At the Winter Fancy Food Show 2020 edition in San Francisco, The Italian Way – Food&Beverage Excellence made its official debut on global markets (at the International Pavilion, South Hall, Booths 1456-1458). The new Italian food promotion project has put together by The Bridge, Caffè Gioia, Conserve Rispoli, Italtipici, and Smeraldina companies.
THE ITALIAN WAY PROJECT
These five Italy’s F&B companies have come together to raise awareness on Italian food culture, bringing to the U.S. market a wide and diversified offer of high-quality products with a particular focus on organic food.
From The Bridge organic vegetable drinks to Smeraldina mineral water, from the 100% organic tomato and legumes from Conserve Rispoli to Italtipici extra virgin olive oil, to the 100% Arabica organic coffee from Caffè Gioia, The Italian Way aims at bringing overseas the authentic taste of healthy food and beverage.
These products are the result of Italian know-how capable of looking to the future through innovation. Products ranges are designed to meet the different needs of customers, thanks to references that respect the environment both in production processes and in packaging. The Italian Way is an open project that, in the near future, will welcome new companies with the aim of offering international markets an even wider and more diversified offer of Italy’s F&B excellence.
THE US MARKET IMPORTANCE
The choice of The Italian Way to start from the United States stems from the growing appreciation of this market for Made in Italy food tradition. In the last 10 years Italian exports have doubled and the USA is confirmed as the first destination for Italian F&B products outside the European Union.
According to a survey carried out by ICE – Italian Trade Agency New York, 67% of American consumers consider it very important that a product be authentically made in Italy and 64% say they are willing to pay more for an authentic product.
Moreover, the American market confirms itself as mature and aware, especially with regard to organic products. According to the survey released by the Organic Trade Association (OTA), the organic food market in the United States in 2018 reached 47.9 billion dollars, recording a growth of +5.9% compared to 2017, as American consumers are increasingly looking for products made with simple and high-quality ingredients, from companies that pay attention to sustainability.
ENVIRONMENT AND SUSTAINABILITY
The attention to sustainability in production and packaging that The Italian Way companies share with U.S. consumers is also fundamental. Nearly one-third (31%) say they are very concerned about the environmental impact of plastic packaging and 83% believe that plastic-free packaging is more environmentally friendly. About 60% of the sample asked for plastic-free packaging alternatives, or guarantees on the use of recyclable packaging made from post-consumer recycled material (PCR) or bioplastics.