Italy is the Country Partner of the Summer Fancy Food Show, the most important food and beverage event in North America. A recognition that rewards three decades of work and vision. We spoke with Donato Cinelli, President of Universal Marketing, the architect behind the Italian Pavilion and tireless promoter of Made in Italy in the United States.
Italy will be the Country Partner at this year’s Fancy Food Show. What does this recognition mean for our country and for the work you’ve been doing for over thirty years with Universal Marketing?
Being the Country Partner in 2025 is an extraordinary recognition for Italy and a great responsibility for all of us.
Thirty years ago, we accepted the challenge of building the Italian Pavilion at the Fancy Food Shows, and since then, our country has consistently had the largest international pavilion at the event.
This year, for the first time in history, we also have the highest number of participating Italian companies—a milestone that speaks to the strength of Made in Italy and the confidence in the U.S. market.
The United States is not just looking for products, but for stories: quality, passion, and identity are the keys to our success.
You have helped build, brick by brick, Italy’s presence at major international trade fairs. In your opinion, what makes Made in Italy so competitive (and desirable) in the U.S. market?
Universal Marketing Srl is a leading company in Italy and worldwide, specializing for over 25 years in the organization and management of trade fairs, international events, press conferences, congresses, seminars, B2B meetings, inbound and press tours, as well as public relations. We maintain long-standing collaborations with all regional bodies, Chambers of Commerce, foreign trade centers, institutions, and all ICE offices worldwide. We are also the sole organizer of the Italian Pavilions at both the Winter and Summer Fancy Food Shows.
Our main goal has always been, and continues to be, elevating Italy’s image as a global leader in quality, authenticity, and culinary innovation.
We are committed to supporting Italian companies—both established and emerging—in their growth within the U.S. market.
Through the Italian Pavilion at the Fancy Food Shows, for instance, we aim to create opportunities, strengthen trade ties, and promote long-term professional partnerships.
This year, visitors will be immersed in a vibrant sensory and cultural journey, thanks to numerous show-cooking sessions and events.
Under the new concept “ITALIA the Art of Taste”, where art meets Italian food culture, the Pavilion invites guests to explore not only extraordinary flavors but also the artistic soul of our country.
More than just an exhibition, it’s a celebration of Italy’s timeless passion for excellence.
How has the perception of Made in Italy in the American market changed over the last two decades, and how has the approach of Italian companies evolved?
Italy’s role at the Summer Fancy Food Show has evolved significantly, reflecting our country’s deep commitment to quality and innovation.
Over the years, we’ve seen not only a steady increase in the number of participating companies, but also in the diversity of products and the regions represented.
From traditional artisans to modern startups, Italian companies continue to embrace this platform to connect with the U.S. market.
What stands out this year is the scale and inclusivity of the Pavilion. Alongside returning regions like Liguria, Piedmont, Campania, Calabria, Apulia, and Sicily, we’re proud to welcome back Sardinia, Marche, and Lazio after several years—furthering our mission to represent the full regional richness of Italian gastronomy.
What criteria do you use to select and guide Italian companies at international fairs? And what are the most common mistakes you try to help them avoid?
Step by step, we’ve seen Italian entrepreneurs, districts, and consortia grow, realizing over time how important it is to tell the story behind their products through increasingly refined ingredients and packaging. Today, more than ever, the United States is fascinated by the stories of Made in Italy.
We are always by our companies’ side, offering advice and suggestions for their international development projects, as well as providing information about the various existing regulations.
Italian food represents a benchmark of excellence in the U.S., making it a preferred destination for companies looking to expand their exports.
In recent years, there has been increasing talk of authenticity and the fight against Italian sounding products. How important is it today, at events like Fancy Food, to tell not only the story of the product but also of the people behind it?
It’s extremely important!
Americans love Italian cuisine and its specialties. They’ve played a historic role in spreading the appreciation of global flavors across the United States.
Today, amid shifting consumer food habits, authentic and innovative Italian products continue to be influential across all distribution channels. Italian gastronomy is the highest expression of the Mediterranean diet, and the strict controls our country applies to raw materials and production processes make Made in Italy an undisputed symbol of quality and health.
In your opinion, what are the main challenges Italian companies will face in the coming years to remain relevant in international markets?
Italy has always shown a clear vision. We were among the first to understand the importance of sustainability and the changing needs of consumers—consider, for example, the evolution of packaging—and above all, the need to maintain top standards of quality and authenticity. My experience tells me that Italy will continue to be a leader in the Food & Beverage sector in the U.S. market.