GialloZafferano at TUTTOFOOD 2025
● Italy’s number one food media brand is the media partner of the leading trade fair for the agrifood industry. The brand will take centre stage with a rich programme of content and activities during the four days of TuttoFood
● The GialloZafferano Lounge, located within TuttoFood’s Street Experience, will host tastings, showcooking sessions and talks every day, attended by more than 50 guests, to discuss the changing relationship between Italians and cuisine, business opportunities for companies in the food sector, and challenges connected to well-being and the internationalisation of our outstanding agrifood products
GialloZafferano is bringing to TuttoFood – the prestigious B2B trade fair dedicated to the agrofood ecosystem – the successful formula that has made it the most popular food media brand among Italians: the pleasure of cooking together and the ability to communicate.
The tenth edition of TuttoFood, hosted by Fiere di Parma for the first time, is welcoming 4,700 companies in over 150,000 square metres spread over 10 stands, as well as thousands of professional visitors and top buyers from all over the world. GialloZafferano, a reference point for Italian cuisine – one in two Italians cooks with its recipes – is the media partner of the 2025 edition.
During the four days of the fair (5-8 May, Rho Fiera Milano), the GialloZafferano Lounge will host entrepreneurs, chefs, creators and opinion makers. In addition to the preparation of dishes and tastings that combine innovation and tradition, there will be discussions about ways to showcase cuisine in Italy and around the world, as well as opportunities for development in the dynamic agrifood market.

GialloZafferano Lounge with live kitchen
In the GialloZafferano Lounge, a 180 sq m stand in the centre of Corso Italia, the main street of TuttoFood 2025, every day begins with a coffee tasting followed by a showcooking session featuring chefs, GialloZafferano ambassadors and creators from the Zenzero Talent Agency, the agency that manages the best food creators in the Italian digital scene.
The heart of the GialloZafferano Lounge is the live kitchen where, every day, GialloZafferano resident chefs Sebastian Fitarau and Lulù Gargari, hosts Giovanni Castaldi and Manuel Saraceno, together with Chef Daniele Rossi, offer innovative ideas and suggestions in the kitchen, alternating with debates moderated by Federico Quaranta, one of the most authoritative voices in the food and wine world and in the media.
The program, which is packed with dishes and content, also addresses the theme of catering and hospitality with Rossella Cerea, general manager of Da Vittorio, and chefs Cesare Battisti of Ratanà, Raffaele Minghini and Sauro Ricci of Joia, Alessandro Pinton of Horto, Fabio Pisani of Il Luogo Aimo e Nadia, and Giovanni Ricciardella of Cascina Vittoria.
Finally, a business perspective is brought to the Lounge thanks to contributions from entrepreneurs and managers such as Anna Bardon, brand & digital marketing senior manager cheese – Gruppo Lactalis, Amanda Biasi, marketing manager – Rummo, Antimo Caputo CEO – Mulino Caputo, and Andrea Santagata, managing director of the Digital and MarTech area of Mondadori Media.
Commenting on the occasion, Andrea Santagata remarks: “We are delighted to present the GialloZafferano content and network in the physical setting of TuttoFood. With 50 guests including important chefs, content creators, entrepreneurs and managers of food companies, the GialloZafferano Lounge becomes a reference point for the guests of the Fair. We hope that these four days of discussion will shed even more light on the need for the media and companies to innovate and communicate more effectively against a backdrop full of critical issues, as well as opportunities for the Italian food sector: foreign markets, in particular the United States, the use of artificial intelligence, and new consumption habits.”
The GialloZafferano Lounge will also be animated with showcooking activities and tastings featuring Mulino Caputo flours, a selection of Leffe beers, Urbani truffle products and the aroma of Verzì coffee. The partnership activities have been developed together with Brand On Solutions, a project area of Mediamond.

GZ Lab and Italians’ well-being at the table
In the rich programme of meetings and showcooking sessions, a central role is dedicated to a discussion of the ways in which Italians’ consumption is changing, particularly the concept of well-being at the table. New data will be presented by GZ Lab, the first digital food observatory in Italy created with scientific support from the Sylla research institute, which, thanks to the GialloZafferano community, explains how Italians’ cooking habits and priorities are changing.
Here is a preview of some figures: 27% of Italians have increased the number of times they eat at home compared to last year. Moreover, as many as 98% of Italians associate the concept of healthy eating with home-cooked meals: this makes it possible to combine health, taste and high-quality ingredients, which, according to 39.5% of respondents, should ideally be locally sourced.
For 62%, well-being is also about having enough time to cook; ‘meal prep’, i.e. planning and preparing weekly meals in advance, is increasingly popular, with 58% of respondents practising it, and a further 25% interested in trying it out.
The recipe for eating well is a balance between health and taste (rating 8.9/10), which, according to 65% of respondents, is achieved by using fresh, seasonal ingredients
GialloZafferanois the leading food media brand in Italy: on the web, 1 in 2 Italians cooks with GialloZafferano, which reaches 23 million people every month (Comscore incremental reach, March 2025). With a fanbase of 72 million followers, it tops the world’s food media brand ranking on social media (source: Shareablee-Comscore and social insights). Offering recipes that are always easy to make and accessible to everyone, it is available to people at any time of day on all channels: from the web to social media, apps, smart devices, magazines, books and local events.