“Buy Authentic Italian, Get More”. This is the title of the event organized by Italian Trade Agency, held last June 20th at the Art Institute of Chicago, at the FMI-Connect fair, in collaboration with Italianfood.net. The aim was to illustrate to some of the largest American retailers both the versatility in the US market and the emerging trends (reflected in newly-launched products) that Italian food features.
ORGANIC, NATURAL AND FREE-FROM: THE TRENDS FOR ITALIAN FOOD – An analysis of export-oriented categories of Italian food highlighted that the main innovation drivers, in line with international trends, are organic, all natural, free from, and sustainability. This goes to show that the Italian food & beverage industry is increasingly projected to foreign markets and is able to adjust its offer to new consumer needs without affecting its gastronomic identity. From lactose-free buffalo mozzarella to cold cuts enriched with vegetables and superfoods (see presentation “Buy Authentic Italian, Get More”), major Italian players in the food industry have identified their ‘recipe’ to grow overseas. It leverages on their country’s secular expertise in the production of unique specialties with new international trends.
USA MARKET: EDUCATIONAL PROJECT TO EXPAND BUSINESS – In turn, the American retail players present at the meeting confirmed their willingness to expand the Italian product assortments. However, as both Jody Hall (Director of Global Sourcing of HEB, a San Antonio-based chain that organizes popular ‘promotion shows’ dedicated to imported goods), and other players noted, “there is a need for greater educational projects aimed at American consumers who are becoming increasingly curious about the brands’ history and the proper handling of the products.” The ‘leaves system’ for the Modena Balsamic Vinegar PGI is an example of such best practices that, at the occasion, was given to the buyers. It consists of a clear and transparent classification that relies on symbols to show the quality characteristics of the products, from 1 to 4 leaves, respectively, from cheaper to more expensive balsamic vinegar products. A few simple rules that are bound to make Italian food exports to the United States – which in 2015 totaled about 3.5 billion euro – to grow exponentially in the coming years.