ITA — Italian Trade Agency — the agency for the promotion and internationalization of Italian companies abroad, and Eataly, the global Italian marketplace and retail concept, are joining forces in a campaign dedicated to “Made in Italy”, showcasing the best of Italian agri-food excellence. From now through December 2025, this joint initiative between the Italian Trade Agency and Eataly takes place in coordination with the Italian Republic’s Ministry of Foreign Affairs and International Cooperation.
For 2025, Italian Trade Agency and Eataly are launching a year-long program dedicated to thousands of Italian companies, with the aim of strengthening the visibility of Italian products in seven key markets: the United States of America, Canada, the United Kingdom, Sweden, Germany, France and the United Arab Emirates. In these markets, Eataly will place over 100 new suppliers selected in collaboration with the Italian Trade Agency, many of which will enter the target market for the first time.
The focus of the partnership will be on the quality of Italian products, their authenticity, and the characteristics that make “Made in Italy” unique in the world. A fundamental pillar of this campaign will be the hosting of a series of events and initiatives across 18 Eataly stores in the target countries, all centered around Italian culture and designed for consumers. The events will be organized in conjunction with leading international fairs and other crucial opportunities to promote the agri-food chain.
These events in Eataly stores will act as a sounding board, creating new opportunities and visibility both for the products already available at Eataly, as well as the new entries in collaboration with ITA — completing the premium assortment Eataly has always been synonymous with.
Thanks to these activations, customers will be able to deepen their knowledge of Italian products through in-person experiences including seminars, tastings, and opportunities to taste authentic Italian dishes in Eataly restaurants. Guests will also have the opportunity to buy the products and replicate iconic, traditional Italian recipes at home, using the best ingredients and wines for perfect pairings.
Finally, a digital marketing, web, and social campaign will support the work of the stores with a robust program of educational and commercial content. The main objective of the multi-channel planning coordinated by ITA and Eataly is to introduce foreign consumers to concepts such as the Italian art of living, Italian craftsmanship, and the supply chain, while also enhancing occasions such as the World Food Days and La Settimana della Cucina Italiana nel Mondo (The Week of Italian Cuisine in the World).
This greater awareness and understanding of high-quality Italian products will encourage consumers to make more informed purchasing decisions, ultimately boosting exports of "Made in Italy."
More information about the Made in Italy campaign, products and activities will be available in the weeks ahead.
