Friday, the World Expo (a.k.a. World’s Fair) opens in Milan, focused entirely on food. And with technology venture capitalists recently pumping billions of dollars into food startups, the 2,500-square-meter Future Food Pavilion, one of scores of attractions, is a gee-whiz experience with innovations unimaginable just a couple of years ago.

At the Future Food Pavilion’s fully functional grocery store, shoppers learn about each item simply by gesturing at it. Thanks to movement sensors, a banana’s country of origin, carbon footprint, route to Italy, and flavor profile are available to anyone who cares. (And, of course, to the surrounding people who may not.) With counterfeit food, mislabeled and fraudulent seafood, and increased food allergens, the consolidation of this sometimes-overwhelming information can