Sustainability and Made in Italy among the most frequently mentioned topics by the press. Newspapers and online headlines give room to the world leading textile care exhibition
One of the evident signs of the success obtained by the eighteenth edition of EXPOdetergo International
held in Fiera Milano Rho from 19 to 22 October was definitely the attention of the media to the event, a leading world exhibition and an irreplaceable reference point for textile care sector. A rich series of articles covered topics such as new, sustainable businesses, Made in Italy products and services, and the current technological revolution based on digital solutions.
“Sustainability is fundamental also for the laundry and textile care sector: it is going to be the main topic of EXPOdetergo International, a world event for international sector operators” reported Il Sole 24 Ore, the most important Italian daily newspaper on economy that dedicated an entire page to EXPOdetergo International the day before the show, 18 October. Given such a distinguished starting point, the show was then followed by the general press. “EXPOdetergo, the industry of clean is green and it pushes the 
Made in Italy” reads Il Giornale published on 18 October (the article was also reviewed by libero.it) including a long interview with the President of the exhibition, Livio Bassan.
On 19 October, it is Il Giornale again that publishes a one-page article entitled “Industrial and artisan, Italian laundries more and more ecological”. It talks about “little known but deeply rooted world” and the research on the present and the future of Italian laundries that EXPOdetergo International commissioned to Cerved institute in Milan. “Whether it is a wedding dress, a particularly delicate garment, fine fabrics or perhaps, simple shirts that nobody likes to iron, a laundry constitutes
a service that no one can do without” the long reportage by Il Giornale reads.
Another historical daily from Milan, Il Giorno, dedicated important coverage to the event. On 20 October, Luca Balzaretti interviewed Livio Bassan, the President, in an article whose headline read “We, the Made in Italy excellence, export 70% of machines”. The same edition of the daily, 20 October, published “Eco and 4.0, the laundries of the future”, where it talks about EXPOdetergo International as “a showcase orientated towards low environmental impact solutions that range from dry-cleaning to wet cleaning, from ironing to professional detergents with complete and automated lines, from textile proposals (bedding and table linen) to 4.0 management solutions”.
Nine pages were dedicated to the exhibition in Milan by Corriere della Sera including a rich reportage with photos entitled “Technology and environment get together in laundries” while both Il Giornale di Brescia and Brescia Oggi reported on the exhibition with the participation of six businesses from Brescia area. As far as the online press is concerned, a historical newspaper affaritaliani.it read “Tech and sustainability: the world of laundries at Fiera Milano” while buongiornoonline.it dedicated three pages to the event.
Regional and local press reflected the broad media coverage dedicated to the exhibition as well including the Corriere dell’Umbria whose article was then published by other editions of the newspaper in Arezzo, Rieti, Siena and Viterbo. •
by Stefano Ferrio
Detergo Magazine December 2018
