On 8 October, we held the first edition of our UVE DAY in Italy, following on from previous editions in Spain and France attended by leaders in the CPG sector, and now making a big splash in the Italian market.

On this occasion, 13 leading sector companies and more than 30 attendees gathered for an inspiring conference focused on the key challenges and opportunities in the Fragmented CPG Channel in Italy.

UVE DAY Italy has established itself as the annual event for companies seeking to lead the present and build the future of the Fragmented Channel, sharing their knowledge, vision and experience on how technology is redefining the Route to Market.

AI For The Route to Market: The Event’s Common Thread

This edition’s leitmotif was exploring the new path that technology is opening up for us and understanding how artificial intelligence can shed light on the Fragmented Channel’s key challenges, anticipate them and solve them.

With the help of Viktoria, our AI, we show how the intelligent application of technology is establishing itself as a driver of growth and efficiency for manufacturers and distributors, through:

• Top-quality data, beyond the multiplicity of sources, a critical base on which to make more accurate and reliable decisions.
• Data-grounded strategic recommendations, which guide those sales actions with the greatest impact.
• An exponential increase in efficiency, by applying intelligence to analytical and commercial processes.
• Optimised sales execution, transforming insights into tangible results at the point of sale.

5 Highlights From UVE DAY Italy

1. Welcome message with a future vision

Jordi Vila, CEO and founder of UVE, opened the conference by sharing a clear vision of the future of CPG: a constantly evolving environment in which anticipation, innovation and collaboration are key to staying competitive.

 2. Viktoria: AI designed to optimise the Route to Market

Pep Planas, General Manager at UVE, highlighted how important it is for companies to adapt to the digital age and how our solutions, using AI agents and advanced algorithms, can transform the commercial process, from sales forecasting through to recommendations for strategic actions.

 3. Context, dynamics and challenges in the B2B sector

Andrea Martitati and Massimo Barboni, Area Manager of UVE Italy and Strategic Advisor respectively, led two inspiring sessions focused on the main challenges of Route to Market in Italy.

Their presentations focused on three key ideas:

• Genuine collaboration between suppliers and customers to foster joint innovation.
• Empathetic and cross-functional communication to overcome corporate, cultural and organisational challenges.
• Appropriate tools with which to build lasting and effective cooperation.

 4. The three pillars of sales execution

We presented the three technological pillars that underpin Route to Market and foster intelligent, effective, and efficient execution:

• Giulio Mezzetti (Project Manager), showed how UVE’s AI models identify points of sale with high potential, thereby optimising our sales strategy.
• Gloria Romualdi (Project Manager), underlined the irrefutable importance of a Single Source of Truth, a single and unified source that offers a comprehensive and reliable vision of our business’s data.
• Andrea Maritati explained how to turn insights into concrete and measurable actions at the point of sale, generating real impact.

 5. Next Best Action: Better decisions backed by data

In her closing remarks, Andrea showed how to turn data abundance into smart decisions, demonstrating that Viktoria allows to identify the best action to take, the best time and place, in order to maximise the commercial impact.

A Conference To Build The Future of The Fragmented Channel

UVE DAY Italy 2025 was much more than an event: it was a chance to connect, reflect and innovate along with the leaders supporting the sector’s flagship companies in Italy.

An event that clearly demonstrated that the future of the Fragmented Channel will be built by fusing vision, collaboration and technology.

UVE reaffirms its commitment to helping CPG companies optimise, improve and streamline their Route to Market, boost their competitiveness, and continue to lead the change towards smarter, more agile and data-driven business management.

Thank you to all those companies who came along.

See you at the next edition of UVE DAY Italy 2026!