Pitti Taste 2027: the 20th edition celebrates the language of food

From February 6 to 8, 2027, Florence will once again become a meeting point for producers, buyers, industry professionals, and food and wine enthusiasts with the 20th edition of TASTE. In viaggio con le diversità del gusto, Pitti Immagine’s event dedicated to the excellence of the Italian food and agricultural scene.

Every year at the Fortezza da Basso, TASTE brings together a selection of companies and producers that showcase the richness of Italian gastronomy through ingredients, territories, traditions, and new interpretations. Originally created for industry professionals, over the years the event has also become an important opportunity to discover trends, stories, and cultures connected to food.

 

SPEAK FOOD: the theme TASTE 2027

For the 2027 edition, which marks the event’s 20th anniversary, the chosen theme is SPEAK FOOD: an invitation to see food as a true universal language.

Food speaks. Through flavors, aromas, and textures, of course, but also through the gestures that accompany its preparation and sharing: offering, plating, peeling, crumbling, shelling, feeding.

This is the idea behind SPEAK FOOD, the concept that will accompany the 20th edition of TASTE and that also draws inspiration from Bruno Munari’s famous Supplemento al dizionario italiano, dedicated to the distinctly Italian ability to communicate through gestures.

The TASTE 2027 campaign translates this concept into images through some of Italy’s culinary treasures, from tomatoes and honey to cheese and nougat. Alongside the products, hands take center stage: instantly recognizable gestures through which taste itself becomes a form of communication.

It is a reminder that behind every product lies a vocabulary made up of territories, people, techniques, and traditions. And that there is not just one language of food, but many different ways to tell its story.

 

An Increasingly International Event

The 20th edition follows a successful 2026 event that confirmed TASTE’s position as one of the leading events in the industry.

The 19th edition brought together 810 exhibitors and more than 12,300 visitors at the Fortezza da Basso, including 8,500 specialized buyers, 1,500 industry professionals, 650 media representatives, and 1,700 food enthusiasts and gourmets.

The international presence was particularly significant: more than 900 buyers came from abroad, with professionals representing around 60 countries, from the United States to Japan, France to South Korea, and the United Kingdom to Brazil and Australia.

These numbers tell only part of the TASTE story. At the heart of the event is the opportunity to meet producers directly and discover not only their products, but also the territories, research, and people behind each example of excellence.

 

Beyond the Fortezza da Basso: TASTE Comes to the City

During the event, the TASTE experience extends far beyond the Fortezza da Basso.

With FuoriDiTaste, Florence itself becomes part of the program through a series of events held at restaurants, venues, and special locations throughout the city. In 2026, more than 60 events brought TASTE producers and products beyond the fair, creating opportunities for encounters, tastings, and collaborations.

It is precisely this citywide dimension that makes TASTE particularly interesting for visitors to Florence. For a few days, contemporary food culture intertwines with the culture of the city, offering a different way to experience it.

 

Florence in February: A Different Way to Experience the City

Visiting Florence for TASTE also means discovering the city during one of its quieter times of the year.

February gives Florence a different rhythm compared with the busier months. Strolling through the historic center, visiting museums and monuments, and stopping at Florentine restaurants and cafés become part of a more intimate experience, while TASTE adds three days entirely dedicated to food culture.

For those who wish to plan their stay in advance, Antica Torre Tornabuoni is located in the heart of Florence’s historic center, an ideal base for experiencing the city and reaching the Fortezza da Basso during the event.

Between a day at TASTE, a FuoriDiTaste event, and a stroll through the streets of the historic center, the experience continues within the walls of our medieval tower: a place to relax after a day spent discovering Italian flavors and, from our panoramic terraces, rediscover Florence from above, with views stretching across its monuments and the landscape beyond.

A way to turn TASTE into an opportunity to discover two worlds deeply connected to Italian identity: Florence and the culture of food.