During last FMI Connect, Italianfood.net met Matteo Picariello, director of the Italian Trade Agency of Chicago. From his privileged point of view, he underlined how American consumers’ habits are fast-changing and how the people are craving for authencity in food.
AUTHENTICITY WILL MAKE THE DIFFERENCE – Mr Picariello is convinced that “the difference between authentic Italian Food and Italian sounding products will play a strategic role, both in the purchase choices of the buyers and in the shopping habits of the American consumers”. The problem seems to be simple, so: Italian companies must focus on educational campaigns to help the US consumers recognise theese differences.
NEW MEDIA TO TELL AN OLD STORY – Starting from this belief, ITA is offering on-going educational promotions in collaboration with American retailers, such as Mariano’s and others. But according to Mr Picariello a fundamental impulse will come from the digitalization of retailers and from e-commerce: “In-store educational projects based on brochures were very expensive. With QR Codes and links we can give free and easy to access information on our products. I think that the digital media have a huge potential to tell Italian Food story“.