From retailer-led collaboration to AI-driven supply chain planning, MARCA by BolognaFiere is evolving into a year-round platform shaping the future of private label across Europe and beyond.

Rossano Bozzi, business unit director, outlines to Food & Drink Technology how the event is scaling its international influence while driving innovation in fresh, sustainability and non-food categories.

MARCA by BolognaFiere & ADM has undergone a significant transformation, moving beyond its origins as an Italian-focused exhibition to become a reference point for the European private label sector.

Bozzi describes this shift as the result of a sustained internationalisation strategy: “MARCA by BolognaFiere & ADM international ambition is a journey we began several years ago, and this year’s edition confirms a decisive step forward.”

The 22nd edition of MARCA by BolognaFiere & ADM 2026.

The latest edition recorded strong growth in both international exhibitors and buyers, reinforcing its position as a central meeting point for the industry. As Bozzi explains: “These record figures… confirm the central role of private label as a strategic driver for both the fresh food and non-food sectors.”

While the event remains rooted in Italy, its broader role is now clear, as Bozzi notes: “This strong international participation reinforces our positioning as a key European reference point: a true ‘European laboratory’ where the industry gathers every January to anticipate trends and define the strategic agenda for the year ahead.”

A retailer-led model reshaping industry dynamics

A defining feature of MARCA is its retailer-centric format, which distinguishes it from conventional trade fairs.

“The retailer-centric format remains MARCA by BolognaFiere & ADM defining feature and a unique model in the global exhibition landscape,” says Bozzi.

By placing 28 leading Italian retailers at the centre of the exhibition, the event shifts from a transactional marketplace to a strategic planning environment. “This transforms the show from a product marketplace into a strategic planning environment.”

Held at the start of the year, MARCA enables early-stage collaboration between retailers and manufacturers. Bozzi emphasises the impact of this timing and structure: “Rather than simple product pitching, manufacturers engage directly with retailers’ strategic teams to align capabilities with future plans.”

The outcome is a different type of industry interaction. “The result is a pre-competitive space where co-creation replaces transactional negotiation and long-term strategy takes precedence over short-term buying.”

MARCA Tech: bridging regulation, sustainability and AI

As regulatory demands intensify, particularly around EU packaging, MARCA Tech has become a core pillar of the event.

MARCA TREND @MARCA by BolognaFiere & ADM 2026.

Bozzi outlines its evolution: “MARCA TECH has evolved from a thematic area into a strategic infrastructure for the private label supply chain.”

The focus is firmly on practical implementation. “Today, MARCA TECH focuses on regulatory readiness, operational efficiency and scalability.”

In the context of upcoming EU requirements, the platform provides guidance on compliance while maintaining commercial viability. “We provide practical frameworks for compliant packaging design, helping companies anticipate regulatory impact while protecting margins and shelf continuity.”

Alongside this, digitalisation is gaining traction. “We explore targeted AI use cases to manage complexity and optimise launch planning and in-store execution.”

The long-term ambition is to embed this capability across the sector. “Our ambition is to expand this integrated ecosystem… positioning MARCA TECH as a permanent laboratory where the industry aligns on future standards and operating models.”

Fresh as a competitive differentiator

The expansion of MARCA Fresh highlights the increasing importance of fresh categories within private label strategies.

“The expansion of MARCA Fresh… reflects the strategic centrality of fresh categories within Private Label development,” Bozzi notes.

Italy’s approach to fresh — built on traceability, quality and supply chain control — is now influencing international markets. “In Italy, fresh fruit and vegetables are no longer a functional department but a competitive differentiator.”

This model is attracting global interest. “This model is increasingly studied by international buyers because it combines intrinsic product value with innovation in ready-to-eat and ready-to-cook solutions.”

MARCA’s role is to bring these elements together. “MARCA by BolognaFiere & ADM provides a systemic framework where fresh, logistics and packaging converge.”

Exporting a collaborative business model

The launch of MARCA-branded events in Poland and China signals a broader strategic ambition.

“With MARCA Poland and MARCA China, we are not just exporting a trade show, but a business model based on strategic collaboration between industry and distribution,” says Bozzi.

These international extensions are designed to create continuous engagement rather than one-off interactions. “This international network transforms MARCA into a year-round ecosystem.”

The impact extends back to Italy’s domestic supply chain. “These satellite events create permanent bridges… strengthening the global presence of the Italian supply chain in strategic markets.”

Premiumisation beyond price

Private label is continuing to evolve beyond its traditional price-driven positioning, with innovation and added value becoming central.

Bozzi points to clear market signals: “At the MARCA Awards 2026, we see clear evidence that Private Label has moved beyond its traditional price-driven role to become a platform for innovation, wellness and sustainability.”

Growth in food wellness is particularly notable. “The Food Wellness segment grew +21.7% in value… demonstrating that consumers increasingly choose Private Label for trust, functionality and added value.”

Emerging categories are also reshaping the landscape. “The strongest signals this year came from Food Wellness and Pet Care, with high-protein and ‘free-from’ solutions… and ready-to-eat and ready-to-cook products.”

The implication is clear: “The evolution of Private Label today is driven by expertise, sustainability and innovation, not by price alone.”

Non-food: the next frontier for innovation

Looking ahead, non-food categories are expected to play a more prominent role in private label development.

Bozzi identifies these segments as innovation accelerators: “Categories such as personal care, home care… and pet care are becoming testing grounds for new retail models.”

Their agility allows faster adoption of new technologies and materials. “These categories are often the first to adopt circular packaging, smart labelling, AI-supported assortment planning and omnichannel logic.”

As a result, their influence extends beyond their immediate category. “Setting standards that later extend to food.”

A year-round laboratory for private label

The long-term vision for MARCA is to move beyond the traditional trade fair model.

“Our ambition is to continue evolving as a 365-days laboratory, where both food and non-food private label strategies are designed well ahead of market execution,” Bozzi concludes.

For industry stakeholders, this reflects a broader shift towards continuous collaboration, earlier-stage planning and integrated innovation — positioning MARCA as a central platform in shaping the future of private label across Europe and global markets.