Italy is Country Partner of the Summer Fancy Food Show, the most important food and wine event in North America. A recognition that rewards three decades of work and vision. We talked about it with Donato Cinelli, president of Universal Marketing, architect of the construction of the Italian Pavilion and tireless promoter of Made in Italy in the United States.
Italy will be Country Partner at this year’s Fancy Food Show: what does this recognition mean for our country and the work it has been doing for more than 30 years with Universal Marketing?
Being Country Partner in 2025 is an extraordinary recognition for Italy and a great responsibility for all of us.
Thirty years ago we took on the challenge of building the Italy Pavilion at the Fancy Food Shows, and since then, our country has consistently had the largest international pavilion at the event.
This year, for the first time in history, we also record the highest number of participating Italian companies, an achievement that testifies to the strength of Made in Italy and confidence in the U.S. market.
The United States is not just looking for products, but for stories: quality, passion and identity are the keys to our success.
You have helped build, brick by brick, the Italian presence in the industry’s major international trade fairs. What, in your opinion, makes Made in Italy so competitive (and desired) in the U.S. market?
Universal Marketing Srl is a leading company in Italy and around the world that has specialized for over 25 years in the organization and management of exhibitions, international events, press conferences, congresses, seminars, B2B meetings, incoming and press tours, as well as for the public relations sector. It holds long-standing collaborative relationships with all regional bodies, Chambers of Commerce, Foreign Centers, Institutions and all ICE offices worldwide in addition to being the sole organizer of the Italian Pavilions at the Winter and Summer Fancy Food Show.
Our main goal has always been and remains to elevate the image of Italy as a world leader in terms of quality, authenticity and culinary innovation.
We are committed to supporting both established and emerging Italian companies in their growth in the U.S. market.
Through the Italy Pavilion at the Fancy Food Shows, for example, we aim to create opportunities, strengthen business ties and promote long-term professional partnerships.
This year, visitors will be immersed in a lively sensory and cultural journey, thanks to numerous showcooking activities and events.
Under the banner of the new concept “ITALY the Art of Taste,” where art meets Italian gastronomic culture, the Pavilion invites guests to explore not only the extraordinary flavors but also the artistic soul of our country.
More than just an exhibition, it is a celebration of Italy’s timeless passion for excellence.
How has the perception of Made in Italy in the American market changed over the past two decades, and how has the approach of Italian companies evolved?
Italy’s role at the Summer Fancy Food Show has evolved significantly, reflecting our country’s deep dedication to quality and innovation.
Over the years we have seen a steady increase not only in the number of participating companies, but also in the diversity of products and regions represented.
From traditional artisans to modern startups, Italian companies continue to embrace this platform to connect with the U.S. market.
What stands out this year is the size and inclusiveness of the Pavilion. Alongside returning regions such as Liguria, Piedmont, Campania, Calabria, Puglia and Sicily, we are proud to welcome back Sardinia, Marche and Lazio after several years, reinforcing our mission to represent all the regional richness of Italian gastronomy.
What criteria do you use to select and accompany Italian companies to international trade fairs? And what are the most common mistakes you try to make sure they are avoided?
Step by step, we have seen the growth of Italian entrepreneurs, districts and consortiums, which over time have understood the importance of telling the story of their product through the presentation of their productions that are increasingly sophisticated in ingredients and packaging; today, more than ever, the United States is fascinated by the stories of Made in Italy.
We are always at the side of our companies to provide advice and suggestions for their international development projects, as well as providing information on the various current regulations.
Italian food represents a standard of excellence in the U.S., so they are a preferred destination for companies wishing to develop their exports.
In recent years there has been increasing talk about authenticity and the fight against Italian sounding. How important is it today, at trade shows like Fancy Food, to tell people not only about the product, but also about who is behind it?
It matters so much!
Americans love Italian cuisine and Italian food specialties have played an important historical role in spreading the taste for global flavors in the United States.
Today, in a scenario of increasing change in consumers’ eating habits, authentic and innovative Italian products continue to be influential in all distribution channels. Italian gastronomy is the highest expression of the Mediterranean diet, and the controls that our country carries out on raw materials and their production makes the Made in Italy product an indisputable source of quality and health.
What do you see as the main challenges that Italian companies will have to face in the coming years to remain relevant in international markets?
Italy has always shown clear thinking, we have been among the first to understand the importance of sustainability, the changing needs of the consumer, think of the evolution of packaging, and then first and foremost the essentiality of maintaining top quality and authenticity standards, my experience is that Italy will continue to be a leader in the Food&Beverage sector in the US.
The article Donato Cinelli: “Italy, the Art of Taste,” thirty years of trade show passion at the Fancy Food Show comes from TheNewyorkese.
