At the opening of Marca 2026, Italy’s leading trade fair dedicated to private labels, Matteo Zoppas, President of the Italian Trade Agency (ITA/ICE), delivered a comprehensive overview of the challenges and opportunities facing the Italian agrifood system in today’s global environment. “In a complex international context marked by armed conflicts, trade tensions, tariffs, euro–dollar exchange rate volatility, and major open dossiers such as the EU–Mercosur agreement, the Italian agrifood system once again demonstrates an extraordinary capacity for attraction and competitiveness,” Zoppas said.
ITA’s presence at Marca 2026 reflects this momentum. “At Marca 2026, ITA is bringing 60 strategic international buyers, the highest level of incoming buyers ever recorded. This figure fits into a broader framework of around 5,000 international buyer attendances,” he stated. “These numbers testify to the strong interest in Italian agrifood products.”
Zoppas underlined that this interest has been further strengthened in 2026 by a milestone of strong symbolic and strategic value: “The UNESCO recognition as Intangible Cultural Heritage of Humanity, achieved thanks to the commitment of the entire Country System, and in particular the Ministries of Agriculture and Culture. This represents a powerful promotional vehicle for a core category of Made in Italy.”
He also highlighted the role of institutional export strategies. “This direction is reinforced by the Export Plan promoted by the Ministry of Foreign Affairs, which identifies high-potential markets capable of making a difference, while fully acknowledging that the United States remains a fundamental reference market that must continue to be actively covered.”
Looking ahead, Zoppas pointed to new trade opportunities. “In this scenario, after decades of debate, the EU–Mercosur agreement can represent a new opportunity. Italy has played an important role in the negotiations, seeking reciprocity of conditions, which we hope will be maximized.”
Addressing ongoing uncertainty, he added: “In a phase characterized by elements such as tariffs and euro–dollar exchange rate fluctuations, being able to open or strengthen access to highly competitive, high-potential areas like South America is a strategic opportunity on which to focus and intensify action, through growth diplomacy and the coordinated work of the entire Italian economy’ssystem.”
Zoppas concluded with a warning on cost pressures: “Attention must be paid to the fact that, to date, most tariffs have eroded margins along the producer–distributor chain. Most of these costs have not yet been passed on to prices. With the renewal of contracts and price lists, the real consequences on volumes will become clearer.”
L’articolo Italian Agrifood Shows Global Appeal at Marca 2026 proviene da Italianfood.net.