We are at the Italian Pavilion at the Fancy Food Show 2025 in Las Vegas, where we have the honor of meeting Chef Fabrizio Facchini, a prominent figure in the culinary scene of both New York and this event. In this interview, Facchini shares his six-year experience at Fancy Food, describing the evolution of the Italian Pavilion and the growing impact of Made in Italy products on the American market. We also explore Americans’ reactions to our products and how their palate is becoming more refined thanks to greater exposure to authentic Italian flavors.
How many years have you been attending the Fancy Food Show?
“I think it’s been about six years now, since 2018.”
Six years at Fancy Food—during this time, you’ve witnessed the growth of the Italian Pavilion, which is becoming increasingly significant. How have you seen it change over the years?
“I’ve closely followed the evolution of the pavilion since 2018 in terms of the companies, the work of Universal Marketing—which is doing an excellent job with the exhibitors—and, of course, our government and the Italian Trade Agency, which is pushing hard to boost exports. We’ve had support from private companies, more exhibitors, and the government. Let’s say the Italian Pavilion has always been a strong partner of Fancy Food. This year, once again, we’re the official partner—this is the fourth time it’s happened. There’s tremendous collaboration between the Specialty Food Association, Universal Marketing, and the Italian Trade Agency, who are behind this magnificent Italian Pavilion.”
What are Americans’ reactions when they encounter products from our homeland?
“Made in Italy is something that makes everyone dream, not just Americans, but the entire world. When an American sees an Italian product, they immediately fall in love. We have excellence from north to south, including the islands, that everyone envies. It’s true that Americans have a special connection with Italy: history, culture, food, tourism, the sea, music—it all fascinates them.”
What, then, do Americans look for in Italian food? How is their palate evolving?
“It’s changing. For some years now, there have been far more Italian products available compared to 20–30 years ago. Social media has also contributed significantly: today, Americans know about San Marzano tomatoes, Gragnano pasta, and they know what real Parmigiano Reggiano is.”
Italian sounding, like parmesan, is an issue often discussed. How can we combat Italian sounding?
“It’s challenging, but the key is education. This pavilion helps a lot, but there’s still much work to be done. We need to help people understand what the real authentic products are—our DOP and IGP products. Once an American tries an authentic quality product, they can immediately tell the difference from a domestic one.”
There are several show cooking activities during the fair. What’s on the schedule?
“This year in Las Vegas, various Italian regions have brought chefs, from Sicily to Piedmont. We also have a collaboration with Giallo Zafferano, showcasing different recipes. Additionally, in the ICE area, there are chefs cooking, and an Italian guy from Canada making fresh pasta while singing Italian songs. It’s truly delightful.”
So, here’s the question: could Chef Facchini be the one singing while cooking? How do you sing?
“I sing poorly; my wife sings much better!”
A heartfelt thanks to the Italian Trade Agency, the Specialty Food Association, and Universal Marketing for hosting us at this prestigious event.
