Italian agri-food products continue to conquer international markets, yet outstanding product quality is not translating into proportional brand valuation. In 2025, Italian sector exports hit an all-time record of €73 billion, up 5% year-over-year. However, according to Brand Finance 2026 data, while Italy accounts for 19% of the food brands in the global top 100, these brands capture a mere 7.4% of the total financial value.
This core gap framed the preview of the 15th edition of Food, Wine & Co., held at Rome’s La Nuvola Conference Center. Promoted by the Master in Economics and Management of Communication and Media at the University of Rome Tor Vergata—in collaboration with Comin & Partners and timed with Gambero Rosso’s 40th anniversary—the event convened key executives from Campari Group, Gruppo Rana, Kimbo, and McCann Worldgroup Italy.
A €707B industry facing global headwinds
Setting the economic backdrop, Professor Simonetta Pattuglia, Event Curator and Director of the Master’s Program at Tor Vergata, presented joint data from the Italian farmers’ association Coldiretti and the Italian think tank The European House – Ambrosetti. The entire Italian agri-food supply chain generated €707 billion in 2025, supported by the €73 billion export peak.
However, the sector confronts escalating systemic pressures:
- Climate impact & production strain: OIV reports show global wine production in 2024 fell to its lowest level since 1961; despite a 3% rebound in 2025, output remains 7% below its five-year average. Domestically, Coldiretti recorded 700 extreme weather events in Italy during June 2026 alone (over 23 per day), with more than 28% of national land at risk of desertification.
- Shifting consumer dynamics: According to NielsenIQ, the average Italian consumer now visits 6.3 different retail banners annually, displaying declining loyalty to individual store locations. Furthermore, Ipsos-Fondazione Symbola 2025 figures indicate that 69.6% of Italians buying sustainable products are driven by perceived quality, followed by climate concerns (22%) and ethical motives (7.4%).
“Italian agri-food is an extraordinary national asset, but the numbers reveal a paradox we must reflect upon,” stated Pattuglia. “We represent 19% of the global top 100 food brands, but only 7.4% of their overall value. We know how to produce quality and capture markets, but we must work on translating that strength into brand equity. In an environment shaped by geopolitical crises, climate change, and selective consumers, reputation becomes an essential driver of competitiveness. It is no longer enough to tell the story of Italian excellence—we must demonstrate it. The brand is no longer what we tell, but what we can prove.”