PUNTOITALY N°2 - July - December 2012

What makes the Mig expo such a unique experience? The Mig expo is a very particular type of event among the international trade fairs aimed at the artisan gelato maker. Its strong point is that it is a real meeting place for gelato makers themselves rather than for a more loosely defined mass of “gelato operators”. Many trade fairs, especially the larger ones, often become events in which, to be successful, the com- panies that are exhibiting have to make a splash with spec- tacular stands that cost a fortune. What counts most for us is to create an atmosphere conducive to dialogue, thus creating a context in which gelato makers can build effective, long- lasting business relations. Mig really is a place where people make important contacts, and this means it is a place where they can develop their businesses. What actions have been taken to widen the catchment of visitors in order to give the expo an increasingly international dimension? At the last Mig expo, the attendance numbers for foreign vis- itors exceeded 10,000. We also had operators from countries such as China and Japan, and the Baltic Republics and the countries of northern Europe. One of the objectives of Lon- garone Fiere for this year is to increase the number of visitors 14 A SHOWCASE OPEN Interview The four days of the Mig expo at Longarone has a unique atmosphere, ideal for establishing new relationships and consolidating existing ones. As Paolo Rosa the director of Longarone Fiere Dolomiti explains, it is an atmosphere that is tailor-made for the artisan gelato maker.