Study of an exhibition concept for the Apulia Region, Councillorship of Agrifood Resources. The Department of Agrifood Resources of the Apulia Region has participated in the 72nd edition of the Fiera del Levante, the most important Southern Italian traditional showcase, with an exhibition area of 3000 sq m. It was called “Agrimed” and is traditionally dedicated to the promotion of the territory’s excellences, involving institutions, research institutes, the world of training, producers, category and consumer associations, with one million visitors. The goal was to offer the Apulia brand in a distinctive format that, for the quality of the products and the values of the productive processes, would position the region in a target of enogastronomic excellence. The project – In a historical phase where the processes of purchasing and consumption of agrifood products seems to depend more on the current global tendencies and on the strength of multinational corporations in orientating, through marketing and communication, the fruition of goods, it has been decided to give back “Taste” as a value. Taste, like litmus of quality, is a subjective parameter that determines the “conscious” consumer’s choice but is also a distinctive characteristic of the “good” product, the territory of its origin and reclaims the identity, also agrifood. Taste, if faithful, promotes itself and, even if it has an unquestionable objective, valences in the subjectivity of comparison. A Taste responding to these characteristics cannot but be greater. The slogan chosen for the Agrimed pavilion, which has become the leader of all the developed initiatives, is, “Taste is greater”. The exhibition area was separated into sections with a communicative graphic format. The impact of an open space, which differentiates environments with their own thematic characterization, gradually creates a discovery path. The choice of a sober but elegant style gave life to a personalized concept that all the spaces benefited from. The “macro” images, featuring shapes and “tasty” colors, were used to express the greatness of the taste and the products of Apulia. The project has been proposed as a sensorial path, thanks to the great visual impact of the external surface of grapes, cherries, peppers, oranges, etc, which stimulated sight, touch and palate. In this exhibition area, the visitor was invited to enter the taste and become a conscious protagonist. The institutional area – The institutional area gave hospitality to “Gusto di Puglia” (Taste of Apulia), a restaurant, ran by Slow Food, used for wine and local products tasting, as a laboratory of taste, a convention hall, Apulia’s olive oil and wine cellars, an exhibition space for local products and an area for the meeting of operators. The thematic area – The public benefited from the four thematic areas that, through images, videos and texts, displayed the attention and the sensitive commitment of the Councillorship of Agrifood Resources of the Apulia Region towards solidarity, food education, the Mediterranean gastronomical culture, and art. With this area were four separate spaces, Space 1: Solidarity Taste, Space 2: Art Taste, Space 3: World Taste and Space 4: Knowledge Taste.