Italy’s retailer Crai is accelerating its international expansion strategy through a new partnership with Rosso Fine Food, the Abruzzo-based company specializing in food exports and B2B digital commerce. The agreement is designed to develop the presence of Crai’s extensive private-label portfolio in international markets, positioning its brands as ambassadors of Italian food quality and culinary tradition.
Taking Made in Italy abroad
The partnership will focus on building an international sales network for Crai’s private-label ranges, including La Rosa dei Gusti, Piaceri Italiani, Cuore dell’Isola and L’Arancio.
Rosso Fine Food brings an established network of commercial relationships spanning more than 50 countries, providing Crai with a platform to expand the reach of its brands beyond the Italian market. The goal is to strengthen their positioning as representatives of Made in Italy products internationally, targeting consumers who are increasingly looking for authenticity and Italy’s food heritage.
The agreement is part of Crai’s broader internationalization strategy and reflects the growing importance of private labels as a vehicle for food retailers seeking to enter new markets. By combining Crai’s product portfolio with Rosso Fine Food’s export expertise and international commercial network, the two companies aim to create new opportunities for Italian food products overseas.
A shared vision for growth
“Our private-label is built on its connection with local territories and on partnerships with producers who represent the best of Italian food tradition,” said Antonello Fois, CEO of Crai Holding. “We found in Rosso Fine Food a partner that shares our strategic vision and has the expertise required to support a solid, long-term growth path,” Fois added.
Marcello Zaccagnini, President of Rosso Fine Food, echoed the emphasis on the international appeal of Italian food, highlighting the ability of the brand portfolio to convey an idea of Italy that is both authentic and accessible. According to Zaccagnini, this positioning is particularly appreciated by international buyers, creating a strong basis for expanding Crai’s private-label products across foreign markets.