The Las Vegas Convention Center once again played host to the Winter Fancy Food Show, serving as the stage for a grand showcase of Italian culinary excellence. At its heart was the Italian Pavilion, the largest international exhibit at the fair, spanning nearly 1,000 square meters. Featuring 101 stands, it highlighted the best of Italy’s agri-food sector, with regional specialties from Piedmont, Calabria, and Sicily adding a distinctive flair. Organized by Universal Marketing, the Specialty Food Association’s exclusive Italian agent, the pavilion offered a rare opportunity for producers to engage with the global market while celebrating the rich heritage of Italian gastronomy.
In 2025, Italy assumes the title of partner country for the Fancy Food Shows for the fourth time, leading both the Winter Fancy Food Show (January 19–21 in Las Vegas) and the Summer Fancy Food Show (June 29–July 1 in New York).
ITALIAN FOOD IN THE U.S.: A MARKET ON THE RISE
Exports of Italian food to the U.S. reached $7.3 billion in 2024, with the first nine months alone accounting for $6.3 billion—a robust year-on-year growth of 17%. “Products like pasta, cheese, olive oil, wine, and sauces continue to dominate American preferences,” explained Erica di Giovancarlo, Director of the Italian Trade Agency in New York. “These staples ensure Italy remains the third-largest food exporter to the U.S., trailing only Mexico and Canada.”
ITALY’S EXPANDED PRESENCE AT WINTER FANCY FOOD IN 2025
The 2025 Winter Fancy Food Show marked a series of innovations in how Italy presented itself to the U.S. market. The Italian Pavilion was reimagined with a campaign titled “Italia, the Art of Taste,” combining Renaissance-inspired visuals with a modern celebration of Italy’s gastronomic culture. Live cooking demonstrations and promotional activities were highlights during the event’s first two days, captivating attendees with the vibrancy of Italian cuisine.
A central lounge, organized by the Italian Trade Agency, became a focal point for visitors to experience the aperitivo culture—offering tastings of signature Italian products such as cured meats, cheeses, and espresso. The Italian Trade Agency also hosted an evening celebration spotlighting Italy’s ongoing bid to have its cuisine recognized as a UNESCO intangible cultural heritage.
FORGING STRONGER LINKS AT THE WINTER FANCY FOOD SHOW
Bill Lynch, President of the Specialty Food Association, underscored the value of the partnership: “We are delighted to collaborate with Italy for both editions of the Fancy Food Shows in 2025. Our colleagues at Universal Marketing have developed innovative activations—from chef-led demonstrations to new product launches—that bring Italian culinary traditions to life. Their efforts ensure attendees enjoy an unforgettable experience.”
For Universal Marketing President Donato Cinelli, this partnership is the culmination of decades of effort. “Thirty years ago, we embraced the challenge of creating the Italian Pavilion at the Fancy Food Shows. Today, we are proud to see Italy once again recognized as a partner country. Over time, Italian producers and Consortia have come to appreciate the importance of sharing their stories. The U.S. market remains captivated by the quality, passion, and heritage of Italian cuisine, which has become a global standard of excellence. The Italian Pavilion, consistently the largest international presence, continues to be a pillar of the Fancy Food Shows’ success.”
By reinforcing its presence at these marquee events, Italy not only consolidates its standing as a leader in the global food industry but also deepens its connection with the U.S. market, where demand for Made in Italy products shows no sign of waning.
NEXT STEPS
The Specialty Food Association is bidding farewell to Winter Fancy Food Show after nearly five decades, and ushering in a new era with the launch of Winter FancyFaire in California in January 2026.
The three-day event, scheduled for January 11-13, 2026, will debut at the San Diego Convention Center with plans to rotate to San Francisco the following year.
