Italian food and beverage exports climbed 8.2% in the first eight months of 2024, reaching €44 billion, according to Ismea. The performance is remarkable given the challenges of Germany’s faltering economy and the strain of global conflicts. Enrico Zoppas, president of the Italian Trade Agency (ITA), believes the sector could surpass €70 billion by the end of the year, up from €64 billion in 2023.
“This achievement reflects the quality of Italian products and the combined efforts of SMEs, large firms, and national institutions,” said Zoppas. He credited government support and internationalization initiatives under Italy’s “diplomacy for growth” framework for driving the sector’s resilience.
In 2023, the Italian Trade Agency spearheaded over 120 initiatives, organized 56 trade shows, and hosted more than 1,950 international buyers. The agency is also lobbying for Italian cuisine to be recognized as UNESCO intangible cultural heritage.
Yet, challenges persist. For every €64 billion in food and beverage exports, the sector loses €63 billion to counterfeit goods and “Italian Sounding” products, which mimic Italian branding. “Imitation exploits the decades of effort behind the Made in Italy brand. Combating this unfair competition is vital at all levels,” Zoppas warned.
