Italy is set to take center stage as the Partner Country at the upcoming Summer Fancy Food Show in New York (June 29th to July 1st at the Javits Center), a pivotal moment for the international promotion of Italian gastronomy. This year’s event will feature once again the Italian Pavilion, a showcase that promises to highlight the country’s rich culinary heritage and innovative spirit.
The Italian Food Awards USA, organized by Italianfood.net (the Food publishing group’s international project), will be a focal point of the show, serving as the sole B2B event dedicated exclusively to Italian food products. Scheduled for June 29, the awards ceremony will attract top buyers, importers, and distributors, providing a unique platform to celebrate excellence within the sector.
Donato Cinelli, CEO of Universal Marketing, the organization spearheading the Italian Pavilion and a focal partner of the Italian Food Awards, underscored the significance of this year’s event. “The Italian Pavilion returns to New York bigger than ever, just in time to celebrate Italy as Partner Country 2025,” he stated. “Our primary goal is to elevate Italy’s image as a global leader in quality, authenticity, and culinary innovation. We are committed to supporting established and emerging Italian companies as they expand their presence in the U.S. market.”
This year’s Pavilion will feature approximately 350 stands, covering an impressive 3,500 square meters and showcasing the excellence of 320 participating companies. Cinelli elaborated, “Through this Pavilion, we aim to create opportunities, strengthen trade ties, and foster long-term commercial partnerships. Visitors will be immersed in a vibrant sensory and cultural journey under the theme ‘Italy, the Art of Taste.’ It’s more than an exhibition—it’s a celebration of Italy’s enduring passion for excellence.”
Reflecting on the evolution of Italy’s presence at the Summer Fancy Food Show, Cinelli noted, “Italy’s role has evolved significantly, mirroring our country’s deep-rooted commitment to quality and innovation. Over the years, we’ve witnessed a steady increase not only in the number of participating companies but also in the diversity of products and regions represented.”
This year’s Pavilion will not only feature returning regions such as Liguria, Piedmont, and Sicily but will also welcome back Sardinia, Marche, and Lazio, thereby enhancing the representation of Italy’s gastronomic diversity. Cinelli remarked, “This is a truly landmark year for Italy, and Universal Marketing is honored to lead the Italian Pavilion during this special edition. Being Partner Country 2025 is both a privilege and a responsibility.”
To maximize visibility and impact for Italian exhibitors, Universal Marketing has devised a comprehensive strategy. “From bold branding and impactful visual storytelling to dedicated media outreach and pre-event promotional campaigns, every element is designed to amplify visibility,” Cinelli explained. The collaboration with the Italian Trade Agency (ITA), the Italian Ministry of Foreign Affairs, and regional partners ensures a cohesive and authoritative presence.
This year’s Pavilion will also feature live cooking demonstrations by renowned chefs, curated tasting experiences, and product launches from companies debuting innovations tailored for the U.S. market. “The inclusion of additional regions and the synergy between institutions, producers, and visitors promises an edition unlike any before,” Cinelli concluded. “It’s a collective effort to not only represent Italy but to make people feel Italy.”