Nateeo at Marca 2025: the strategic role upstream of the modern distribution chain

The 21st edition of Marca by BolognaFiere, the reference event for the Distributor Brand (MDD) sector, has come to an end. It was an extraordinary success with over 1,300 exhibiting companies and 23,000 visitors, with a respective increase of 23% and 14% compared to 2024.

Participating in events of this magnitude is crucial for a company like Nateeo, not only to build new value connections but also because consumer behaviour has an indirect impact on the quality, sustainability and innovation of companies working upstream in the supply chain. In this context, Modern Distribution plays a crucial role, acting as a transformation engine for the entire production ecosystem.

Sustainable transition, which has always been at the heart of the most far-sighted company policies, is confirmed as the priority for the Distributor Brand of the future. Today’s market expectations call for greater product traceability to ensure transparency and consumer confidence, the adoption of sustainable packaging to reduce environmental impact, and the integration of ESG certifications to attest to a commitment to responsible practices. Furthermore, producers are called upon to favour short supply chains and to offer innovative products that meet the demands of sustainability and price competitiveness.

The change in consumer behaviour is increasingly influenced by a growing awareness, as highlighted in the Position Paper by The European House – Ambrosetti, presented at the exhibition. The most recent data reveal that almost three quarters of consumers are willing to spend up to 20% more to buy green products, with a higher propensity among young people, even if they belong to lower income segments. In particular, Generation Z is the spokesperson for a vision in which environmental sustainability is no longer an option, but a fundamental necessity.

At the European level, sustainability is at the centre of corporate policies and strategies, and 81% of investors require companies to integrate measurable sustainability goals into their business model. In this scenario, addressing the sustainable transition is not only a necessity, but a real lever to ensure long-term competitiveness.

The new paradigm that is emerging makes sustainability no longer a mere distinguishing feature, but a minimum requirement, a new collective standard that sets market guidelines. In this context, Nateeo is ready to play a strategic role, helping to build a supply chain that is increasingly responsible and in line with the expectations of society, partners and consumers.