The food market is expanding beyond grocery aisles, restaurant tables and home kitchens, presenting greater opportunities for Italian producers looking to expand in the US market. In a series of interviews with Italianfood.net at the Winter Fancy Food Show 2019 in San Francisco, organizers and manufacturers explained how innovation has spread beyond recipes to meet the demand for ready-to-eat, grab-and-go natural healthy and authentic food. The heads of the Specialty Food Association, the Italian Trade Agency and Universal Marketing explain the trends emerged at the winter edition of the largest specialty food show in the United States and reveal some of the new ideas that will be unveiled at the popular summer edition of the show next June.