For decades, the Italian Pavilion at Fancy Food Shows has represented a symbol of excellence and a pillar in the promotion of Made in Italy products within the global food and beverage industry. Organized and managed by Universal Marketing, an exclusive representative for Italy of the Specialty Food Association, the Pavilion offers a unique platform for Italian producers to connect with international markets, showing the best of Italian culinary heritage, craftsmanship and innovation.

Fancy Food Shows — which include both the Winter FancyFaire* and the New York Summer Fancy Food Show — are widely recognized among the most influential trade fairs in the global specialty food industry. Thanks to its historic partnership with the Specialty Food Association, Universal Marketing has created an environment that enhances quality, creativity and storytelling that distinguish Italian products worldwide.

Donato Cinelli, President of Universal Marketing, underlines the strategic importance of the Italian Food and beverage industry:

«The Italian Pavilion at the Fancy Food Shows is much more than an exhibition space: it is a showcase of the dedication, passion and excellence of Italian companies. Our mission is to help Italian producers reach new markets by enhancing their unique strengths and ensuring that the quality of their products is recognized and appreciated worldwide. The United States, in particular, remains a key market in which Made in Italy continues to be synonymous with authenticity, taste and tradition”.

The collaboration between the Specialty Food Association, the Italian Trade Agency (ITA) and Universal Marketing in the development of the Italian Pavilion represents a successful example of public-private partnerships dedicated to the promotion of Italian products in the United States.

Throughout its history, the Italian Pavilion has distinguished itself for its ability to combine tradition and innovation, telling the history of Italian regions through food and capturing consumers with an unparalleled authenticity. Over the years, Universal Marketing, together with the Italian Trade Agency, has supported hundreds of Italian companies, many of which have strategic partnerships and significantly expanded its presence on the US market thanks to the participation in the Fancy Food Shows.

The impact of the Pavilion goes well beyond the exhibition area. Tastings, live culinary demonstrations, educational programs and business-to-business meetings create valuable opportunities for direct comparison between producers, buyers, distributors and industry professionals. While demand for authentic Italian products continues to grow in the United States, the Fancy Food Shows remain a key engine to strengthen and expand the presence of Italy in the North American market.

Cinelli further highlights the role of Universal Marketing in this continuous effort:

“Our work is based on a deep understanding of the American market and its dynamics. We support Italian companies not only during trade fairs, but also through a continuous guide designed to help them build meaningful relationships with international partners. It is a commitment that makes us proud and reflects the extraordinary potential of Made in Italy”.

Looking at the future, Universal Marketing is well placed to seize new opportunities and respond to changing needs of the global market. Sustainability, digital transformation and product traceability are expected to play an increasingly important role in the future editions of Fancy Food Shows, further strengthening the image of Made in Italy as a reference point for quality, innovation and environmental responsibility. The Italian Pavilion will continue to act as a meeting point where tradition and modernity merge, celebrating the uniqueness of Italian gastronomic culture and at the same time strengthening the lasting link between Italy and the United States.

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For over sixty years, the name Rega has been linked to one of the most recognizable symbols of Italian gastronomic tradition: tomato. Born in the heart of Campania, the company has transformed a family history into a brand known far beyond the Italian borders. In this interview, managing director Luigi Rega traces the path that led the company to become an international brand, the challenges of the export of Italian food, the relationship with the American consumer and the importance of growing without losing the link with its roots.

How important is it to be born and grow in a land where tomato is not simply a product, but almost a culture?

That means everything. For me tomato was never just an agricultural product or an ingredient. It is something I grew up with, something that was part of the daily life of my family, our summers, the work in the fields, the establishment and the stories of my grandfather and my father.

Born in a land as ours means to understand very soon that tomato is culture, identity and memory. In Campania, and in particular in the area where the San Marzano DOP tomato is born, the tomato tells the history of the territory, the hands that cultivate it, the sacrifices of the families and the way in which South Italy has been able to transform simplicity into excellence.

I grew up in this story. For me, Rega has never been just a brand: it is my last name, my family, my responsibility. Today, when I bring a Rega product to the United States, I am not simply bringing a can of tomatoes. I’m bringing a part of our land, our culture and our way of understanding food.

How much has the territory and traditions of Campania formed the identity of the Rega brand?

They formed it completely. Rega was born in Striano, in the province of Naples, in an area deeply linked to the cultivation of tomato and the tradition of conservation. The territory was not only our starting point: it is still the foundation of our identity.

San Marzano DOP tomato could not exist without that land. The volcanic soil, the presence of Vesuvius, the microclimate and the agricultural knowledge handed down from generation to generation make this tomato unique. We have grown up with the belief that quality does not become factory. Quality begins first, in the ground.

The traditions of Campania have taught us something very important: respect the product. You don’t have to turn it too much and you never have to remove its true nature. It is necessary to preserve its taste, sweetness and natural character. This has always been the philosophy of my family, and it is still today what makes Rega recognizable.

At one point you realized that what was a family and local tradition could also speak to the rest of the world. When did this pass happen?

I think that passage took place gradually. At first Rega was a deeply local and familiar history, very linked to our land. My grandfather began in 1965 with a simple but strong vision: to give value to what the earth was giving to our family.

Then my father had the courage to look beyond our borders. In the 1990s he began to bring our products to the United States, at a time when talking about authentic Made in Italy was not as common as today. As a boy I used to travel with him in America. I remember the meetings, the restaurants, the first clients and the first chefs who began to really understand the value of San Marzano tomato.

That’s where I realized that our tradition could also speak to people away from us. Because when a product is authentic and brings with it a true story, it can reach anyone.

Americans weren’t just looking for a good tomato. They sought a link with Italy, with Naples, with a culture of family food, table and quality.

What decision has Rega transformed from a company rooted in the branded territory recognized in international markets?

One of the most important decisions was to build a stable presence in the United States through Rega USA. I founded Rega USA in 2010 because I felt that the American market could not only be served with occasional exports. We needed to root there.

At first it was a huge challenge. I was almost alone, with so much determination and responsibility to continue the work my father had begun. But I knew that, to really grow the brand, we had to be present, listen to the market and meet chefs, pizza makers, distributors, families and restaurateurs.

That decision changed everything. Rega has become not only a product imported from Italy, but a brand present, recognizable and close to the American consumer. Today many people in the United States know Rega, know the history of the family, recognize the value of our San Marzano DOP tomato and see our brand as an authentic expression of Italian identity.

Today your products arrive on the tables of thousands of families in the United States. What makes you think that a tomato grown in Campania is used in kitchens in New York, Los Angeles or Chicago?

It is one of the greatest emotions of my work. To think that a tomato born in our land, cultivated in Campania and worked according to the tradition of my family, can arrive in a kitchen of New York, Los Angeles, Chicago or any other American city is something really special for me.

It makes me think how much food can connect worlds far away. An American family that opens a can of Rega tomatoes to prepare a pasta, a pizza or a simple sauce comes into contact, even without knowing it, with a long history almost sixty years. Take a piece of South Italy to your table.

This gives me pride, but also a great sense of responsibility. Because when a product bears the name of your family, every can must be up to the history it represents. We can’t afford to be discontinuous. We must protect the relationship of trust that we have built with the American consumer.

Entering American homes is different from serving the catering industry. How has your way of telling the product changed?

It’s changed a lot. In the catering sector, it is often aimed at professionals: chefs, pizza makers, buyers and distributors. They are people who know the product. They look at the yield, consistency, taste, regularity and the way the product behaves in the kitchen. With them dialogue is technical, direct and very concrete.

Entering the houses means talking to the heart of people. Consumers want to understand what they are buying, where the product comes from, who is behind it and why they should choose it. This is why the story has become even more important.

We want to explain that Rega is not just another brand on the shelf. It is a family, a tradition, a story born near Naples and brought to America without losing its identity. We want people to understand that behind that tomato there is a supply chain, a land, a generation that has worked before us and a new generation that continues today to protect the same values.

What does an American consumer look for today when choosing an Italian product? Tradition, quality or more?

I think you’re looking for all these things together. Today the American consumer is much more attentive than the past. It is no longer enough to see an Italian flag on a label.

People want to know if that product is really Italian, where it comes from, who produces it and what history it represents.

Quality remains essential, of course. But today quality alone is not enough. They need authenticity. It needs consistency. We need a real story. I think Rega strongly placed herself in the American market because we didn’t build an artificial image. We just told who we really are.

Americans love Italy, but above all they love authentic Italy: family, simple cuisine, regional traditions and carefully made products. In our case, they find in Rega an authentic Neapolitan spirit, a connection with South Italy, with San Marzano DOP tomato and with an idea of food that is not only consumption, but culture.

How difficult is it to export a product without changing its nature? Where is the balance between adapting to an international market and remaining faithful to its origins?

It’s one of the most difficult challenges. Every market has its own rules, habits and rhythms.

The United States is a huge, competitive and very fast market. We need efficiency, availability, logistics, service and communication. Having a good product is not enough.

The risk, however, is to change too much to try to please everyone. We have always tried to do the opposite: listen to the American market, but without ever losing our identity. We can adapt the way we communicate the product, improve the packaging and build a more modern distribution system, but the heart of the product must remain the same.

San Marzano DOP, for example, cannot be reinterpreted. Either respect it, or betray it. Its strength lies in its origin, its rules and its uniqueness. Our balance is this: to be modern in the way we bring the product into the world, but deeply faithful in the way we produce it and tell the story.

What are the most complex challenges for an Italian agri-food company that wants to grow abroad without losing its identity?

The first challenge is to maintain a constant quality. When you grow up, when you increase volumes and when you enter very large markets like the US, you must be sure that each product respects the same standards. For us this is possible because we have a strong control over the supply chain, from the field to the transformation.

The second challenge is to correctly communicate authenticity. Today the market is full of products that use the Italian identity as an image, but that do not always have a true connection with Italy. For a company like ours, which is really born from an Italian family and a specific territory, it is important to explain the difference.

The third challenge is to grow without becoming impersonal. Today Rega is present in America, is distributed, recognized and loved by many professionals and consumers. But it must always be a family story for me. Growth should not erase the human face of the company. On the contrary, it must make it even stronger.

Was there a decision that at the time seemed risky but which today considers decisive for the growth of the company?

Yes, surely the foundation of Rega USA. At the time it was a risky decision because it meant investing in a far, complex and very competitive market. We didn’t have the structure we have today. There was a strong vision, but also many uncertainties.

For me, however, it was a necessary decision. I felt that if we really wanted to bring Rega to America, it was not enough to ship products from Italy. We had to be there. We had to build relationships, trust and presence. We had to show the Americans that behind that brand there were a real family, a real story and a quality promise.

Today I can say that decision was decisive. Rega USA has allowed the brand to grow, to become known, to enter both the world of catering and consumer homes. It has transformed a family tradition of South Italy into an international history, without removing it from its roots.

Looking at the next few years, what is the next big goal for Rega? Is there a goal that you have not yet reached but that would like to see realized?

Our great goal is to keep Rega growing in the world while keeping his soul intact.

We want more and more people in the United States and more, understand the true value of San Marzano DOP tomato and the reason why this product is so special.

I would like Rega to become more and more a reference point for those seeking an authentic Italian identity. Not only a brand of tomatoes, but a symbol of quality, family, tradition and respect for the earth. A brand able to tell South Italy in the right way: not as a romantic image, but as a culture of work, raw material and true cuisine.

At the same time we want to continue to innovate. We are working on new lines, stronger communication, organic products and a more modern way to share our history. But for me the most important goal remains one: to make sure that the future generations of the Rega family can look at what we are building today and recognize the same values with which everything began in 1965.

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Founded in 1948 and for a long time synonymous with high quality Neapolitan coffee, Caffè Passalacqua is experiencing one of the most important stages of its history. Based in Casavatore, at the gates of Naples, the company has crossed over in the last decade a transformation that has brought it from deeply rooted reality in Campania to an international brand present in dozens of foreign markets. Francesco Lo Vasto, Chief Financial Officer & Strategy Director of the company, in an interview with New Yorker.

When Lo Vasto joined the company in 2016, Passalacqua was already an iconic name in the coffee industry. The brand’s reputation, however, still did not match its economic dimension.

“It was a company that billed less than €7 million. This year we will exceed 21 million euros of turnover, so we tripled the size of the company”.

The growth of the last ten years has been supported by important investments in technology, production capacity and industrial organization.

“We have replaced all our production lines with more modern and faster machinery, expanded industrial plants and improved our overall operational capacity, but continuing to stay in Casavatore”.

At the heart of this development there was the belief that a brand like Passalacqua could not remain limited to its local market.

“A brand so strong and such a good coffee could not remain confined to Campania”.

From this conviction, investment in new distribution channels was born, in large distribution, in e-commerce and especially in the Horeca sector, which still remains the heart of the company’s business.

Within a few years, international markets have become the main growth engine of society.

“When I arrived in 2016, export was less than 15 percent of turnover. This year we will probably exceed 50 percent”.

The company first expanded to Europe, then making the most important jump overseas. Participation in the Fancy Food Show in New York in 2024 marked a turning point.

“We were literally overwhelmed by industry operators and visitors. At that time we discovered something extraordinary: the legacy of Passalacqua in the United States was enormous”.

The response of the Italian-American community has convinced the company to accelerate investments in the US market. From that awareness was born, in April 2025, Passalacqua USA Corporation, along with a dedicated logistics and commercial structure.

The company opened a warehouse in New Jersey, developed products specifically designed for the American market and built a network of local partners in Florida and in the area between New York and New Jersey.

The American expansion of the company was built around three main elements: “the Passalacqua brand, the city of Naples and all that Neapolitan culture represents in the world”.

The phrase chosen for the American packaging of the company perfectly summarizes this identity:

“The Original Neapolitan Blend Since 1948”.

From this year’s Fancy Food Show, Passalacqua expects “especially networking. The fairs serve first of all to build relationships that, over time, strengthen the brand and create opportunities.

But there is also another very important aspect: to be present for customers who have already chosen us. Today we have many customers across New York, New Jersey and Florida. For them, seeing the company present, meeting people coming from Italy and speaking directly with us has a huge value”.

The Vast summarizes this concept with a precise word: “intimacy”.

«In the world of coffee, everyone says they have the best product. What really makes the difference is the human relationship. The intimacy with the customer is not built through advertising or with a social post. It is built with the presence, with the shared time and with the experiences lived together”.

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Spritz is one of those simple drinks until they have to be prepared quickly, several times and for many people together. The recipe is known, but in bars, events and catering services the difference between a glass and the other can still depend on the time available, the pressure of the service and the hand of those behind the counter.

Sprizzer was born of this small problem: how to serve the same Spritz many times, with the same balance, without transforming a crowded service into a bottleneck. Created in Treviso, Veneto, the car started from an idea designed for the professional world, but soon found another audience: that of those who wanted to bring the Italian aperitif rite into private parties and moments of conviviality.

In this interview, Matteo Calandariello, co-founder of Sprizzer, tells how the product moved between these two worlds – hospitality and domestic use – and why constancy, speed and control can count also for a cocktail that, on paper, seems easy to prepare.

Was Sprizzer initially thought of as a product for the house, maybe for the holidays, or did you have professional use in mind from the beginning?

Everything started in Treviso, Veneto, the land of Prosecco and Aperol Spritz. A group of friends realized that even the bartender himself, during an intense service, often prepared Spritz sensibly different from each other. From that observation the idea of creating a machine capable of replicating each time the perfect Spritz was born.

Originally, Sprizzer was designed for professional use. The initial idea was to help operators serve a perfectly constant Spritz while reducing pressure on the beverage team. But when people saw the prototype, something unexpected happened. Families and groups of friends immediately started to want one at home, for barbecue, parties in the pool and meetings, so you can spend time with the guests instead of staying all night behind a counter to prepare drinks.

The viral success of the domestic version also prompted professional adoption. Today Sprizzer is successfully used in both markets and has become very popular both among hospitality operators and among private customers.

What concrete problem does Sprizzer solve for a professional operator?

For a professional bartender, the Aperol Spritz is not a particularly complex cocktail. The difficulty is that it is often the most requested drink and can have to be prepared hundreds of times during a single service. This takes time and attention to cocktails that require pestered ingredients, shakerage, more complex aromatic profiles or a more manual preparation.

With Sprizzer, any team member can prepare perfect Spritz constantly, while more experienced bartenders can focus on more complex drinks and customer interaction. The advantage becomes even more evident during events, catering services, banquets, fairs and corporate appointments, where many guests arrive at the bar at the same time. Sprizzer helps to serve many people quickly, seamlessly and without long waiting files.

Have you measured how much time you save compared to manual preparation of more Spritz?

More than measuring time, we focused on controlling ingredients. According to the calculations developed by the Accademia del Bar, even small inaccuracies in the pouring can generate up to $54,000 of annual additional costs for the ingredients in a high volume room. Constancy counts.

As for time saving, our customers in the event and catering sector tell us something even more important: guests no longer stay in line to wait for a drink. You can enjoy the event with a Spritz already in hand.

And then there is the wow effect. Sprizzer naturally attracts attention, generates conversations, photos and social media content, often creating valuable organic visibility for the local.

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Three days of taste, meetings and business, and finally the budget smiles at Italy. At the Javits Center in New York, the 70th edition of the Summer Fancy Food Show, the largest food fair in North America, with 2,400 exhibitors from fifty countries and the tricolor once again among the protagonists, strong of a culinary tradition recently recognized intangible heritage of humanity by UNESCO.

To hold high the flag was above all the Italian Pavilion, the largest international space of the event, edited by Universal Marketing. And the budget of this edition is fully positive. “We had a great time, we had a great time,” said Chiara Cinelli, recalling the great party of the Italian Pavilion, which brought together over eight hundred people. “We thank all the companies that each year participate with us in this event, and one in good luck for the future”.

The appointment is already renewed. “I’ll see you next year, the next dates are 25 and 27 July 2027,” said Vanessa Cinelli.

The UNESCO recognition of Italian cuisine, moreover, was the thread that crossed the whole fair. Agriculture Minister Francesco Lollobrigida, present at the Javits Center, wanted to translate it into concreteness. “The Italian cuisine has been recognized as the intangible heritage of humanity, but we want the result to be also very material, that is to say that it brings economy and work”, he said. “For this reason we accompany our entrepreneurs, who guarantee quality and respect of the rules around the world, to sell more. And the United States is an extraordinaryly important market.”.

The United States is in fact the second market for Italian agri-food exports, and hundreds of companies, from bakery products to drinks, continue to stand out here despite the duties of fifteen percent imposed by the American administration and uncertainty about the future of commercial policies. A difficult context, to which is added the node of false Italian products, Italian sounding, that subtracts to the companies of Made in Italy an estimated turnover in tens of billion euros a year.

Faced with these difficulties, the recipe of the government is clear. “As a Country System we are increasing the promotional and development boost, accompanying entrepreneurs”, said Lollobrigida. “If there are more critical issues, we need more resources. The question of Italian agri-food is slowed down, but it has not stopped”. And on why that question resists, the simplest explanation came from the former Christian Vieri champion, host of the fair: “We are unbeatable.”.

On the same line the president of the ICE, Matteo Zoppas, who in the days of the fair synthesized the sense of the Italian presence in New York. “We are here to help you do more business, so that Made in Italy can grow year after year”, he told exhibitors, remembering how agribusiness is one of Italy’s ambassadors in the world.

Beyond numbers and strategies, in the Italian Pavilion air was breathed at home. There was conviviality, love for one’s own land and traditions, and the desire to share food as something precious, a gesture of affection for another. Because events like this, in the end, are an hymn to life, to the beauty of being together and sharing.

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Chef and restaurateur from Marche, for years in the United States, Fabrizio Facchini is one of the leading figures of Italian cuisine in New York. Among its premises, its catering companies and work with the Italian institutions, at the Summer Fancy Food Show is the role of Culinary Director of the culinary part of the fair. We met him among the stands of the Italian Pavilion.

Looking at this fair full of Italian excellence, what is the thing that makes you prouder?

See the impact Italy, Italian producers and our government have on the foreign market. I am very lucky to be Italian, because already when you go abroad and say that you are Italian you did a good part of the job. Our products are of excellence, and we see: people are interested in Italian products, our culture, our landscapes, Italy in general. This has a huge impact. This fair in particular has a Italy Pavilion of over three hundred exhibitors, and there are also Italian realities outside the pavilion. That’s the big thing.

If I had to describe with one sentence the mission of your work, what would it be?

I work first of all as an ambassador of Italian cuisine abroad, with several restaurants and catering companies, and I collaborate with the Italian government, both in America and elsewhere. I care very much to follow the events with the minister Lollobrigida, with the ministra Locatelli, with the Consulate, with Matteo Zoppas and the Italian Trade Agency of New York, also thanks to the collaboration with Universal Marketing. Here at the fair are the Culinary Director of the culinary part: we help those coming from Italy with technical and logistic support.

If I could leave a message to young people who dream of bringing Made in Italy into the world, what would it be?

Ninety percent of the work already do this by our producers, and not just about food: all our sectors are excellence, from fashion to design to food. They must do so, because we must bring up the Italian flag and make known our excellence abroad. They must commit themselves and believe us.

What difficulties could they encounter?

There are so many difficulties. Even just coming to America is not easy, either invest or do the visa, you still have to find the right way. But the streets are always found. We are Italian, the streets are always found.

What is the most striking thing about this Fancy Food edition?

I see a great commitment from our companies and our consortia. It has been spoken for two or three years of duties, but export always keeps and grows. More than an innovation, I think it is our strength to be united, to have a government that supports these fairs and these events. It is something that grows and consolidates our heritage and our sales.

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In the heart of New York, at the Armani Restaurant on Madison Avenue, the Italian tomato had its evening. This is where ANICAV, the National Association of Vegetal Food Reserves, presented the new Greatest Tomatoes from Europe campaign, co-funded by the European Union under the Enjoy It’s from Europe program and dedicated to the US market.

To do the honors of the house was Giovanni De Angelis, general manager of ANICAV, who chose to speak in Italian for a precise reason. “The tomato, in the United States and around the world, speaks Italian,” he said. ANICAV, he explained, gathers over one hundred companies and is the largest tomato association in the world by number of companies. Italy is the second world transformer after the United States and before China, with an important share of world transformation and more than half of the European one. A sector that generates more than five and a half billion euros of turnover, of which more than half from export.

“The tomato is simply one of the true symbols of Italian food, Made in Italy in the world,” said De Angelis. The United States, he added, is a market that ANICAV knows well and in which he believes deeply: in 2025 the European export of tomato preserves to the USA has exceeded the two hundred million dollars, which become four hundred considering also ready sauces, for about one hundred and sixty thousand tons of product.

De Angelis has not concealed the difficulties of recent times, with a decline in export linked also to the impact of new duties, an extra reason, has observed, in order to continue investing in the promotion and the story of quality. A quality that, he explained, begins in the fields, with farmers who cultivate the raw material with respect for the land, and continues in the hands of those who transform it, preserving in every season and in every corner of the world the same taste of a freshly harvested tomato. “It is also a story of sustainability, of traceability from the field to the table”, he added.

In the next three years the campaign will bring Greatest Tomatoes from Europe to three of the most influential American cities, starting from New York, then continuing to Chicago and Los Angeles, with press events, fairs, education tours, tastings and a strong presence on social media. Manuela Barzan, coordinator of the project, illustrated the future stages.

Among the institutional guests, the evening saw the presence of the Consul General Aggiunta d’Italia in New York, Laura Pirino, who brought the support of the institutions to a project of promotion of the best of Italian production. “Italian cuisine is not only food and ingredients, it is the excellence of a local production that has much to do with a healthy lifestyle and culture,” he said. De Angelis also thanked the Foreign Minister, Nicola Caputo.

The evening closed with a dinner entirely designed around the tomato, at the Armani Restaurant. From aperitif to dessert, the ingredient has returned in every flow, from risotto to tomato with fresh scamorza to glazed branzino, to a meringue with tomato powder. A way to demonstrate, at the table, how Italian tomato, from a simple ingredient, can become the protagonist of an entire story made of territory, work and quality. The same thing that, from New York, aims to conquer even more American tables.

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After the first day of the Summer Fancy Food Show 2026, one of the most exclusive events of the New York week dedicated to Italian agri-food was held within the Summit Events, in the spectacular spaces of One Vanderbilt, the skyscraper symbol of the new Manhattan. An evening signed by Parmigiano Reggiano that has transformed a simple food product into an authentic account of identity, culture and international strategy.

The event developed on two distinct moments. The first, dedicated to the conference, brought together institutions, managers and protagonists of the world of marketing and sport to analyze the path that the Consortium is building in the United States. The second accompanied the guests on the 71st floor of the skyscraper, where a breathtaking view of Manhattan has been the setting for a tasting designed to make the excellence of Parmigiano Reggiano known closely.

Speakers included Bill Heilmann, Head of Media of StrawberryFrog, Jeff Fernandez of the New York Jets, Claudio Zanardo of Pirelli North America and Carmine Forbuso, Head of Marketing of the Consorzio del Parmigiano Reggiano. Through experiences gained in sectors apparently far from the agri-food world – from the NFL to Formula 1 – the message was clear: today Parmigiano Reggiano does not want to be perceived only as a cheese, but as one of the most authoritative brands of Made in Italy in the world.

Great attention has also been paid to the difference between the real Parmigiano Reggiano PDO and the most generic “Parmesan”, often present on American shelves. Not a simple distinction of name, but of origin, territory, productive method, quality and tradition. A work of consumer education that represents one of the main objectives of the Consortium, committed to making Americans understand the authentic value of a product that is born exclusively in a precise Italian territory and follows a rigorous disciplinary.

The Italian Ambassador in the United States Marco Peronaci, the President of the Consorzio Nicola Bertinelli and the Minister of Agriculture, Food Sovereignty and Forests Francesco Lollobrigida, who stressed the strategic importance of the American market for Italian excellence and the need to continue supporting and enhancing the certified products of our country.

The goal is ambitious: further consolidate the presence of Parmigiano Reggiano in the United States through a work that combines marketing, communication, sports partnerships and presence on the territory, making the product increasingly recognizable and easily identifiable by American consumers. A path that focuses not only on commercial growth, but above all on the diffusion of the culture of true Made in Italy.

At the evening were representatives of the main Italian institutions in the United States, together with representatives of ICE, NIAF, Universal Marketing, Consulate General of Italy in New York and numerous operators of the food and hospitality sector, confirming how the Parmigiano Reggiano represents today a meeting point between economy, diplomacy and cultural promotion.

More than a product event, the evening showed how a symbol of Italian tradition can continue to innovate without losing its identity. Because Parmigiano Reggiano is not only one of the most famous cheeses in the world: it is one of the signatures with which Italy continues to tell its excellence, transforming every taste into an experience that speaks of territory, quality and culture.

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This year Italy at the World Cup is not there. And then, for his celebratory evening in New York, House of Made in Italy decided to side the Italian nationals who always win, those of food and wine. It is the spirit of the AFTERSHOW, the annual event that on Sunday 28 June brought together the world of Made in Italy at the Columbus Citizens Foundation, on the opening day of the Summer Fancy Food Show.

The event, project of I Love Italian Food together with the Columbus Citizens Foundation, has transformed the football metaphor into a feast of Italian gastronomy. On the one hand the National Italian Chef New York 2026, eleven samples of Italian cuisine in the United States between cooks, pizza chefs and pastries, including Fabrizio Facchini, Damiano Rosella, Roberto Caporuscio, Raffaele Solinas, Bilena Settepani, Luigi Speranza and Nicola Fedeli. On the other hand the Italian National Wines, eleven excellences of Italian enology, from Franciacorta to Chianti, passing through Vermentino and many others.

To complete the team, an exceptional guest, the chef Gennaro Esposito, two Michelin stars at the Torre del Saracino in Vico Equense, among the most beloved names of Italian cuisine, which has joined the National Chef in live preparations.

The idea of the National of Wines was also told with a video, in which every Italian wine was lined up as a player with its role in the field. The reliable goalkeeper, the defender who does not give a centimeter, the director in midfield, the number ten able to make the audience fall in love with the first taste. An ironic way to say a serious thing, namely that Italian wine, in the United States, has been playing for years in a difficult championship and continues to win, because it brings with it not only quality but also territory, culture and emotion.

The evening, in which New York City participated as a media partner, confirmed that, in a year when the Blues remain to watch the World Cup, the Made in Italy of the table continues to represent Italy in the world, and to do so as protagonist.

L’articolo Italian nationals who always win, those of food and wine proviene da IlNewyorkese.

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For over thirty years Universal Marketing has been organizing the participation of Italian companies at the Summer Fancy Food Show in New York. It is the exclusive agent for Italy of the Specialty Food Association, the association that organizes the fair, and curates the Italian Pavilion, always the largest international space of the event. Vanessa and Chiara Cinelli are at the wheel, we met them among the stands of the Italian Pavilion, in the 2026 edition of the fair.

Vanessa, what is the energy you breathe in this edition of Fancy Food?

Let’s start a little from the beginning. Universal Marketing has been organizing the participation of Italian companies in this event for over thirty years, and to tell the truth each edition has something special regarding the previous one, always an element of novelty more. Our companies are so projected on the American market that they offer us and the fair that a new and distinctive element accompanies them every year.

What do you think is why Fancy Food continues to be a reference point in the food industry?

Fancy Food is one of the most important events, not only for food, but also an element of recognisability on the American market. All companies that now participate every year always have the desire to return, and for us this is important. There is the desire and interest to be always present and increasingly numerous.

Chiara, behind a pavilion like that of Italy there is always a great job. What is the most important challenge in organizing it, especially this year?

Organizing an important event like this requires a lot of work, we put almost a year to set up a pavilion with about three hundred participants and many regions, from Calabria to Piedmont and many others. It is a great commitment to the whole office. We are here with all the staff of Universal Marketing, working in the various sectors necessary to organize this beautiful pavilion. We are very happy with the result, and we always hope to do better in the future, because for us it is a great recognition.

What is the greatest satisfaction when, after all the preparation, the doors open?

When we see that exhibitors are happy, that there is a lot of public and that institutions are here with us to support us on this path. We’re very happy about everything we can build.

L’articolo Vanessa e Chiara Cinelli e il Padiglione Italia al Fancy Food proviene da IlNewyorkese.

The post Vanessa and Chiara Cinelli and the Italian Pavilion at Fancy Food appeared first on Good Morning Italy.