VICENZI GROUP STRENGTHENS ITS INTERNATIONAL POSITIONING AT ISM 2026
The Vicenzi Group successfully completed its participation in ISM 2026, the leading international confectionery trade fair held in Cologne from February 1st to 4th, confirming the brand’s strength in the global market and its growth potential in export segments. The event represented a strategic opportunity to meet buyers, distributors, and industry professionals, consolidate business relationships, and showcase Matilde Vicenzi’s Italian pastry excellence in an innovative way.
The stand, completely renovated for its 120th anniversary, embodied the brand’s identity, combining tradition and innovation. The constant presence of industry professionals and decision makers confirmed the international appeal of Vicenzi products and the effectiveness of an exhibition approach geared toward engagement and hands-on experience.
Show cooking and tastings, held in collaboration with the Pure Pastry team and renowned Brand Ambassador Christian Hümbs, highlighted the quality, versatility, and innovation of the range’s products, from Vicenzovo strawberry ladyfingers to Millefoglie. The collaboration with Hümbs, launched in 2025, has strengthened the Group’s presence in the German and European markets, offering concrete networking opportunities and strategic partnerships.
“ISM is an essential opportunity to consolidate dialogue with international partners and present Matilde Vicenzi as a premium brand, capable of combining tradition, quality, and innovation,” stated Simona Marolla, International Marketing Manager of the Vicenzi Group. “The interest shown by buyers confirms the potential of our products in foreign markets and the collaboration opportunities for distributors and industry professionals.”
The Group’s participation was supported by communication and visibility activities within the exhibition center and by its presence in the event’s official visitor guide. With ISM 2026, Vicenzi strengthens its international strategy and confirms its role as a reliable partner for operators, distributors, and stakeholders interested in Italian confectionery excellence.