- United States continue to represent one of the most important and competitive markets for theItalian agri-foodThe recent participation of over 300 Italian companies in the Summer Fancy Food Show in New York He emphasized that exporting food products overseas requires an integrated strategy that combines intrinsic quality, FDA compliance, distribution and digitization.
In 2024 our agri-food exports to the United States has reached values record: in the first eleven months of 2024 the sales reached 7,8 billion dollars, with a growth of 17,4% compared to the same period last year. This data confirms the United States' role as a strategic market for pasta, wine, extra virgin olive oil, cheese, preserves, balsamic vinegar, cured meats, baked goods, and regional specialties.
However, market growth does not automatically mean ease of inputThe American consumer associates Italy with quality, tradition, taste, conviviality, and a Mediterranean lifestyle. This positioning remains a advantage competitive This is a huge challenge for Italian companies, especially in the premium segment: American demand is evolving toward more authentic and distinctive products. It's no longer enough to be "Italian": it's necessary to explain where the product comes from, what territory it represents, how it's used in cooking, and why it deserves a higher price than local or industrial alternatives.
Opportunities for Italian SMEs: quality, niche, and authenticity
Here is that for many Italian SMEs The United States represents the ideal market for promoting niche products and local specialties. opportunity The most interesting ones concern:
- artisanal pasta and regional shapes
- premium sauces, purees and preserves
- quality extra virgin olive oil
- balsamic vinegar and condiments
- Italian cheeses and cured meats
- truffles and gourmet specialties
- biscuits, sweets and baked goods
- organic and clean label products
- ingredients for authentic Italian cuisine
- boxes, recipe kits, and e-commerce solutions
True potential, however, is not expressed only through traditional importers and distributors. Growth is increasingly also coming from digitalE-commerce, SEO content, marketplaces, newsletters, advertising, social media, and presence on AI-based search engines. Indeed, in the United States, the grocery shopping journey is increasingly digital. Even when consumers physically shop in-store, they often discover the product first. online, reads reviews, searches for recipes, compares prices, consults blogs and social media.
From Product to Brand: The New Digital Strategy for Entering the US
For this reason, Italian companies that want to export food In the USA They can no longer simply find an importer. They must build a coherent digital presence capable of supporting sales and strengthening the brand. One of the most common mistakes made by Italian companies is to think that promotion in the US only involves trade shows, catalogs, and B2B meetings. These tools remain important, but today they must be supported by a ongoing digital strategy.
Before even selling online, shipping samples or looking for distributors, a food company that wants to export to the United States must verify its FDA complianceForeign facilities that produce, process, package, or hold foods intended for the U.S. market are generally required to register with the Food and Drug Administration. The FDA also requires biennial registration renewals for facilities subject to this requirement.
For foreign companies it is also necessary to indicate a US Agent, that is, a contact person physically present in the United States who can receive official communications and interface with the FDA. Federal regulations require that, for foreign facilities, the FDA can verify that the designated individual has agreed to act as US Agent. This is an often overlooked, yet crucial, aspect.
FDA, labeling, and compliance: requirements for risk-free exports
Incomplete management of FDA requirements can cause delays, holdups, document requests, or problems with importers and customs brokers. Before exporting food products to the United States, the company must: check almeno these elements:
- FDA registration of the plant
- appointment of the US Agent
- biennial registration renewal
- Prior Notice for every shipment
- label compliant with American regulations
- Nutrition Facts Panel correct
- allergen declaration
- verification of ingredients, claims and names
- coordination with importer, broker and forwarder
- compliance with FSMA and Fsvp obligations
Prior Notice is an essential step because it allows the FDA to receive advance information on imported foods before they arrive in the United States. Finally, the verification of foreign suppliers and imported products will fall under the responsibility of the American importer according to the Foreign Supplier Verification Program.
