Italian Trade Agency Unveils 'Made in Italy' Campaign

The Italian Trade Agency (ITA) has unveiled a new U.S. public education campaign designed to highlight high-quality "Made in Italy" food and beverage products.

Announced this week at FMI Connect 2015 in Chicago, ITA will showcase more than 50 authentic Italian food and beverage manufacturers at the three-day annual trade event, held June 9 -11 at McCormick Place.

The campaign, which launches this fall, will bring awareness to ingredients and manufacturing traditions of authentic "Made in Italy" products. The effort will be supported by print and online advertising, in-store POS, digital promotions, recipes, sampling, and events featuring top Italian chefs. Additionally, in-store promotions are planned at retailers in California, Texas, Illinois, and New York.

The effort will focus on three core areas, which include raising awareness of the issue, building a reputation for "Made in Italy" labeling, and creating relevance within the marketplace to recognize the value and price associated with true Italian products, including distinguishing characteristics, traditions, recipes and customs.

"This has been a positive evolution for Italy, however the distribution of authentic Italian products is still limited through U.S. mass retail channels," said Roberto Luongo, CEO of the Italian Trade Agency. "We are determined to introduce the best of quality products available in these markets, exported from Italy and representing tradition that can be tasted."