June 29 marks the start of the 2025 Summer Fancy Food Show, the most important agri-food fair in the United States, which will be held at the Javits Center until July 1. This year’s edition is even more special: Italy is the partner country, so Universal Marketing, in collaboration with the Specialty Food Association, the company that coordinates and manages the event, has organized a Pavilion of Honor. Over 350 Italian companies, from small producers to internationally known brands, will participate in the event and promote Made in Italy with tastings, live cooking, and educational panels. The Italian Minister of Agriculture, Food Sovereignty, and Forestry, Francesco Lollobrigida, flew to New York for the three-day event.
What value does being a country partner of Summer Fancy Food have for Italy and Italian companies?
“Being a partner country of Summer Fancy Food represents a strategic opportunity of enormous value for Italy and our agri-food companies. We are talking about the most important trade fair in the sector in the United States, a key market for Made in Italy, where the quality, distinctiveness, and tradition of our products are recognized and appreciated.
“This partnership allows us to strengthen the visibility of the Italian agri-food system, promoting not only the most well-known products, but also small and medium-sized producers that focus on authenticity, innovation, and sustainability.
“It is an international showcase that allows us to generate new business opportunities, consolidate commercial relationships, but also to proudly showcase Italian food culture, which is synonymous with quality and know-how.”
The food sector is proving to be a driving force in exports to the United States. The figures for 2024 are excellent, but the uncertainty surrounding tariffs could affect the results for 2025. What actions has the Ministry taken?
“This year, agri-food exports reached €70 billion, of which €8 billion went to the United States alone. These are impressive figures, of course, but they require us to approach this phase with pragmatism. Important negotiations are currently underway, and we are confident about the ongoing talks. We are nevertheless certain that the uniqueness of our products and the affection that the American people have for our agri-food excellence will mitigate any consequences of additional tariffs.”
Small and medium-sized Italian agri-food businesses could be particularly affected by these tariffs. What resources is the government making available to improve their presence on international markets and support their exports?
“As a government and as Italy, we are working to strengthen trade relations in the food sector. Events such as Fancy Food are essential for promoting small and medium-sized businesses that have yet to establish themselves in the US market. We need to focus on the added value of our products. Last year, we saw a good market return, and we are optimistic that this edition will also attract the interest of Americans who see Made in Italy as a distinctive element, synonymous with tradition and quality.
“Our job, together with the Italian Trade Association, is to accompany our producers and put them in a position to present themselves on the market in the best possible way. I am referring to participation in trade fairs such as Fancy Food, but also iconic events such as last year’s Vinitaly in Chicago, or the promotion of Italian cuisine as a UNESCO World Heritage Site – an opportunity to promote Italy’s image abroad, strengthen international relations, and celebrate the excellence of Made in Italy with this unique recognition. On Saturday evening, in New York, Times Square will light up with a new video dedicated to Italian agri-food excellence, the unique charm of our country, and the deep friendship between Italy and the United States.”
Are there any new projects or direct collaborations between Italy and the United States involving your Ministry?
“During the bilateral meeting with US Secretary of Agriculture Brooke Rollins in Rome, the opening of a technical roundtable was announced, dedicated to facilitating dialogue between operators in the agri-food sector, with the aim of strengthening commercial collaboration between Italy and the United States. In recent months, we have clearly demonstrated that Italy is ready to protect the interests of our entrepreneurs and citizens by avoiding trade wars with a country that remains a fundamental ally for us, not only from an economic point of view, but also and above all in terms of values. In the coming days, I will be in Washington for a new meeting with Secretary Rollins. It will be an important opportunity to further strengthen our relationship with the United States and lay the foundations for future collaborations.”
The pasta and sauce market in the US recorded excellent figures in 2024. Given the economic situation, many Americans are in fact giving up eating out at restaurants to rediscover home cooking. How important is the presence of major Italian brands in the United States in ‘exporting’ some of our country’s typical eating habits?
“The presence of major brands, as you can well imagine, is important not only economically but also culturally. When we export an Italian food product, we are not simply selling a commodity. We are communicating a lifestyle, a tradition, an identity. Bringing our cuisine – based on quality, balance, taste, and respect for natural ingredients – to American tables means transmitting a model that speaks of Italy, its territories, and its know-how. Americans have learned to know and appreciate all the products that make us famous around the world: from cheese to extra virgin olive oil, from balsamic vinegar to pasta, from cured meats to wines. In Italy, cooking is a way of life, educating people about the protection of biodiversity and respect for seasonality. The great Italian brands embody this set of values in their products, showcasing the creativity and distinctiveness of authentic Made in Italy.”
Last year, at Fancy Food in New York, you talked about the Ministry’s achievements in the fight against “Italian sounding” products. What is the feedback 12 months later?
“The agri-food sector is a pillar of the Italian economy and an ambassador of our identity in the world. The quality and uniqueness of Made in Italy products must be protected with rigor and continuity. This system of values is the result of a complex and integrated model that involves our territory, our organizations, and the entire production chain, from cultivation to distribution.
“In 2024, the Central Inspectorate for Quality Protection and Fraud Prevention of Agri-Food Products carried out over 54,800 checks, verifying more than 28,500 operators and over 54,000 products. Most of the checks concerned organic and regionally protected products.
“It is essential to continue on the path of transparency, taking timely action to ensure a high level of attention and clarity in information. Being able to recognize Made-in-Italy products is essential. For this reason, we have introduced the tricolor band on wine bottles, an additional guarantee for those who choose to buy Italian. Italy has 891 distinct regions producing all manner of goods that are registered in the EU (the acronym for these legally recognized areas in Italian is IGT), with a production value of over €20 billion, contributing almost €11 billion to Italian exports. It is necessary to improve and strengthen the international protection of IGTs, including on the internet.”
How do you intend to address the challenges of climate change (in the case of floods and droughts predicted for the summer that could damage local production) in Italian agriculture and promote resilient agricultural practices?
“Adverse weather events are a reality we have to deal with, and Italian agriculture is one of the most exposed sectors. Extreme events such as floods and droughts threaten not only agricultural production but also the work and lives of entire communities. For this reason, the government has already taken concrete measures, allocating resources for immediate support to affected businesses, but above all working on a long-term strategy without sacrificing the profitability of agricultural activities. It is necessary to continue investing in innovation, and assisted evolution techniques are a clear example of this. The goal remains to increase the natural resistance of crops without altering the quality of the product.”