From the launch of Acquaviva products at Marca to the immersive experience of SIGEP, TravelDesk accompanies Vandemoortele on a strategic journey through business, engagement, and storytelling during two key events for GDO and Foodservice.
TravelDesk, an agency specializing in events and business travel, supported Vandemoortele, the Belgian multinational leader in the frozen bakery industry, in its participation at Marca by BolognaFiere and SIGEP, the two benchmark fairs for the Large Organized Distribution and the Foodservice community, respectively.
Two fairs, one single goal: maximizing the brand experience by creating meeting spaces where the company could present itself, its past, and, above all, its future and values in an environment that fostered business matching, allowing buyers to discover and taste Vandemoortele’s vast product range.
For Marca 2025, held in Bologna on January 15th-16th, TravelDesk provided logistical and organizational support to Vandemoortele in the creation of a modern and welcoming 96 sqm stand for buyers from leading national and international chains. The event was also an opportunity to introduce the company alongside the Acquaviva Group, a leader in the Italian market, following the recent acquisition, and to strengthen Vandemoortele’s positioning not just as a DMO supplier but also as a strategic partner, thanks to its consulting role.
Just a few days later, from January 18th to the 22nd, SIGEP took place—the key event for professionals in the Bakery, Pizza, Pastry & Chocolate, Coffee, and Gelato sectors. The challenge undertaken by TravelDesk was to give new momentum to Vandemoortele’s long-standing presence at the fair by creating a stand designed as an immersive experience into the brand’s world and meticulously curating every organizational and logistical detail. The result: 216 sqm of style and storytelling, brought to life with product tastings and numerous daily show-cooking sessions, led by the reigning Artista del Panino Antonio Sabia and influencer Sofia Bufi, known as La Barista Sfigata.At the end of the event, Vandemoortele chose to add further value to its participation by joining the solidarity initiative promoted by IEG – Italian Exhibition Group, donating leftover products to local volunteer organizations such as Caritas Rimini, Mensa dei Poveri Rimini, and Associazione Papa Giovanni.
“The success of these events, a result of over six months of preparation, is the outcome of a winning synergy between TravelDesk, Vandemoortele—in particular, Valeria Baiano and Antonio Evangelista, the Foodservice Marketing Manager and Retail Marketing Manager, respectively—and the stand designer Fontemaggi,” commented Carlo Laudicina, MICE Department Director at TravelDesk. He also stated: “The renewal of trust with Vandemoortele confirms the client’s satisfaction and the strength of the collaboration. Fontemaggi was able to concretely and stylishly translate the concept, transforming the stands into true points of reference for both fairs. A perfect balance of strategy, creativity, and execution, where every detail became a key piece of this experience.”
