Vandemoortele at Marca and SIGEP 2025 with TravelDesk

From the launch of Acquaviva products at Marca to the immersive experience at SIGEP, TravelDesk supported Vandemoortele on a strategic journey combining business, engagement, and storytelling, on the occasion of the two leading trade fairs for Modern Retail and the Foodservice sector.

TravelDesk, specialized in events and business travel, partnered with Vandemoortele—a Belgian multinational and leader in frozen bakery—for its participation in Marca by BolognaFiere and SIGEP, the benchmark trade fairs respectively for the Organized Large-Scale Retail sector and the Foodservice community.

Two trade shows, one goal: to maximize the brand experience by creating meeting spaces where the company could tell its story—its past, and above all its future and values—in an environment designed to foster business matching, allowing buyers to discover and taste Vandemoortele’s wide product range.

For Marca 2025, held in Bologna on January 15–16, TravelDesk provided logistical and organizational support to Vandemoortele in the creation of a modern and welcoming 96 sqm stand for buyers from major national and international retail chains. The event also marked the opportunity to present alongside the Acquaviva Group, a benchmark of excellence in the Italian market, following its recent acquisition, and to strengthen Vandemoortele’s positioning not only as a supplier to Modern Retail, but also as a strategic partner, thanks to its consultative role.

Just a few days later, from January 18 to 22, SIGEP—the leading event for professionals in the Bakery, Pizza, Pastry & Chocolate, Coffee, and Gelato sectors—took place. TravelDesk’s challenge was to reinvigorate Vandemoortele’s longstanding presence at the show by creating a stand conceived as an immersive brand experience and managing every organizational and logistical detail down to the smallest element. The result was 216 sqm of style and storytelling, brought to life through product tastings and numerous daily showcookings, led by reigning Artista del Panino Antonio Sabia and influencer Sofia Bufi, aka La Barista Sfigata. At the end of the exhibition, Vandemoortele chose to further enhance the value of its participation by joining the charitable initiative promoted by IEG – Italian Exhibition Group, donating surplus products to local volunteer organizations such as Caritas Rimini, Mensa dei Poveri Rimini, and Associazione Papa Giovanni.

“The success of these events, the result of more than six months of preparation, stems from a winning synergy between TravelDesk, Vandemoortele—particularly Valeria Baiano and Antonio Evangelista, Foodservice Marketing Manager and Retail Marketing Manager respectively—and the stand builder Fontemaggi,” commented Carlo Laudicina, MICE Department Director at TravelDesk, adding: “The renewed trust from Vandemoortele confirms the client’s satisfaction and the strength of our collaboration. Fontemaggi was able to translate the concept into reality with clarity and style, turning the stands into true points of reference at both trade fairs. A perfect balance of strategy, creativity, and execution, where every detail played a fundamental role in shaping this experience.”