SANA

What SANA does

SANA Food is an annual international B2B trade fair for organic and natural food, organized by BolognaFiere S.p.A. and held at the BolognaFiere exhibition center in Bologna, Italy. Established in 1989 as the International Exhibition of Organic and Natural Products and rebranded to SANA Food in 2025, the event serves as a platform connecting organic food producers, Horeca professionals, specialty retailers, distributors, and international buyers around sustainable and certified food products. The 2026 edition attracted 300 exhibitors, 16,000 professional visitors, and 272 international buyers from 20+ countries, with a combined 1,400 exhibitors when co-located with Slow Wine Fair at Pavilion 18.

The event's product portfolio includes the core SANA Food exhibition plus complementary branded areas: SANA NOVITÀ (a year-round showcase and online Guide to New Products for new healthy and sustainable products), OoH Lab! (hands-on masterclass space for out-of-home sector), Rivoluzione BIO (seventh-edition institutional conference on organic farming co-organized with FederBio and AssoBio), and V-Label Village (vegan-certified product area). Supporting services include the Buyers Program for international B2B matchmaking and an online searchable exhibitor catalog.

The underlying technology is a standard event management platform (website, newsletter, online catalog, social media) with no proprietary AI or technology stack disclosed. Revenue is generated primarily through exhibition space rental from exhibitors, visitor ticket sales (€29-€39 promotional passes), and digital catalog/Guide subscriptions. Strategic partnerships with FederBio, Slow Food, ICE Agency, MASAF, V-Label, and the Italian Chefs Association provide institutional credibility and content programming. An international representative network covers China, India, South Korea, and key European markets for exhibitor and buyer recruitment.

Name

SANA

Legal name

Fiere Internazionali di Bologna - BolognaFiere S.p.A.

Website

https://sana.it

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

SANA Food is an annual B2B trade fair for organic and natural food organized by BolognaFiere in Bologna, Italy, connecting 300+ exhibitors with 16,000+ professional visitors including Horeca operators, specialty retailers, distributors, and international buyers from 20+ countries.

Ownership category

akta.pro rank

Product category

Organic Food Trade Fair

NAICS

Other Specialty Food Retailers (44529), All Other Specialty Food Retailers (445298)

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE)

Keywords

• Organic food trade fair
• Natural food exhibition
• Horeca industry events
• Food business networking
• B2B food exhibitions

Headquarters

HQ city

Bologna

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Exhibition Space Rental: SANA Food generates revenue primarily through charging exhibitor companies for booth/stand space at the trade fair. The event offers various booth configurations and locations within Pavilion 18 at BolognaFiere.
2. Visitor Passes and Tickets: Revenue generated from selling entry tickets to professional visitors. Special promotional passes are offered, such as the 'Food Lover Pass' at €29 (regular price €39).
3. Digital Catalog and Guide Access: Online exhibitor catalogs and the 'Guida alle Novità' (Guide to New Products) digital platform provide ongoing visibility services for exhibitors year-round.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

SANA Food is an annual international trade fair organized by BolognaFiere S.p.A. that brings together exhibitors of organic, natural, vegan, and certified (DOP, IGP, STG) food products with professional buyers, Horeca operators, specialty retailers, and distributors. The event is held in Pavilion 18 at BolognaFiere exhibition center in Bologna, Italy, co-located with Slow Wine Fair, and is supported by institutional partners including FederBio, Slow Food, ICE Agenzia, MASAF, and V-Label.

Product overview

SANA Food is an annual international trade fair for organic and natural food organized by BolognaFiere, held at BolognaFiere exhibition center. The core offering is the SANA Food exhibition itself, which showcases organic, vegan, and certified (DOP/IGP/STG) food products to buyers, Horeca professionals, and specialty retailers. It is supported by several complementary services and branded areas: SANA NOVITÀ is the year-round showcase and online Guide to New Products highlighting exhibitor innovations; OoH Lab! is the professional masterclass and cooking show space; Rivoluzione BIO is the flagship annual institutional conference on organic sector trends; V-Label Village supports vegan-certified exhibitors; the Buyers Program facilitates international B2B matchmaking; and the Catalogo SANA Food provides an online searchable exhibitor directory. The newsletter delivers ongoing updates between events.

Differentiator

Problem solved

Functional benefit

Brands

• SANA NOVITÀ: The showcase area dedicated to new healthy and sustainable products including organic, vegan, and DOP, IGP, and STG certified products.
• V-Label Village
• OoH Lab!
• Rivoluzione BIO

Products and services

• SANA Food Trade Fair International annual trade show for organic and natural food held at BolognaFiere, Pavilion 18, focused on the out-of-home (Horeca), retail, and specialty channels. Connects certified organic, vegan, and DOP/IGP/STG product exhibitors with buyers, chefs, and industry professionals around sustainable food.
• SANA NOVITÀ Showcase and Online Guide Year-round showcase and online Guide to New Products dedicated to new healthy and sustainable products — organic, vegan, and DOP/IGP/STG certified — featuring exhibitor innovations both at the live fair and via a searchable digital catalog.
• Buyers Program International B2B matchmaking service that recruits, qualifies, and matches vetted international buyers with SANA Food exhibitors, facilitating trade meetings and supplier discovery across multiple countries.
• Catalogo SANA Food (Online Exhibitor Catalog) Searchable online directory of SANA Food exhibitors, filterable by company name, brand, country, product sector, category, and subcategory, providing free year-round access for buyers and industry professionals.
• SANA Food Newsletter

Quantifiable outcome

• 16,000 professional visitors attended the 2026 edition
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core, flagship, major and minor.

• FederBiocoreStrategic or Co-development PartnerFederBio (Italian Federation of Organic and Biodynamic Agriculture) is a key strategic partner of SANA Food. The partnership includes FederBio's participation in the Rivoluzione BIO institutional conference, presence at the event with a dedicated stand, and collaborative promotion of organic farming as a pillar of sustainable food systems. FederBio provides scientific and industry expertise, helping to position SANA Food as the authoritative platform for the Italian organic sector.
• Slow FoodcoreStrategic or Co-development PartnerSANA Food operates in synergy with Slow Food and Slow Wine Fair, with events taking place simultaneously at BolognaFiere. This co-location creates a comprehensive platform combining organic/natural food (SANA Food) with sustainable wine (Slow Wine Fair), united by shared values of quality, sustainability, and ethical supply chains. Slow Food contributes to the event's credibility and provides wine pairing for masterclasses.
• V-LabelflagshipGTM or Marketing PartnerV-Label is a strategic partner for SANA Food's vegan and vegetarian programming. At SANA Food's V-Label Village in Hall 18, companies can showcase certified or in-certification vegan products. V-Label provides certification services and promotes informed food choices. The partnership includes educational initiatives for the Horeca sector to integrate vegan options into professional menus. V-Label celebrates its 50-year history and 30 years of certifications during SANA Food.
• Associazione Italiana Cuochi (Italian Chefs Association)flagshipStrategic or Co-development PartnerThe Italian Chefs Association (AIC) partners with SANA Food to present masterclasses led by experienced chefs in the OoH Lab! area (Hall 18). The partnership promotes Italian gastronomic culture and supports Horeca sector growth. AIC organizes 9 masterclasses featuring regional Italian cuisine, including sessions on contemporary filled pasta, Lombard cuisine, authentic pesto, and gluten-free cooking. Each dish is paired with wines selected by Slow Wine.
• ICE Agenzia (Italian Trade Agency)coreGTM or Marketing PartnerICE Agenzia supports the internationalization of Italian companies participating in SANA Food through promotional activities and international buyer recruitment. ICE provides support for the Rivoluzione BIO conference and assists in positioning Italian organic products in global markets.
• MASAF (Ministry of Agriculture, Food Sovereignty and Forestry)coreStrategic or Co-development PartnerMASAF provides official patronage to SANA Food and brings a series of meetings to discuss the future of Italian organic farming. MASAF organizes sessions on organic biodistricts, the Organic Seed Plan (2029 strategy), and EU regulatory simplification. The ministry's presence reinforces SANA Food's role as a key forum for Italian agricultural policy discussions.
• NomismacoreStrategic or Co-development PartnerNomisma provides scientific coordination for the Rivoluzione BIO conference, contributing market data and analysis on the organic sector. The research organization helps present authoritative economic dynamics, consumption trends, and development opportunities for the Italian organic market.
• AssoBiocoreStrategic or Co-development PartnerAssoBio co-organizes Rivoluzione BIO with FederBio and BolognaFiere. The association represents organic product companies and contributes to institutional discussions on organic sector policies and strategies.
• CIA-Agricoltori ItalianimajorStrategic or Co-development PartnerCIA-Agricoltori Italiani (Italian Farmers Association) participates with a collective of 18 organic member companies at SANA Food 2026. The association organizes show cooking and tasting events, institutional discussions on Made in Italy strategies, and presentations on organic farming's role in the Horeca sector.
• ConfcooperativemajorStrategic or Co-development PartnerConfcooperative organizes sessions on innovation and research in organic agriculture at SANA Food, with presentations on bio-breeding, digitalization in fruit supply chains, and best practices from agricultural cooperatives.
• Fondazione Banco Alimentare Emilia-Romagna ETSminorStrategic or Co-development PartnerSANA Food collaborates with Fondazione Banco Alimentare to collect unused food products from exhibitors at the end of the event for donation. This initiative demonstrates the event's commitment to social responsibility and food waste reduction.
• Osservatorio Nazionale Miele (National Honey Observatory)minorStrategic or Co-development PartnerThe National Honey Observatory organizes a masterclass on Italian honey quality, value, and recognizability at SANA Food, in collaboration with Ambasciatori dei Mieli. The session provides professional tasting experiences for Italian and international buyers.
• Consorzio Tutela Aceto Balsamico di ModenaminorStrategic or Co-development PartnerThe Consortium for the Protection of Balsamic Vinegar of Modena organizes a Focus on Balsamic Vinegar at SANA Food, offering buyers and visitors a sensory journey through this Italian excellence with roots dating to 1747.
• Assoprol UmbriaminorStrategic or Co-development PartnerAssoprol Umbria organizes a Focus on Quality EVO Oil at SANA Food, guiding participants through a journey of Italian extra virgin olive oils' flavors, aromas, and stories of olive groves and territories.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• ProWein (Messe Düsseldorf): World's leading trade fair for wine and spirits, operated by Messe Düsseldorf. Direct comparability through the co-location model with Slow Wine Fair at BolognaFiere, sharing visitor audience across food and wine verticals.
• Free From Food Expo: European trade fair focused on free-from, vegan, vegetarian, and allergen-friendly products. Direct overlap with SANA Food's V-Label Village and vegan/plant-based programming, targeting similar Horeca and specialty retail buyers.
• Organic Food Iberia: Trade fair for organic producers in the Iberian Peninsula, serving similar organic exhibitors and Mediterranean food buyers. Smaller scale than SANA Food but competes for the same Southern European organic producer base.
• Vitafoods Europe (Informa): European trade fair for nutraceuticals, functional food, and health-focused products. Partial overlap with SANA Food's longevity nutrition and wellness programming, serving similar supplement and functional food producers.

Broad incumbents

• Anuga (Koelnmesse): Global leading food trade fair held in Cologne, covering organic, specialty, and mainstream food/beverage. Overlaps with SANA Food on organic exhibitors and international buyers but operates at a much larger scale across all food categories.
• SIAL Paris (Comexposium): One of the world's largest food innovation trade fairs, covering organic, specialty, and mainstream food categories. Comparable as a B2B food trade fair with strong international buyer programs, but much broader in scope than SANA Food's organic/natural focus.

Direct peers

• Natural Products Expo West (Informa): North America's largest natural, organic, and healthy products trade event, organized by Informa. Direct comparability in serving organic/natural food producers, Horeca buyers, and specialty retailers, with a similar B2B trade fair model.
• BIOFACH (NürnbergMesse): BIOFACH is the world's leading trade fair for organic food, held annually in Nuremberg. It directly competes with SANA Food for organic producers, international buyers, and Horeca operators, but operates at a much larger scale with ~2,400+ exhibitors and ~50,000+ visitors.

Regional players

• TuttoFood (Fiera Milano): Major Italian food and beverage trade fair held in Milan. Overlaps with SANA Food on organic/specialty food exhibitors and the Italian Horeca buyer base, but is a broader food fair rather than organic-focused.
• Cibus (Fiere di Parma): Italy's leading private-label and Italian food products trade fair, held in Parma. Comparable in serving Italian food producers and international buyers, though focused on private-label and Made in Italy rather than organic certification specifically.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@sanafiera
• Instagraminstagram.com/sanafiera
• LinkedInlinkedin.com/company/sanafiera

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SANA