A stand that speaks to the future: Surgital presents a new brand vision

• A new Surgital stand at TuttoFood 2025 as a symbol of the company’s repositioning;
• Contemporary, showroom-inspired design that communicates elegance and innovation;
• “Freshness” as the central concept: of the product, communication, and market approach;
• Showcasing the kitchen and the De Gusto team, Surgital’s demonstration chefs;
• A brand story that starts in 1980 and looks to the future;
• – Surgital evolves but remains true to its essence: high-quality pasta, industrial craftsmanship, and the spirit of Made in Italy.

 
In the heart of the Food Valley, where pasta is an art passed down through generations, we have taken another step forward. A bold and determined move, which took shape at TuttoFood 2025, the international reference trade fair for the agri-food industry.
It was here that we unveiled our new stand.
Not just a display space, but a true visual manifesto of change—a clear statement of intent.
This redesigned space visually represents the path of evolution we are undertaking as a company, as a brand, and as interpreters of Italian cuisine around the world.
The new layout breaks from the past: gone are the freezer counters, eggs, and flour on display—symbols of a craftsmanship that lives on in our processes but evolves in how we communicate.
In their place, an environment inspired by a modern showroom, designed to welcome and involve.
A space where pasta can be experienced in a completely new way.

Freshness: one word, a thousand meanings

The key concept is “freshness.”
Both in terms of taste—guaranteed by our freezing technology—and as a mindset.
We are, and want to continue being, a “fresh” company in our approach, language, and how we present ourselves to the world.
The new brand messages take shape in every detail of the stand, transforming the space into an immersive experience that expresses the Surgital identity with elegance and consistency: from the colors to the design, from the materials to the visual storytelling.
“We believe in Fresca” is much more than a slogan: it’s a positioning, a business vision.

“Celebrating Freshness” is also at the heart of the new brand strategy: celebrating the freshness of expertly crafted pasta, as well as fresh ideas, food culture, and innovation rooted in respect for tradition.
This is the semantic field Surgital is building its future on, playing smartly with the link between freezing and freshness.
In this new phase, the company presents itself as a modern, elegant, sophisticated industrial entity.
Capable of blending large-scale production power with artisanal attention to detail, human values, and the beauty of well-crafted simplicity.

A kitchen that tells a story and draws people in

At the heart of the new stand, as always, is the kitchen. But even this has been completely reimagined.
Cutting-edge equipment and a layout designed to bring people closer to moments of preparation, tasting, and conversation with those who shape our products every day.
The full De Gusto team—the Surgital pasta academy—is on hand, ready to share, cook, and inspire.
It’s a story that starts in 1980 with the vision of the Bacchini family and continues today with a brand that is open to the world and ready to embrace new challenges.
Surgital now exports to over 60 countries and continues to grow, with the clear goal of bringing Italian pasta to tables all around the world.

Every dish, every gesture, every word at the stand speaks of a cuisine made of culture, aesthetics, and conviviality.
Because food is nourishment, invitation, sharing, and connection. And pasta is the highest expression of the Italian table.

“The stand was conceived as a large table, a space where food becomes language and conviviality turns into storytelling. Because the kitchen is not just preparation—it’s relationship.”
Valentina Beltrandi, Event Planning Specialist, Surgital

Surgital evolves, but remains true to itself

The new stand is just the first step in a broader transformation. It’s a way to show who we are today, and where we’re headed.
Because Surgital is changing, evolving, renewing. But it remains true to its essence: doing what it does best, with passion.
Our pasta continues to be made in the heart of Emilia-Romagna, with genuine ingredients, controlled processes, and the utmost respect for people and the environment.
But beyond quality, we want to offer an experience. A story. An emotion.
The new stand marks the beginning of a bigger story. One made of vision, freshness, and respect.
A story that speaks to everyone who loves pasta and believes that the future is built on passion, beauty, and care.