Exploring New Horizons: Italian Gastronomy Meets Global Opportunities at Cibus 2024
PARMA – The 22nd edition of Cibus at Fiere di Parma concluded with remarkable success, boasting over 75,000 attendees, marking a 25% increase from 2022. This edition set new records with 3,000 brands and 3,000 buyers in attendance, featuring notable participation from Adolfo Urso, Minister of Made in Italy and Enterprises, and Francesco Lollobrigida, Minister of Agriculture, Food Sovereignty, and Forests.
Highlight on PDO and PGI Products
One of the event’s key focuses was on PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication) products. Nielsen’s analysis indicates that these designations, when used as ingredients in industrial products, boost sales value by 14% and volume by 9.6% in retail outlets. Packaging indicating the presence of PDO and PGI products enhances consumer preference for premium products, even at higher costs. Cibus aims to be a platform for promoting PDO and PGI products, fostering best practices and supporting international promotional and commercial relations.
Innovative Product Launches
Over the four days, more than a thousand new products were introduced, including musical lollipops, plant-based eggs, truffle salami with parmesan coating, and balsamic vinegar chutney from Modena. Health and wellness trends, especially collagen-enriched beverages and foods, were prominently featured.
Combatting Food Fraud with AI
One of the most intriguing innovations was the application of artificial intelligence to combat food counterfeiting. The Nina project, promoted by the Consortium of Mozzarella di Bufala Campana PDO, aims to protect this renowned product against fake mozzarella and the phenomenon of Italian sounding.
Boosting Italian Food Exports
Cibus highlighted the robust growth in Italian food exports, which surged by 27% between 2013 and 2023, compared to the European average of 12%. This growth has brought Italian agri-food exports close to $64 billion, making up about 10% of European exports, positioning Italy fourth in Europe for export growth in 2023.
Expanding into the American Market
The Italian food industry is increasingly eyeing the American market, valued at $1.5 trillion, considering both retail and alcoholic beverages. The USA4 Cibus conference, held in collaboration with the American Chamber of Commerce in Italy, explored opportunities for Italian companies under the Inflation Reduction Act. Notable brands like Auricchio, Levoni, and Rigamonti shared their successful ventures in the U.S. market, emphasizing the need for courage, distinctive products, and expertise.
Auricchio has been focusing on the U.S. since 2011, producing premium cheeses in New Jersey. Levoni shifted from an importer-based strategy to establishing a 3,500-square-meter slicing facility in New Jersey, enhancing market penetration. Rigamonti, primarily producing bresaola, a product not marketable in the U.S., has started by acquiring Italian brands for export and building a factory in Missouri.
Strategic Business Opportunities
The Inflation Reduction Act offers significant tax credits for clean energy projects, presenting opportunities for the agri-food sector, which accounts for 10% of U.S. greenhouse gas emissions. The SelectUSA program, available next June, will further support investments creating jobs of all kinds, aiding companies looking to invest or expand in the U.S.
Emphasizing Professionalism and Competence
Vittorio Cino, Director General of Centromarca, emphasized the need to raise the average level of professionalism in marketing and international communication. With the right skills and data-driven analyses, Italian companies have the potential to become the leading food exporters to the U.S.
Sustainability in Focus
Sustainability was also a significant theme, discussed at the “Modern Tools for a Sustainable Agri-Food Supply Chain” conference. The event, organized by the Young Entrepreneurs of Confagricoltura-ANGA and the Young Entrepreneurs Group of Federalimentare, highlighted strategies to enhance the export of Italian products. According to Nomisma’s Large-Scale Consumption Packaging Observatory, 2 out of 3 Italians consider packaging crucial in their purchasing decisions, with 1 in 2 seeing it as vital for making products more environmentally friendly.
Cibus Food Saving Initiative
Continuing its tradition, the 22nd edition of Cibus supported the Cibus Food Saving initiative, promoted by Banco Alimentare. This initiative recovers products donated by exhibitors to distribute them to charitable organizations in Emilia Romagna, aiding those in need.
Cibus 2024 has solidified its role as a premier platform for showcasing Italian food excellence and exploring new international markets, particularly the lucrative and expansive American market.
