The value of the “Italy” brand has reached €2.077 billion, placing the national food sector at the top of global recognition rankings. High-quality agrifood products—particularly extra virgin olive oil—continue to serve as a driving force for the entire Made in Italy ecosystem. Yet, industry leaders warn that preserving this competitive advantage requires investing in food culture and training the next generation of ambassadors.
These are the insights that emerged from the new Censis and NielsenIQ research, presented at the Italian Ministry of Enterprises and Made in Italy (MIMIT) in the presence of Minister Adolfo Urso. The occasion marked the launch of the second year of EVO Masterclass, the nationwide education project promoted by Oleificio Zucchi in partnership with RE.NA.I.A. (Italy’s National Network of Hotel Management Schools).
CULTURE AS A COMPETITIVE ASSET FOR ITALY
With 215 years of history, Oleificio Zucchi positions knowledge as the cornerstone of safeguarding Italy’s olive oil heritage. The company sees youth education as a strategic investment. Young chefs and service professionals, it argues, will become the storytellers of territorial excellence around the world.
The data confirms this centrality. According to Censis and NielsenIQ, the “Italy” brand is worth €2.077 billion. In 2024, Made in Italy generated €785 billion in revenue—double the €376 billion from exports—and involved more than 237,000 active companies.
Food culture plays a pivotal role:
- 42.8% of Italians consider it “very important”;
- Only 5% deem it “not very” important;
- Among people aged 18–34, 30% see it as “very important”;
- The figure climbs to 42% among those aged 35–64.
Premium segments have also grown faster than the previous year, both in value and unit sales.
OLIVE OIL: A CULTURAL AND ECONOMIC DRIVER
Olive oil stands as one of the strongest symbols of Italian identity. Italy counts 30,595 agricultural enterprises dedicated to olive cultivation, employing nearly 50,000 workers. Industrial olive oil producers number 2,521, with around 7,000 employees.
In 2024, olive oil exports reached €3.091 billion, of which €2.496 billion came from extra virgin olive oil alone. The U.S. remains the top importer (€948.5 million, 30.7%), followed by Germany (€434.5 million, 14.1%), and France (€194.9 million, 6.3%). Japan (€151.3 million, 4.9%) and Spain (€136.3 million, 4.4%) round out the top five.
Italy’s denomination heritage remains remarkably rich: Censis’s elaboration of the Italian Ministry of Agriculture 2025 data lists 42 PDO and 8 PGI olive oils, with Sicily, Campania, and Puglia among the leading regions. NielsenIQ further confirms the growing value of Italian olive oil abroad, especially in the U.S., where sales have reached €2.069 billion.
TRAINING TOMORROW’S AMBASSADORS
Since food culture strongly influences consumer choices, expanding it within education is becoming essential. EVO Masterclass offers a three-year curriculum for enogastronomy and hospitality students in RE.NA.I.A. institutes, providing technical, cultural, and professional tools to elevate olive oil across culinary use, service, and storytelling.
In a global market where Italian cuisine continues to gain popularity, the project aims to blend tradition, competence, and innovation—preparing students to become credible ambassadors of Italian EVOO worldwide.
Alessia Zucchi, President and CEO of Oleificio Zucchi, said, “The research confirms that extra virgin olive oil is a powerful driver of high-quality Made in Italy. The EVO Masterclass project offers a concrete opportunity to bring together tradition and sustainability, providing students with a unique educational pathway. Again this year, we are proud to share our expertise to support the new generations in spreading the culture of Italian EVO olive oil.”
Vito Pecoraro, President of RE.NA.I.A., added, “EVO Masterclass is an extraordinary opportunity for our students to gain an in-depth understanding of one of the excellences of Italian cuisine. Thanks to the passion of our teachers and the collaboration with Oleificio Zucchi, we will be able to transmit values of tradition, innovation, and quality to the future professionals of the sector.”