From our station within the Italian Pavilion at the Fancy Food Show 2025 in Las Vegas, we had the opportunity to meet Giosafat Riganò, the Director of the Italian Trade Agency (ITA) in Los Angeles. In this interview, Riganò discussed the strategic initiatives the agency is undertaking to promote Italian food and Made in Italy in the American market. He highlighted the importance of digitalization and e-commerce in supporting Italian small and medium-sized enterprises (SMEs). We also learned how the Italian Trade Agency collaborates with the Specialty Food Association and Universal Marketing, making this event a unique opportunity to connect with brands, institutions, and industry professionals.
What does it mean for Italy to be here as the Country Partner?
“We are in the beautiful Italian Pavilion, managed by ITA, which this year is the Country Partner of the show. This milestone is the result of years of effort, and we are very proud. Our collaboration with the Specialty Food Association and Universal Marketing is solid and renewed, as this marks the fourth time we are the Country Partner.”
What are the next steps for Italy as the Country Partner in 2025?
“We will remain the Country Partner throughout 2025, not only here at the Winter Fancy Food Show in Las Vegas but also at the Summer Edition at the Javits Center in New York at the end of June and the beginning of July. Moreover, let’s not forget the initiatives in Los Angeles and the tech sector, which are also under the jurisdiction of the Italian Trade Agency.”
How does the Italian Trade Agency leverage digital technologies and e-commerce to support Italian businesses in the U.S.?
“That’s a strategic question. Recently, from January 7 to 10, we participated in CES (Consumer Electronics Show) here in Las Vegas, bringing 60 companies, mostly Italian startups, to support their development and scale-up in a complex market like the U.S.”
How do Americans perceive Italian businesses, especially smaller ones?
“Let me give you an example: on January 15, I was in San Francisco for the JP Morgan Health Care Conference. During the event, we hosted ‘Italy on the Move’ at Innovit, the Italian innovation hub in San Francisco, with over 200 attendees, including many American investors. It was a success, showing that there is significant interest in our businesses, both large and small.”
What initiatives is ITA undertaking to support the Italian agri-food sector?
“The U.S. market is strategic for us. We are the third-largest supplier to the U.S. after Mexico and Canada, and we lead in products like pasta, cheese, balsamic vinegar, and mineral waters. We bring American operators to Italy to experience our regions and products firsthand, facilitating the entry of new Italian suppliers into the American market.”
Are there opportunities for small and micro Italian brands as well?
“Absolutely. The market offers space not only for large and medium enterprises but also for smaller entities, which ITA supports in their internationalization journey.”
What is your view on the collaboration between ITA and the Specialty Food Association?
“It is a strategic collaboration. Our role as Country Partner reflects our longstanding relationship with the Specialty Food Association. We work in harmony, which translates into significant results for the Italian system. I hope this partnership continues for a long time and brings further benefits to our production network.”
Will we see you again at the Summer Edition in New York?
“Absolutely! At the end of June and the beginning of July, we’ll meet at the Javits Center in New York.”
A heartfelt thanks to the Italian Trade Agency, the Specialty Food Association, and Universal Marketing for hosting us at this prestigious event.
