumer trends as we highlight the breakthrough directions and innovations set to transform the food and beverage world in 2026 and beyond. This presentation will empower you with the forward-thinking insights you need to stay ahead of the curve in a rapidly evolving landscape.

YOSOY, leader in the barista segment in Spain, has built its position by anticipating consumer trends and turning them into real innovation. In this presentation, we will share our strategy for driving growth in the barista segment by combining health, flavour and indulgence, and introduce the three 2026 innovations that reinforce our leadership in retail and horeca.

The QR code is presented as the future and present of the barcode to improve efficiency in-store and open a digital channel to communicate directly with the consumer. With this technology, food safety can be enhanced, food waste can be reduced, and at the same time, it can redirect users to an extended product label containing a lot of additional information about the product

For years, promotions have been used as short-term tactical levers. Today, however, they have become one of the main touchpoints between brands and consumers. In this session, we will explore how brands are transforming their promotional strategies toward more relationship-driven models, combining high-impact campaigns and loyalty programs to generate engagement, consumer insights, and sustainable long-term growth.

Triptolemos Foundation is a global pioneer in sustainable food systems: ALIMENTARIA's 50th anniversary invites reflection. Leaders committed to Sustainable Food Systems will share their experiences, demonstrating how business leadership, innovation, science, and cooperation enable progress toward more competitive, sustainable, and healthy food models, generating positive social impact and economic value

Discover consumer habits around how food is handled, stored, and prepared at home. In this session, we’ll share insights from the 2nd edition of the AECOC Shopperview Food Safety Barometer, highlighting the important role consumers play in ensuring food safety.

The rules of the game have changed. AI is no longer just a tool for chatting or creating text; it can now pursue business goals and make autonomous decisions. We have moved from giving simple instructions to ChatGPT to enabling AI to work independently to deliver results. Today, there is a strong competitive advantage in redesigning processes and a real cost in continuing to rely on legacy tools in this new era

This presentation covers seven essential keys for conducting solid consumer research in the food sector: defining clear objectives, selecting the right sample, creating realistic testing contexts, choosing the proper methodology, ensuring data quality, analyzing rigorously, and turning insights into actionable decisions that drive innovation and reduce risk.

A meeting designed for food-sector companies and organizations to explore how certification drives effective waste reduction, in a key regulatory moment marked by the full entry into force of Law 1/2025. The session will offer practical insights on how to anticipate requirements, ensure compliance, and create value through certified food‑waste management models.

Conversation on the impact of fake news and AI on food and their effects on reputation, competitiveness and consumer trust. Based on the report “Health, Food and Fake News”, the causes of misinformation, its consequences for the sector and the strategies to anticipate and respond to these crises will be addressed. The discussion will also examine how generative AI is impacting consumers’ ability to influence and recommend products.

‘De Cerca’ celebrates its second edition on March 25 at 10:15 AM at the Auditorium – The Alimentaria Hub (Pavilion 5), during Alimentaria Barcelona. With free entry upon prior registration, the event will give a platform to women executives in the meat industry to share their experiences and discuss key sector challenges such as innovation, sustainability, and generational transition, in a space for professional exchange and reflection.