By: Andrew Harig, Director of Government Relations, Food Marketing Institute The Italian Trade Agency, a government agency promoting internationalization of Italian companies, today hosted a press conference in the FMI Connect Expo’s Italian Pavilion to launch a U.S. campaign in four major markets to raise awareness of the value of authentic, "Made in Italy" food and beverages.

Beginning this fall, coinciding with the celebrations of Columbus Day, this nationwide public awareness campaign will focus on product education informing consumers and retailers of the best tasting, highest quality ingredients and manufacturing traditions of authentic "Made in Italy" products. The creative campaign will feature numerous culinary aspects.

ITA reported, “Trade data supports performance and customer appreciation of authentic Italian products in America. Italian exports to the U.S. have generated $4.28 billion dollars and the Italian export trend was up +6.2 percent for 2013. The Italian market share is 3.2 percent and Italy's position is eighth in the ranking of country suppliers for food and beverages sold in the U.S. Export value for 2014 and from January to March 2015 is up +0.6 percent, making Italy the seventh largest foreign supplier. 

“Italy was also the first international supplier in the U.S. for wine, extra virgin olive oil, cheese, pasta and mineral water.”