In 2025, the Specialty Food Association’s Winter and Summer Fancy Food Shows will highlight the passion, artistry, and flavor that define Italian cuisine, as Italy takes center stage as the shows’ official Partner Country. Renowned worldwide for its culinary excellence, Italy will introduce attendees to its rich tapestry of food traditions and cutting-edge innovations under the slogan “The Art of Taste.”
The partnership will debut in January at the 2025 Winter Fancy Food Show, which will feature a pavilion curated by Universal Marketing. Over the course of the Las Vegas show, attendees will be treated to a series of cooking demonstrations and networking opportunities designed to introduce Italian food artisans to the wider specialty food industry.
A Journey Through Italy’s Culinary Heritage
As a theme, "The Art of Taste” encapsulates the Italian approach to food production: blending craftsmanship with creativity. From the rolling hills of Parma to the sun-drenched olive groves of Tuscany, Italy’s culinary artisans treat their work as an art form.
The Italian pavilion will host more than 90 producers, inviting attendees to embark on an immersive journey through Italy’s robust food and beverage landscape. Visitors will have the opportunity to discover and sample products that range from traditional favorites to innovative new offerings, all crafted with a commitment to quality and authenticity
Bringing Italian Cuisine to Life
At the heart of the Italian pavilion will be the Italian Trade Agency’s (ITA) Italia Lounge, a hub of activity and space for networking with leading Italian food purveyors. Here, attendees can savor a curated selection of the country’s finest coffee, meats, cheeses, and beverages.
On Monday from 3-5pm the Italian pavilion will host the first-ever “Celebration of Italian Cuisine,” a networking event, jointly organized by Universal Marketing and SFA, dedicated to Italy and honoring its role as Partner Country. During this celebration, showgoers will have the opportunity to meet both emerging and heritage Italian producers from the Sicily, Calabria, and Piemonte regions as well as partake in entertainment and tastings, enjoying immersion in true Italian culture and atmosphere.
Attendees will also see the vibrancy of Italian cuisine in other show areas, with featured Italian chefs participating in SFA’s new First Taste Experience food hall. Across several sampling stations, both Italian and Italian American chefs will prepare regional recipes and dishes, demonstrating to show attendees the versatility and quality of Italian foodstuffs.
Trends Bridging the Italian and American Markets
The time is right for Italian products, with the country’s producers poised to connect with the American market in meaningful ways.
Both Italian and American consumers are increasingly seeking products that emphasize traceability, offer information about production methods used, or that embrace attributes such as vegan, flexitarian, or “free-from” ingredient lists. According to recent data from the U.S. Department of Agriculture (USDA), Italian consumers also “[express] interest in new and innovative products, especially with a health benefit.”
Given these overlaps in consumer preferences and values in both countries, Italian producers are well suited to help U.S. retail buyers meet the demands of their customers, drive revenue, and attract new shoppers.
From its celebrated classics to its forward-thinking innovations, Italy remains a beacon of inspiration for food lovers and industry professionals alike. With its focus on artistry, innovation, and authenticity, Italy’s presence at the Fancy Food Shows will undoubtedly create an unforgettable experience.
The Italian Pavilion is organized by our exclusive Italian agent Universal Marketing.
Italy Brings "The Art of Taste" to SFA's 2025 Fancy Food Shows
