Activities programme

The growing role of frozen foods
Discover the full range of exhibitors and content from the frozen food sector showcased at Alimentaria and Hostelco.
A route to explore convenience and efficiency solutions that highlight the strategic role of frozen foods in today’s food system.
Discover de Frozen Food Route, freely!

The growing role of frozen foods
La Ruta Eco at Alimentaria 2026 connects market, innovation and sustainability, showcasing all exhibitors who include organic products in their portfolios. The must-visit stop along the route will be the Organic Foods show, taking place in Hall 5, with La Plaza Eco serving as the central hub for conferences and networking within the organic sector.
+ info

Culinary intelligence hub for chains and hotels. Welbilt FIT Kitchen ensures standardization without relying on skilled labor. With Convotherm combi ovens, Delfield blast chillers, and Merrychef highspeed ovens, we optimize your professional culinary system. Automate success, reduce waste, and maximize margins with a scalable, sustainable system. Hospitality businesses ready to be profitable and scale up !

A sensory and strategic journey for your business.
The Coffee and Tea Tour is an experience that connects tradition, innovation, and expert guidance. Here, roasters, manufacturers, and distributors become strategic partners, helping you create unique and profitable proposals.
Our purpose? To inspire you, advise you, and accompany you in the evolution of your business.
Discover the Coffee and Tea Tour freely!

La Ruta del Café y Té | Alimentaria

We will analyze the new role of the artisan baker in communicating with an audience saturated with artificial content. Authenticity is the best tool.

WHEN HORECA, RETAIL AND AUTOMATION COME TOGETHER

The borders have fallen.

In this Focus Session, you will discover how restaurants, retail, and new hybrid formats are creating real growth opportunities.

Cases, partnerships, and models that work.

A session to open your mind, identify new channels, and understand how to play on multiple boards without losing identity.

INDUSTRY LEADER: Pablo de la Rica

Live demonstration of our CO₂ supply solutions for hospitality, industry and events. We will cover available formats, installation and refill logistics, and how we ensure service continuity during peak demand. Designed for distributors looking for a reliable supplier, with technical support and agile logistics.

Food in care homes is key to resident satisfaction and well-being, but it also presents a significant management challenge. This session will address how to transform mealtimes into a positive experience, balancing the center's nutritional and organizational needs, based on real-world experiences and best practices. This session is co-organized with Inforesidencias.

Neapolitan Pizza Maker for a Day is an educational workshop designed to introduce participants to the art of Neapolitan pizza making, recognized by UNESCO as intangible cultural heritage.
It is a fascinating journey through the history and culture of authentic Neapolitan pizza, offering participants the chance to experience being a pizza maker for a day.

Coffee is no longer just a drink: it is an experience, a brand, and a real business opportunity for the HORECA channel. Discover how to turn it into your competitive advantage.

Coffee is experiencing one of the most relevant moments in its recent history. Popularity, new formats, emerging habits, and a category that is consolidating as a value driver for the HORECA channel. This opening session offers a clear and up-to-date overview of the coffee ecosystem, its value chain, and the strategic role of each stakeholder in the overall success. An essential introduction to understand why coffee is no longer just a beverage, but a real business opportunity.

By AE Café.

The coffee category is evolving at great speed within the OOH channel. New models, hybrid concepts, and proposals are emerging in response to increasingly demanding and better-informed consumers. This session presents the key insights from the Local Heroes Coffee & Bakeries report, focusing on trends, operational complexity, structural challenges, and growth levers. An essential snapshot to understand where today’s opportunities lie and how to capitalize on them from a business perspective.

Overview of the evolution of baking in Brazil and other countries around the world. The evolution of new flavours with the return of bread.

At ALIBER 2026, the latest trends in new business models (technology platforms, innovation hubs, clusters, etc.), entrepreneurship (startups), new technologies and new trends in healthy food, consumer perception, circular economy and digitalization at the IAB will be presented.

In this session, we will share practical insights on how to protect brands and turn them into a strategic asset for any company. We will explain how to simplify the procedures and make them more accessible for SMEs and entrepreneurs, helping them strengthen their identity and compete more effectively in the market.

The ultimate solution for high-volume foodservice and dark kitchens. Master peak demands with high-impact operations: extreme speed with Merrychef, unbeatable productivity with Garland grills (zero heat loss), total versatility with Convotherm mini pro, and efficient frying with Frymaster. Non-stop service with Merco holding. Perfect for concepts where every second and every inch matters. Pure agility for your hospitality business!

Vitaldin, a brand of Boston Nutraceutical Science (BNS), which manufactures functional food and sports nutrition products, is presenting two 100% vegan and sugar-free functional gummies at The Alimentaria Hub – INNOVAL: one with melatonin, vitamin B6 and relaxing plant extracts to improve sleep; and the other with biotin and zinc for hair and nail care, as well as its new Salted Caramel flavoured protein wafer.

Tasting and showcooking

HIOPOS introduces its new Kitchen Display System (KDS), a key tool designed to enhance communication between front and back of house and optimize restaurant operations. Featuring a fully redesigned interface adaptable to the needs of each establishment, the system provides visual indicators, efficient order organization, and paperless processes, helping reduce waiting times and improve kitchen productivity

THE FACTORS REDRAWING GLOBAL HORECA

In this Focus Session, The Shift opens the discussion to understand which economic, political, and social forces are reshaping tourism, hospitality, and consumption.

You will gain the insight to anticipate trends, read the context, and make smarter decisions in an uncertain environment.

A session designed to move from reacting to playing with an advantage.

INDUSTRY LEADER: Inma de Benito

Real-life cases of operators who have turned coffee into the strategic backbone of their business model. Contemporary, profitable concepts aligned with new customer expectations. This roundtable discussion brings key decisions, practical learnings, and avoidable mistakes to the table, showing how coffee can become a powerful competitive differentiator. Direct inspiration for hoteliers, restaurateurs, and coffee professionals who want this category to move beyond being a mere add-on and become a true driver of success.

The creative genius of these three chefs does not rest. Disfrutar once again shares with its followers the latest culinary explanations.

An in-depth analysis of emerging ingredients, process and technique optimisation, and cutting-edge machinery that will shape the sector over the next decade. Tasting activity led by the Baking School of Barcelona Sabadell.

The challenge of adapted nutrition: solutions that change lives

Morning session where corporates from both sectors will present their challenges and their engagement programmes with the entrepreneurial ecosystem to identify solutions that can make them more competitive through collaboration with third parties (open innovation)

The rise of specialty coffee and new consumption habits have opened the door to a new protagonist behind the bar: plant-based beverages. In this tasting session, we will explore how OraSì Barista—developed specifically for coffee professionals—makes it possible to create creamy, balanced drinks that are perfect for latte art while always respecting the coffee’s flavor profile. A solution designed to work equally well in both hot and cold beverages, offering versatility for the modern café. We will also discover the range of OraSì plant-based drinks, made from soy, rice, coconut, oats, hazelnut, and almond, allowing cafés to expand their menus and respond to new consumer preferences.

An experience to discover how plant-based beverages are redefining the contemporary coffee shop.

Tasting by OraSì.

An analysis of the current challenges and opportunities of the specialized organic channel, presented by high-level representatives

Automation has become a strategic ally: cost savings, consistency in quality, and greater operational efficiency. This keynote explores how technology applied to coffee makes it possible to scale results without losing the experience. A practical perspective on why automation does not dehumanize, but rather frees up time, reduces errors, and improves the overall performance of the business.

In this presentation, I introduce the first innovation developed since our arrival at the company: a new range of high-protein sandwiches, designed to respond to the growing demand for functional and ready-to-eat products. The range includes four different flavours, each providing 22 g of protein per 150 g serving, combining nutritional value, taste, and convenience.

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.

THE NEW STRATEGIC POWER OF SMART PURCHASING

Purchasing is no longer operational, it is pure strategy.

You will learn how to optimize costs without sacrificing quality, negotiate better, standardize processes, and build resilience.

A Focus Session to understand how supply decisions directly impact margin, brand, and competitiveness, especially in independent restaurants.

INDUSTRY LEADER: TBC

Live a culinary experience where learning, entertainment, and gastronomy come together in a spectacular demonstration of the advanced capabilities of Mychef equipment, accompanied by an exclusive tasting that reveals its full potential.

Built on a strong productive base and a diverse innovative industry, Argentina is consolidating its position as a strategic partner for the global supply of food and beverages.

Transforming traditional local pastries into an iconic Taiwanese product, where we seek to turn it into a luxury product that adapts to the present and the future.

Machinery manufacturers share real-world experiences of automation applied to coffee. What works, what doesn’t, and the impact on costs, quality, and daily operations. An honest conversation about investment, return, and smart decisions for businesses seeking efficiency without compromising a high-quality customer experience.

Albert will talk about lamprey, truffles and hare, the latest culinary innovations of the season at his Restaurant Enigma.

The Coffee & Bakery segment has become one of the most successful, competitive, and profitable business models in the foodservice industry. High frequency, strong demand, and highly refined value propositions have elevated this format into a league of its own, where coffee acts as a strategic category, driving consumption, customer experience, and profitability.

In this session, we bring together leading operators from the sector to unpack what lies behind their success: well-designed business models, clearly defined consumption occasions, a consistent customer experience, and strategic decisions that truly make a difference.

The panel will discuss the impact of the new regulations on different management models, comparing self-management and outsourcing. With insights from various stakeholders in the sector, the discussion will analyze which model fosters legal compliance, efficiency, and the ability to demonstrate best practices, highlighting transparency as key in an increasingly demanding environment. This session is co-organized with Inforesidencias.

The food industry is undergoing an unprecedented transformation driven by Deep Tech technologies such as AI, robotics, photonics and biotechnology. These solutions are reshaping processes, optimising resources and addressing social and environmental challenges that were considered insurmountable. We will explore real case studies from leading companies applying these technologies, redefining production models and sector competitiveness.

Analysis of the most emblematic creations developed by the Spanish National Bakery Team, addressing the technical and creative criteria that have defined its evolution and competitive identity.

Watch live as waste is reduced by 90%.

Pasta is one of the most consumed dishes in the world and, paradoxically, one of the worst executed outside traditional restaurants. In this talk, Relleno explains how it addresses this challenge through its own system combining technology, design, and operations, integrating innovation and logistics to ensure consistency at scale, from raw materials to the last mile, in any city and channel. Pasta as an operating system.

ASOBIO is organizing a round table discussion in which companies and the administration will talk about how to communicate more and better about organic products.

Coffee as a cultural and social element. This experience combines coffee, music, and networking in a dynamic format that shows how coffee brings communities together and creates new consumption rituals. A vibrant closing for the morning that connects business, culture, and professional relationships from a contemporary perspective. Do you want to discover what a Coffee Rave can bring to your hospitality business?

Join us for an exclusive tasting led by the Head of the Parmigiano Reggiano Academy. Discover the story behind this world-famous Italian cheese followed by a vertical tasting of three different aging stages. This unique sensory experience is designed for professionals eager to explore the versatility of Parmigiano Reggiano - from aperitif to dessert- and learn how its evolving flavors and textures can elevate a variety of culinary occasions.

The Moroccan-born chef invites us on a journey through the Mediterranean. Moha, from El Terrat restaurant, draws inspiration from his roots and the rich culinary history of the Mediterranean. His culinary approach explores and blends the historical and cultural connections of various Mediterranean civilizations.

Spponsored by Royal Air Maroc

Round table discussion on the vision of the members of the UIBC select club for the future of bakeries.

Catering in senior living facilities faces new challenges in healthy eating, food safety, and sustainability, in line with recent Royal Decrees. This demonstration shows how equipment such as Rational's iCombi Pro and iVario Pro facilitates tailored and balanced menus, improving process control, traceability, energy efficiency, and working conditions, ensuring cost-effective and safe management.

A platform that automates the processing of purchase orders, delivery notes, and invoices by automatically matching and reconciling the information. The system detects discrepancies in quantities and prices, updates costs and inventory in real time, and immediately records the information in treasury and accounting.

This event will provide a forum for dialogue among professionals to reflect on the future of the organic sector in Catalonia and its role within the food market.

Protein has evolved from being mainly associated with sports nutrition to becoming an everyday consumption habit. This presentation analyses the evolution of protein desserts and explores the potential of egg white protein as a key ingredient for developing new functional products with high nutritional value, a clean profile, and ready-to-consume formats.

The protein food market is evolving towards formats that are increasingly practical and adapted to everyday consumption. This presentation explores the potential of egg white protein as the basis for a new generation of protein desserts. Through the MyProvo project, the result of the collaboration between Agotzaina and Postres Reina, an innovative proposal is presented that combines nutritional quality, functionality and enjoyment.

At Empresas Polar, with 85 years of brewing experience, we combine curiosity and passion for the consumer to serve the informed and discerning European audience. By analyzing trends and market context, we developed an innovative proposition, delivering a premium, indulgent, and balanced experience designed to pair perfectly with Spanish and European consumption preferences

Discover the technology behind the new Spiral EVO Smart, finalist in the 2026 Horeca Awards. We will analyse how the integrated scale and automatic water and temperature management minimise human error, guaranteeing perfect dough. An unmissable demonstration of the highest quality craftsmanship with the efficiency of Industry 4.0.

A proposal that brings together cooking and knowledge to reflect on the role of frozen products in professional kitchens. Led by Francesc Colom (Executive Chef at Friman) and Pepe Martín (CEO at Scal), the session will be presented as a live showcooking, addressing key aspects such as the value of frozen products, freezing processes and technologies, the importance of the cold chain, and their real application in the kitchen.

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 cuisine of Bacalao Barquero will take center stage alongside Iñaki Aldrey, chef of the ABaC Group by Jordi Cruz, with a live demonstration where they will prepare their dishes using the precision and technology of our Lainox professional ovens.

The innovative “sea charcuterie” by Fishology will take center stage alongside chef Ricardo Radice, a Michelin-starred chef, in a live showcooking inspired by the marine environment.

INTERECO presents its 2025 Data Report, an updated overview of the organic sector in Spain, with key events and the most relevant trends.

INFINITE TRASH BAGS

In the face of the recent production crisis, cocoa prices have skyrocketed. Although the crisis seems to have been overcome for the moment, it continues to reveal the uncertainties facing producing countries and chocolate processing industries: land constraints, disease and climate change, and the need for alternative crops and manufacturing methods. Will good chocolate once again become a luxury product?

This talk explores the new relationship between a generation of consumers and coffee. We will examine the silent return of the third place, cafés as spaces for connection, pause, and identity, and contrast it with an equally powerful trend: coffee stepping back from the spotlight, becoming an ingredient rather than an experience in itself. From matcha lattes to functional drinks and menus where food takes the lead, younger consumers are redefining what coffee means to them. Together, we will map where these two movements intersect, what they tell us about current consumer behavior, and what they imply for the future of coffee culture in Spain.

ACCIÓ DAY | CREATING VALUE FROM FOOD INNOVATION TO INDUSTRIAL PROPERTY

Factory of Mexican products ready to eat, stored at room temperature in Barcelona, ​​Spain.

Sake is a fermented rice beverage recognized by UNESCO in 2024 and far more than a drink at the end of a Japanese meal. In this session, Pablo Alomar Salvioni explores Nihonshu, from its origins and centuries of craftsmanship to its revival as a premium category with fewer than 1,200 breweries today. Discover rice, water, koji and yeast, polishing ratios, styles from Junmai to Dai Ginjo, and its harmony with diverse cuisines.

A jury composed of the Ministry of Agriculture, Fisheries and Food of Spain, ICEX, Alimentaria, Cesce, FIAB, Ecovalia and Bio Eco Actual meets to evaluate the organic products nominated for the awards.

The tortilla and the smash burger are global icons in the world of gastronomy. In Spain, these niches are clearly led by two key players who have reached the top through high-quality products, a premium brand experience, and innovative strategies in which social media has played a decisive role.

A four-handed performance by these great professionals, who will give a demonstration of the recipes from Antonio Bachour's new book.

WHEN THE BEST RESTAURANT NO LONGER WINS, THE BEST MODEL DOES

Discover why some businesses grow, scale, and attract investment while others, despite being brilliant, fall behind.

In this Focus Session, we will analyze models, efficiency, structure, and business mindset.

You will take away practical insights to rethink your business, make it more profitable, and design it with a future vision without losing its soul.

INDUSTRY LEADER: Joan Jover

CITIES, LOGISTICS, AND THE NEW URBAN FOOD PACT

How can the cities of the future be fed better?

You will learn about urban models, smart logistics, applied sustainability, and public-private collaboration.

An inspiring Focus Session to understand how food service fits into the new urban design and what opportunities are opening for agile and conscious operators.

INDUSTRY LEADER: TBC

Artificial intelligence and data analytics are already transforming coffee management. Consumption forecasting, purchasing optimization, and profitability improvement. This session explores how technology enables more precise and profitable decision-making, anticipates customer needs, and professionalizes the category within the HORECA business.

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

The approval of the Royal Decree on healthy and sustainable menus will bring about a key change in the food provided in care homes and hospitals, strengthening the role of the registered dietitian nutritionist. This panel will analyze the regulatory changes from their perspective and how their implementation improves legal compliance and the quality of food services.

This presentation explores innovation as a catalyst for transformation in companies and brands. Beyond new products or technology, it is presented as a mindset that drives strategy, processes, design, and customer experience. Through practical examples, it demonstrates how to turn ideas into value and how small changes can lead to major transformations

Details of the logical progression from a neighbourhood bar to a Michelin-starred restaurant, showcasing examples of some of the current dishes on the menu, such as sea bass ceviche, wagyu terrine, rice, nori and caviar...

The premium coffee experience demands that every detail counts. In a multicultural environment, the accompanying product becomes an opportunity to broaden audiences and reinforce identity. With his artisanal approach, Antonio Anaut demonstrates how tradition and inclusivity can elevate the story that begins in the cup

A contemporary interpretation of one of the most representative compositions of Catalan culinary tradition: sea and mountain.

The processing of cocoa at source—harvesting, fermentation, drying, selection, and traceability—has gone from being an industry standard to becoming a language in its own right, capable of expressing territory, culture, and vision. At the same time, it analyses how, in contemporary workshops, ingredients are no longer incorporated for decoration or flavouring, but to build narrative, balance, coherence, and transmission with the original cocoa.

An inspiring keynote exploring successful models in cafés, restaurants, and hotels from other markets. Countries and cultures with an advanced relationship with coffee serve as a reference to identify trends, formats, and replicable approaches. Fresh ideas to anticipate and evolve your business.

How is the trend of satiating products linked to GLP-1 redefining food innovation? In this presentation, we will explore the challenges and strategic opportunities it presents for the agri-food industry.

Lecture by Juan María Gallardo Bolaños, technician at RFEAGAS, on the 100% Native Breed logo as a tool for differentiation and livestock heritage valorisation. The session will explore its synergy with the organic label and how origin becomes a competitive advantage. Presentation of Elocal Hub, a forthcoming specialised marketplace. Closing with a tasting of 100% native breed products.

Coffee is no longer just stimulation. A new generation of consumers is seeking a balanced experience rather than one that is intense or jittery. This shift is driving the rise of functional coffee, where wellness, ritual, and experience become part of the daily coffee moment.

In this session, Silvia Lukkarinen explores how changing consumer expectations are transforming coffee culture, from the demand for calmer energy to the growing role of storytelling, premiumization, and experiential coffee rituals.

Hospitality operators will discover how functional ingredients such as adaptogenic mushrooms are entering the coffee category, opening new opportunities for menu innovation, differentiation, and higher-margin offerings in cafés, hotels, and foodservice.

Innoval 2026 Awards Ceremony, an event recognizing the food industry's investment in R&D.

The 17 best innovations were highlighted, distributed as follows:
Retail Channel Award
Horeca Channel Award
Impulse Channel Award
Award for the best innovation in each of the four trends (pleasure, convenience, health, and sustainability)
Distributor Award
Award by category

A space led by IED Barcelona where the results of a food design project on Generation Z’s relationship with coffee will be presented.
An analysis of environments, formats, and consumption moments to understand how this new audience is already entering bars and cafés.

Link at https://www.ied.edu/courses/barcelona/master/food-design

Four-handed presentation

Together with José Moreno, Beverage Manager at Kimpton Los Monteros Marbella by IHG, and Antonio Garrido, Polot 1882 Regional Representative for Andalusia, we will explore how to organize high-volume cocktail services while maintaining the quality, aesthetics and elegance of high-end hospitality. We will share strategies to optimize bar operations and prepare cocktails efficiently without compromising a refined presentation.

This talk explores the potential of coffee in contemporary mixology through the preparation and tasting of three cocktails. During the session we will discuss the importance of coffee as an ingredient, its aromatic profile, and how to combine it with other elements to enhance its flavors. The goal is to discover new ways to integrate coffee into cocktails and create drinks suited for afternoon consumption.

Medal award ceremony of the Union of Bakers and Confectioners of the UIBC.

The growing role of frozen foods
Discover the full range of exhibitors and content from the frozen food sector showcased at Alimentaria and Hostelco.
A route to explore convenience and efficiency solutions that highlight the strategic role of frozen foods in today’s food system.
Discover de Frozen Food Route, freely!

The growing role of frozen foods
La Ruta Eco at Alimentaria 2026 connects market, innovation and sustainability, showcasing all exhibitors who include organic products in their portfolios. The must-visit stop along the route will be the Organic Foods show, taking place in Hall 5, with La Plaza Eco serving as the central hub for conferences and networking within the organic sector.
+ info

Culinary intelligence hub for chains and hotels. Welbilt FIT Kitchen ensures standardization without relying on skilled labor. With Convotherm combi ovens, Delfield blast chillers, and Merrychef highspeed ovens, we optimize your professional culinary system. Automate success, reduce waste, and maximize margins with a scalable, sustainable system. Hospitality businesses ready to be profitable and scale up !

A sensory and strategic journey for your business.
The Coffee and Tea Tour is an experience that connects tradition, innovation, and expert guidance. Here, roasters, manufacturers, and distributors become strategic partners, helping you create unique and profitable proposals.
Our purpose? To inspire you, advise you, and accompany you in the evolution of your business.
Discover the Coffee and Tea Tour freely!

La Ruta del Café y Té | Alimentaria

Every 40 minutes, general demonstrations will take place showcasing the performance of our Lainox professional ovens and Firex large-scale production equipment.

The main trends and business opportunities in the halal consumer segment will be presented, both in Spain and in Europe and globally, as demand is growing in both quantity and sophistication. The meat segment and its derivatives will be analyzed in particular. Business case studies will also be presented, demonstrating how companies have innovated and diversified markets through the production of halal products.

Live demonstration of our CO₂ supply solutions for hospitality, industry and events. We will cover available formats, installation and refill logistics, and how we ensure service continuity during peak demand. Designed for distributors looking for a reliable supplier, with technical support and agile logistics.

WHEN DATA, EXPERIENCE, AND PROFITABILITY MEET

The hotel experience is no longer improvised: it is designed using data, sound judgment, and strategic vision.

This Focus Session reveals how intelligence, distribution, automation, and customer experience come together to drive efficiency and profitability without losing soul.

You will leave with practical insights to make better decisions, optimise operations, and build coherent experiences in an increasingly demanding market.

INDUSTRY LEADER: Álvaro Carrillo de Albornoz

A round-table discussion to discuss innovative projects currently being developed in the beauty and health sectors, which are closely linked to nutrition.

Discover a unique culinary dialogue between Tugas’s superfoods and the technical avant-garde of CBC ingredients. Michelin-starred chef Raül Balam Ruscalleda explores the versatility of egg products, freeze-dried, and dehydrated ingredients in harmony with live sprouts and microgreens. An exclusive session designed to transform cuisine through textures, freshness, and innovation applicable to the food sector.

The leadership of both associations will welcome attendees and introduce the two-day program, highlighting its objectives and key themes.

More than 720 million people in the Mercosur area are awaiting the European Court of Justice. The EU and India have signed a promising agreement at a time when international trade is moving away from the umbrella of the WTO. Bilateral agreements between large countries are taking precedence over the multilateral framework that has been in place until now, while the planet is experiencing the highest number of open armed conflicts since WW II.

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.

Analysis of the current economic and regulatory context in Europe and its direct impact on the sector. The session focuses on the key challenges and opportunities arising from this environment and highlights the importance of addressing them collectively to strengthen Europe’s competitiveness.