Italy will once again play a leading role at the Summer Fancy Food Show, with 300 companies participating in the 70th edition of the event in New York. Widely regarded as one of the most important international showcases for the food and beverage industry, the exhibition remains a strategic appointment for Italian agri-food companies seeking to strengthen their presence in the United States.
The US market continues to represent a key destination for Italian food exports. The main export categories—wine, olive oil, sauces and vegetable preserves, mineral water, and cheese—collectively account for nearly two-thirds of the total value of Italian agri-food exports to the United States.
In an exclusive interview with Italianfood.net, Donato Cinelli, President and Managing Director of Universal Marketing – exclusive agent for Italy at the Summer Fancy Food Show – discussed the reasons behind the event’s sustained expansion and the role played by the Italian Pavilion in promoting Made in Italy products.
Why the Summer Fancy Food Show continues to grow
Asked about the factors behind the steady growth of the Summer Fancy Food Show, Cinelli highlighted the event’s unique ability to bring together all the key players in the international food industry. “The success of the Summer Fancy Food Show lies in its ability to serve, year after year, as the most authoritative meeting point between industry, distribution, innovation, and global food culture,” he said.
According to Cinelli, the strategic location of the event is a major advantage: “New York is a unique and strategic hub, capable of attracting buyers, importers, distributors, media, and professionals from all over the world, making the event highly dynamic and commercially impactful.”
He emphasized that the exhibition’s success is rooted in its capacity to evolve alongside changing market demands while maintaining high standards among both exhibitors and attendees. “Over time, the fair has grown because it has evolved alongside the market, consistently maintaining the highest quality standards among both exhibitors and visitors.”
For industry participants, the event has become much more than a traditional trade show. “Today, participating in the Fancy Food Show means not only showcasing products, but also engaging directly with the future of the global food industry.”
Italy continues to occupy a prominent position within the exhibition, reflecting the strong reputation of Italian products among American buyers and trade professionals. “For the Made in Italy sector, it represents an extraordinary platform. American operators continue to recognize Italy’s authenticity, quality, tradition, and innovative capacity—making the Italian Pavilion one of the true highlights of the event,” Cinelli said.
The role of Universal Marketing
As the official producer of the Italian Pavilion, Universal Marketing plays a central role in supporting Italian companies before, during, and after the event. Cinelli believes the company’s value proposition extends far beyond the management of exhibition space. “I believe our added value lies in our ability to support companies through a process that goes far beyond simple trade fair participation.”
Over the years, Universal Marketing has developed an integrated support system designed to help exhibitors maximize their commercial opportunities in the US market: “Over the years, we have built a system of services, relationships, and operational support that enables Italian exhibitors to arrive in New York in the best possible conditions, allowing them to focus fully on business opportunities.” This approach is built on extensive experience and a deep understanding of both Italian businesses and the dynamics of the American marketplace. “Our experience gives us a deep understanding of both the needs of Italian companies and the dynamics of the US market.”
According to Cinelli, this expertise translates into practical support aimed at generating sustainable business outcomes. “This translates into concrete assistance before, during, and after the event, helping create the conditions for real and long-lasting commercial relationships.”
The broader objective is to transform participation in the Italian Pavilion into a strategic investment in the US market. “Our goal is to ensure that every company perceives the Italian Pavilion not just as an exhibition space, but as a true platform for enhancing and promoting Made in Italy in the United States.” Cinelli concluded by stressing the importance of consistency and long-term vision in building international success: “It is a process that requires continuity, vision, and great attention to detail—and it is precisely this consistency that has helped further strengthen the international appeal of the Summer Fancy Food Show over the years.”