A century of supporting Italian businesses, and a challenge that already looks to the future: strengthening the global presence of Made in Italy amid geopolitical tensions, tariffs and growing competition. At SIAL Paris, we met with Matteo Zoppas, president of the Italian Trade Agency.
How has the international presence of Italy’s agri-food sector evolved?
The numbers clearly show how far we have come: in 2025, agri-food exports reached approximately €72 billion. This is the result of sustained work on quality, research and innovation, which has helped turn our recipes and products into a globally recognized brand. We are not simply promoting physical products: we are promoting a form of soft power that strengthens perceptions of Italy and the identity of Made in Italy.
What impact does “Italian sounding” have?
The use of Italian-sounding names and branding on non-Italian products has two sides. On the one hand, it harms Italian producers and risks confusing consumers; on the other, it shows just how desirable and recognizable Italian food culture is around the world. The phenomenon is estimated to be worth between €120 billion and €140 billion. The challenge is to turn that enormous recognition into an informed choice in favor of authentic products.
What role do Italy’s institutions and business organizations play in helping small and medium-sized enterprises expand abroad?
Entrepreneurs deserve the credit first and foremost, but Italy’s institutions and business organizations must be able to work as a team. We help companies take part in major international trade fairs and targeted business missions. At the same time, we bring buyers, specialist journalists and key industry professionals to Italy.
What are the challenges for the coming years?
Tariffs, conflicts and international instability can slow trade. But Made in Italy has shown considerable resilience and an underlying capacity for growth. The government has set a target of €700 billion in exports. Reaching it will require everyone involved to keep moving in the same direction, with caution but also firm commitment.
