A growing number of Italian food manufacturers are travelling to the United States this year to take part in three major US food shows, as they look to sign new distribution deals in the world’s leading economy.
The eurozone’s third-largest country, for the second year will boast the largest international presence at the Summer Fancy Food Show in New York (June 26-28) and at FMI Connect in Chicago,(June 20-23), and PLMA (Private Label Manufacturers Association, November 13-15).
The rising participation in the events, under the umbrella of the Italian Trade Agency, comes as demand for genuine, organic and natural products grows in the United States, making the Mediterranean cuisine the preferred choice among “ethnic” culinary traditions. Exports of Italian food and beverage to the US increased 22.4% to 3.95 billion euros in 2015 from the previous year, according to ITA calculations of data by the US Department of Commerce. The depreciation of the euro boosted exports, but demand for quality wine, cheese, pasta, and olive oil is also on the rise. The first two trade shows take place back to back in June.
“The Italian Trade Commission is looking forward to partaking in two significant US Trade Shows – the Summer Fancy Food Show focused on specialty foods, and FMI Connect focused on retail needs,” said Maurizio Forte, US commissioner of the trade promotion agency, also known as ICE.
Over 300 Italian participants are expected at the New York show organized by the Specialty Food Association, with the liaison of Universal Marketing, headed by Donato Cinelli, which commercially manages the Italian pavilion.
FMI CONNECT, MORE THAN 60 ITALIAN EXHIBITOR – More than 60 Italian exhibitors are expected at FMI Connect, the retail industry’s premier event organized by retail trade association Food Marketing Institute (FMI).
“These shows differ in terms of scope and address different trade needs. Italy is present with 300 producers at Fancy Food and over 60 at FMI. Exports of Italian products to the US continue to surge and our producers’ offerings at these shows continue to engage and shape the direction the import and retail portfolios are taking,” Forte said.
PLMA, ITALY THE LARGEST FOREIGN COUNTRY REPRESENTED – Italy has been for five years the largest nation at the event Plma Chicago in November. Last year, 46 Italian companies participated. Preparations for the 2016 edition are under way, but based on the expressions of interest received so far, the Italian participants this year should beat the numbers of the last edition, according to ITA. Matteo Picariello, director of the Italian Trade Agency in Chicago, explained the presence at the shows is part of a “virtuous cycle” that sees Italian producers upgrade their production to tap into foreign demand, and buyers of large retail groups travel extensively to Italy to find new good products to lure selective, well-informed customers. “Buyers are directly selecting the products they want, are passionate about Italian food, travel a lot and have a deeper understanding of our culinary tradition,” Picariello said. If on one hand activism helps retailers cut distribution costs and command higher margins, the long-term consequence on the entire manufacturing sector is more profound. Demand for unique taste has made export-oriented niche producers more appealing even to mass-market retailers. Also, store brands are going high-end, organic and gluten-free. “The private label industry is a way to enter the US market for many producers who are not there yet,” said Picariello.
THREE CONSORTIUM ATTENDING FMI SHOW – In Italy, pressure is high on manufacturers to upgrade production lines, improve logistics and ensure certified quality at competitive prices. The challenges and opportunities are prompting some companies to join forces and promote their products. For example, three consortiums will join FMI Connect this year: AIDEPI (The Italian Association of Confectionery and Pasta Industries), Consorzio Tradizione Italiana (Italian Tradition Consortium), and Italia del Gusto.