Important news for the upcoming Vinitaly. This year, the Sol exhibition will exclusively focus on extra virgin olive oil, while beers will have a dedicated pavilion. The brewing exhibitors, who were hosted within Sol&Agrifood last year, will now have a specific area named Xcellent Beers: a hall within the big exhibition space with a small independent pavilion that will bring together craft and foreign beers, located near the international area. This position will undoubtedly give them greater visibility and prominence.
Sol exclusively focuses on olive oil
The other strategic choice is to transform the Sol exhibition (without the Agrifood part) into the International Olive Oil Trade Show, dedicated solely to the world of olive oil. It is a return to its origins because it was conceived and started as such in 1987.
The location remains the same: still in Area C (entrance at Porta San Zeno), where it shares space with organic wines from Vinitaly.
For the Virgin and Extra Virgin Olive Oil Show, the plan is to develop a much more articulated project, also in terms of products. Exhibitors will bring not only bottles of extra virgin olive oil but also table olives, pickled olives, olive oil-based spreads, flavored oils, cosmetics products based on olive oil, and nutraceutical products based on oil and olive leaves.
New exhibition project for extra virgin olive oil
While the dates for Sol remain the same as Vinitaly (April 14-17), there are ongoing efforts to develop an exhibition project for the near future that includes technological innovation and could take place at a different time from spring. The debut is planned for 2025.
"A project that fits into the strategic plan 2024-2026 of Fiera di Verona and will be implemented gradually," reveals Maurizio Danese, CEO of Veronafiere, emphasizing that the new Sol aims to create additional business opportunities with targeted initiatives, improve the positioning of existing ones, and increase the participation of exhibitors and professional visitors.
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