We find ourselves at the heart of the Italian pavilion at the Fancy Food Show 2025 in Las Vegas, an event celebrating the excellence of Italian food and craftsmanship. In this setting, we had the privilege of interviewing the President of the Piedmont Region, Alberto Cirio. During the interview, the President shared his vision for the U.S. market, the value of Piedmontese products like rice and truffles, and the importance of promoting the authenticity of Italian goods. He emphasized how quality is the key to attracting tourists and consumers, highlighting the inseparable bond between food and its region of origin.
Thank you, President, for joining us here at our booth. First of all, how’s it going?
“It’s going very well because when we showcase Italian excellence, things can only go well. Wherever Italy is, there’s always a crowd, and it’s no coincidence that Italy is the partner country. The United States didn’t discover our flavors and beauty just yesterday. There’s also a fascinating anecdote about Piedmont: President Jefferson, before becoming President, risked being sentenced to death just to find out why Piedmontese rice is so exceptional.”
What’s the secret behind this Piedmontese rice?
“The secret is being born in Piedmont! That’s it! We are products of our land, and that’s even more true for agricultural goods. Piedmont produces 70% of Italy’s rice, making it an absolute gem. Today, at least 80 Italian companies are present at the show, many of them from Piedmont. In a year when Italy is the partner country of the Fancy Food Show, it was a must for us to be the host region. The U.S. market is fundamental for Piedmont’s economy. And it’s not just about rice—there are many other exceptional products, like truffles.”
How is the region working to strengthen its presence in this international market?
“Truffles are undoubtedly ambassadors of our excellence. Back in 2000, when I was president of the Alba Truffle Fair, we came to New York for an event called ‘White Truffle and More.’ We brought truffle dogs and hid truffles in Central Park to demonstrate how they’re found. It was an extraordinary initiative. The then-mayor of New York told me he knew Alba because it was that part of Italy between Venice and Monte Carlo! That’s when I learned something important: our regions must work together. Where one ends, another begins, and that’s secondary; what matters is Italy. That’s what people love.
We are also known for having many small producers. At first, only big brands could export to the U.S., but now it’s time for small producers to shine.”
How does the Piedmont region support small businesses?
“We can learn from our winemakers. Barolo, today called the ‘King of Wines,’ became the wine of wines because someone, decades ago, started selling it in America when only French wines were known here.
Following the trail blazed by great wines, we’ve introduced a new gastronomy featuring rice, cheeses, cured meats, and, of course, truffles, which are like a master key for us. Truffles open doors; everyone wants to know what a truffle is, and from there, they discover many other products.
Then there’s the confectionery sector: we’re here with major companies making Gianduiotto. Many don’t know it, but Nutella is made in Piedmont because Ferrero is a Piedmontese company, just like Venchi and many other smaller, artisanal producers whose products are found in boutiques worldwide, including America.”
Is there a strategy to attract tourists increasingly drawn to Italy for its food and wine tourism?
“Quality. Quality is the only weapon we have to secure our place in the market and show that behind every bottle of olive oil, wine, or cheese, there’s someone who crafted it.”
What collaborations are currently underway?
“We are here in the beautiful pavilion of the Italian Trade Agency, working with the Specialty Food Association to promote Made in Piedmont. We collaborate with all Italian institutional partners. With the Amerigo Vespucci, we’re touring the globe: we’ve been to Tokyo, Singapore, Bangkok, Doha, and soon Jeddah, where we’ll be the guest region.
We participate in the most important industry fairs, like this one, and work with anyone synonymous with quality. Certifications like DOP, DOCG, and IGP ensure a product is tied to its territory. Many try to imitate Italy, but Parmigiano Reggiano is what it is because it’s made there, in Italy. This applies to all our products, always linked to their regions.”
Italians who came here a century ago faced many challenges. Today, being Italian is the coolest thing ever. What’s your reaction when Americans hear you’re the President of Piedmont and about all things Made in Piedmont or Made in Italy?
“Well, the reaction is a smile. And within that smile lies their perception of our country. Beyond the stereotypes assigned to us in the past, we are well-loved because we are good people, people with kind hearts, who understand that the quality of a product depends on the quality of the environment it was created in and the respect for the people who made it.
But if today Italy enjoys such a positive image globally, it’s because Italians themselves are remarkable.”
A heartfelt thank you to the Italian Trade Agency, the Specialty Food Association, and Universal Marketing for hosting us at this prestigious event.
