As the food industry undergoes a deep transformation in both retail and manufacturing, Italy is ready to seize new opportunities. Around 60 Italian companies have come to San Francisco to take part in the Winter Fancy Food Show 2018 (WFFS), the top food specialty event on the West Coast, and launch innovative products targeted to mobile-connected consumers seeking premium, sustainable and healthy products. The Winter Fancy Food Show represents today more than ever the opening event of Italian and international trade activities in the United States, said Donato Cinelli, president of Universal Marketing, the exclusive Italian agent of the Specialty Food Association (SFA), which organizes the show. The event scheduled from 21 to 23 of January, in an increasingly dynamic city like San Francisco, represents the true kickoff event of the year for food and wine products, said Cinelli. The Italian presence at the show, which is followed by the Summer Fancy Food edition in New York in June, is the largest among international countries. The trend confirms the importance of the US market for Italian exporters. For these reasons we at Universal Marketing – which has organized the show for more than 30 years – believe that the role of the show is not only strategic but also essential to understand the consumer trends of the new year in the most competitive market such as the United States of America, Cinelli said.
The Italian Trade Agency promotions
At the Italian Pavilion, the Italian Trade Agency (ITA) which promotes Made in Italy manufacturing abroad, will organize promotional activities to support the exhibitors at the WFFS including networking opportunities with buyers and distributors. Guests touring the pavilion will also have the opportunity to meet and relax in the Italian Lounge, enjoying coffee, wine, and attend cooking demos in a display of authentic Italian hospitality and taste.
The best selling items in the US
Italy is No. 2 European food exporter to the US behind France, and the sixth-largest globally, according to ITA figures based on data from the US Department of Commerce. Italian exports of food and drinks to the US increased 1.6% in the first half of 2017 from the previous year-period, after rising 3.9% in 2016 compared with 2015. Meanwhile wine, olive oil, cheese, and pasta remain the best-selling items, sauces and other condiments are growing double digit.