Country Partner of the event, the Italian Pavilion stands out within this Winter Edition of the Fancy Food Show 2025 in Las Vegas, representing Made in Italy with a rich variety of agrifood excellence. Among institutions, historic companies and emerging brands, the audience was able to discover the secrets of a gastronomic culture that is increasingly aiming to conquer the world. TheNewyorker met Giuseppe Berretta, representative of Frantoio Berretta, a leading Sicilian company in the production of extra virgin olive oil. During the interview, Berretta shared his passion for his work, the importance of quality and the impact of Made in Italy on foreign markets, revealing the details of an oil capable of telling a story of tradition, health and innovation.
We are in the heart of the Italy Pavilion, country partner of the Fancy Food Show 2025. How is this experience in Las Vegas going?
I must say, very well! You have already introduced me, I am Giuseppe Berretta and I represent our family business, Frantoio Berretta. It is a pleasure to be here. This is our first experience on an international stage like the U.S., and we are experiencing it very positively-a wonderful discovery.
You produce and export oil and olives. What is the uniqueness of Italian oil, and Sicilian oil in particular?
In recent years the Sicily brand has grown a lot, as has Italian oil in general. Our Sicilian oil stands out for some unique characteristics, such as intense fruitiness, high presence of polyphenols and rich aromas. On the palate, it can be recognized by its bitterness and spiciness, elements that tell the story of our land.
Olive oil is considered a symbol of Italian cuisine, which is a candidate for UNESCO intangible heritage status. How important is this ingredient for health?
Oil is now recognized worldwide as synonymous with wellness. Polyphenols, for example, are antioxidants that help the body by improving the health of the arteries and veins. We focus a lot on this aspect, communicating the benefits of eating well and consuming quality oil.
You also organize tasting courses. How do they take place?
Yes, in our building, awarded as one of the most beautiful in Italy, we organize courses called “panel tests.” Participants, often foreigners, start with an hour of training to learn how to distinguish a quality oil. This takes place in our restaurant Wurmè, where we offer tastings paired with Sicilian excellence.
How do course participants respond?
Many people, especially Americans, write to us after staying with us, telling us that their approach to buying oil has changed. They now look for oils with high polyphenols, a proper balance between bitterness and spiciness, and no defects such as bad odors.
What is the first characteristic to evaluate in an oil? The color?
No, the smell. Color may be attractive, but quality can be recognized by smell and taste, which should be faultless.
You are already present in many foreign markets. What are the main ones?
We have a strong presence in Switzerland, Germany, Norway, and 90 percent of our organic production goes abroad. Our strength is that 90 percent of the oil we bottle comes from our own land, about 500 hectares, which we are continuing to expand.
From field to bottle, do you take care of every stage of production?
Absolutely. We grow the olives on our land and mill them at the right time, ensuring that each stage of processing meets our quality standards.
Many thanks to the Italian Trade Agency, the Specialty Food Association and Universal Marketing for hosting us at this prestigious event.
The article Fancy Food Show 2025: Francesco Beretta and Italian EVO oil, candidate for UNESCO heritage site comes from TheNewyorkese.
