The Food Marketing Institute (FMI) has named Italy as the “host country” for FMI Connect 2015, the food retail industry’s premier event focusing on keeping ahead of the accelerating pace of change in food retail.
The annual event, to be held next month in Chicago, draws more than 13,000 food industry professionals, prepares retailers for the evolving competitive environment and delivers solutions for increasing consumer engagement. Italy is the ideal partner to elevate the importance of a key competitive strategy: providing “authentic” international options, according to FMI.
“As shoppers seek varied tastes and quality products, 83 percent of retail companies report an emphasis on ethnic products as a competitive strategy, and this focus is ranked as the third most effective tool for competitive differentiation,” said FMI President and CEO Leslie G. Sarasin. “The Italian Trade Agency’s presence at FMI Connect provides efficiencies for collaboration between retailers and suppliers in their strategic discussions on specialty imported foods.”
Added Roberto Luongo, CEO of the Italian Trade Agency (ITA), said his organization “is honored to partner with FMI Connect as the first country ever to be featured at this high-profile exhibition of the best products, equipment and services aimed at the U.S. food retail industry. We have secured the participation of an impressive group of more than 50 leading exhibitors representing Italy, to showcase the highest quality and excellence of ‘authentic Italian’ foods and beverages. Our focus is to reinforce that authentic Italian products create superior culinary experiences within homes in America, and we know that millions of shoppers are continuing to seek out ‘Made in Italy’ products.”
Outside Europe, the U.S. is the primary market for Italian exports, representing the largest market for the majority of worldwide consumer categories. In the past several years, the export of Italian food products to the U.S. has continued to exponentially grow. As an effort to take full advantage of the potential in the U.S., the ITA says it is committed to promoting significant, qualitative gains of Italian exports to the U.S. by way of educating the market of the value of “Made in Italy” food products. As a result of targeting the public through major retailer initiatives geared toward the introduction of new products and companies, ITA’s partnership with FMI became a natural development.
“This partnership between FMI Connect and the Italian Trade Agency is a testament to the importance of collaboration across the aisles,” said Sarasin. “In response to consumer trends, international foods are no longer relegated to a select few shelves but have become an integral component of every category. Food retailers are recognizing this opportunity to engage shoppers and encourage more at-home family meals.”
Increased options in “authentic” ethnic food at retail can also give life to in-store programs and events to inspire shoppers at mealtime. While 91 percent of retailers report offering global food products, only 56 percent dedicate a space for cooking demonstrations, powerful tools to introduce shoppers to new products and categories.
ITA at FMI Connect
Within the first-ever Italian Trade Agency pavilion, FMI Connect attendees will have the opportunity to meet with more than 50 Italian food and beverage companies that offer a variety of authentic Italian products, including wine, seafood, mineral water, olive oil, herbs, pasta, riso, breads, cured meats and much more. Each of the regions of Italy will be represented with a focus on companies with rich histories of internationally distributed, family-made products.
Throughout the three-day trade exhibition, visitors to the Italian pavilion will be able to attend and participate in daily food and wine demonstrations from notable Italian chefs, attend wine seminars and sample a selection of fine Italian wines in a dedicated wine bar. They also can an espresso or cappuccino in the “Italian coffee bar” and savor Italian gelato.
Directly outside and to the left of the Italian Pavilion, a display of iconic Italian-made automobiles from Ferrari, Lamborghini and Maserati will complete the “Authentic Italian” experience.
