In a complex international context but full of opportunities, the United States continues to represent a strategic market for Made in Italy. We talk about it with Giosafat Riganò, who from the ICE office in Los Angeles closely follows the evolution of business flows, promotion projects and support to Italian companies between innovation, startups and major global events.
Let’s start from the beginning: what are the skills of the ICE Office in Los Angeles and how do you work on the territory?
The ICE Office in Los Angeles has geographical jurisdiction over eleven federal states, from Alaska to New Mexico, to Hawaii, effectively covering the entire West Coast. This is accompanied by a sectoral competence extended to the entire US territory for key areas such as pharmaceutical and medical, innovation and startups, creative industries, two wheels and machinery for enology.
It is therefore a very wide portfolio of activities and initiatives. In the United States the ICE network consists of five offices, coordinated by New York, with competences distributed both geographically and by sector.
What are the main projects to strengthen the presence of Made in Italy in the United States, especially in California?
The initiatives are numerous and this year, thanks to the increase of promotional appropriations, the commitment of the ICE network will be even more intense.
Only in January we were present at the CES in Las Vegas, in AIMExpo for the field of the two wheels, at the event Italy on the Move linked to the biotech on the occasion of J.P. Morgan Healthcare Conference and the SPIE Photonics in San Francisco. In Sacramento we participated in the United Wine & Grape Symposium dedicated to wine making technologies.
During the first half of the year, there will be activities in Italian festivals in California, gaming and cybersecurity events, cycling events, medical fairs in Miami and biotech initiatives in San Diego.
What kind of support do you offer to Italian startups who want to enter the US market?
For us startups are fundamental. For years we have been promoting the Global Startup Program, which accompanies young innovative Italian companies in training, settlement and rooting in the United States, with particular attention to female entrepreneurship.
To this is added the work done together with INNOVIT, the Centro di Innovazione e Cultura Italiano di San Francisco, today a reference point for the Italian ecosystem on the West Coast.
What mistakes do not make Italian companies when they try to expand in the United States?
The main mistake to avoid is improvisation: facing a complex market without adequate preparation.
It is essential to know the context in advance and not address institutions only when needed. Precisely for this reason, on the impulse of the Italian Consulate General in Los Angeles and in agreement with that of San Francisco, we have created the Smart Country Guide, an operating tool to guide companies in the 11 federal states of the West Coast and thus reduce the risk of unexpected.
What sectors do you see today’s biggest growth opportunities?
The traditional sectors remain important, but strongly emerge fields such as pharmaceutical, medical, biotech, innovation and aerospace, which represent strategic areas for Italian exports to the United States.
How much does collaboration with local institutions, universities and Californian innovation hub count?
It is essential: they open the doors, facilitate dialogue and create opportunities for knowledge and business for Italian companies. The collaboration with these actors makes it possible to convey the value of Italy and to foster new economic relations.
How do sustainability and digital transition fit into ICE promotion strategies?
They are central themes. We have been attending events such as the Next Climate Campus in New York for years and will be present at RE+ in Las Vegas dedicated to renewable energies.
We also look closely at innovation, biotech, medical, pharmaceutical and advanced manufacturing, including robotics, photonics and cybersecurity, areas that offer wide opportunities for industrial partnerships.
Are there any success stories of Italian startups supported in Los Angeles?
Yes, several innovative startups have found room for affirmation in the United States thanks to the Global Startup Program and INNOVIT activities, expanding also on European and extra-European markets. This demonstrates the effectiveness of these projects and the added value recognised by Italian technology.
What is the distinctive value of Made in Italy today?
Quality, price, reliability and after-sales service.
Behind the Made in Italy there are work, technology, commitment and security: elements that continue to make it very demanded and appreciated also in the United States.
What are the future priorities, even in view of major events such as World Cup and Olympics?
The ICE will continue to operate transversally throughout the U.S. territory, also taking advantage of great international events as an opportunity to promote Made in Italy and involve business partners as institutional.
At a time marked by international tensions and duties, what is its view on Italian exports to the United States?
The ISTAT data remain encouraging: in the first ten months of 2025 the Italian export to the United States reached **57.4 billion euros***, up by*9%** compared to the same period of the previous year.
Despite the difficulties, Italian companies continue to operate with positive results in a market that remains strategic and characterized by very strong and indissoluble economic-commercial links with Italy.
Personally, what motivates you in your role?
The curiosity, attention, commitment and desire to be useful to Italian companies.
Receiving their “thanks” is the strongest motivation, the same that has accompanied my work in different countries of the world and that continues today in the United States.
L’articolo The role of the ICE of Los Angeles between export, innovation and new global challenges comes from IlNewyorkese.