On the occasion of the 2025 edition of the Summer Fancy Food Show, which featured Italy as a Partner Country, we interviewed Bill Lynch, president of the Specialty Food Association. With more than two decades of experience in the industry, Lynch talks about the uniqueness of Made in Italy in the U.S. market, the evolution of food shows after the pandemic, and the new trends that are shaping the future of the industry.
This year, Italy is the Partner Country of the Summer Fancy Food Show. What added value does this partnership bring to the event as a whole and to the international buyers in attendance?
Italy has an extraordinary cultural history, and high-end Italian food and beverage products consistently attract the interest of buyers and the press. The Pavilion, which will host more than 300 exhibitors and have “The Art of Taste” as its theme, will feature exciting cooking demonstrations, tastings and events, reinforcing for consumers the elevated and premium experience associated with niche food products.
How do you select the Partner Countries, and why was Italy specifically chosen for this edition? Was it a strategic choice or also a symbolic one, given the current situation in the sector?
Being a Partner Country is an opportunity for international clients to strengthen and enhance their presence at our events, and to raise awareness of the importance and value of their country’s products in the U.S. niche food market. Italy has been our first Partner Country, and has served in this role four times in the past ten years. Greece, Tunisia, Morocco, Japan and others have also taken this opportunity, and we are currently in negotiations with several other countries for future editions.
Italy was chosen as a Partner Country for both 2025 editions both because of the relevance of its niche food products to today’s consumers and the articulated plan with which it intends to enhance its exhibitor brands. Universal Marketing and ITA (ICE Agency) collaborated effectively to build an excellent plan to benefit Italian exhibitors within the Summer Fancy Food Show.
In more than two decades at SFA, you have seen Italy play a central role in the world of niche products. In your opinion, what makes Made in Italy so recognizable and competitive in the U.S. market?
Italy has an established reputation for high-quality products and a wide variety of traditional specialties, but it is also a hub of innovation, offering plant-based, gluten-free and more.
Pandemic has changed the rules of the game in the trade show industry. Now that the event is back in attendance, what do you think is essential for a brand to stand out at the Fancy Food Show?
Quality ingredients, branding, the story behind the product, and the founder’s passion help producers stand out at events. In addition, the SFA team is constantly working to develop new sponsorship opportunities that allow brands to be visible to buyers before, during and after the event. There are solutions for all budget ranges, designed to help exhibitors maximize their investment in the trade show.
Do you have a personal memory or anecdote related to an Italian product you tasted at the fair that particularly struck you?
In my more than 20 years at the Fancy Food Shows, I have had the privilege of discovering countless extraordinary products, but one moment that particularly stuck with me was when I was offered my first taste of a wheel of carefully aged Italian cheese, presented with great pride during the event. What struck me was not just the flavor, while exceptional, but the deep tradition, craftsmanship and respect that surrounded that product. The producer spoke of the aging process with such care and passion that it felt more like an invitation to participate in a centuries-old ritual than a simple cheese tasting. It was a powerful reminder that Italian food is not just about ingredients; it tells a story made up of history, culture and human connection. Moments like this make the Fancy Food Show so meaningful.
What are the strongest food trends emerging this year, and how does Italy fit into or stand out from these trends?
Some of the trends we will observe during the show include “Global & Convenient,” represented by the multitude of Italian pastas and sauces; “Chili Cornucopia,” for spicy condiments such as calabrese; “Special Diets,” evident in Italian innovation in plant-based and gluten-free; and “TikTok Trends,” including the much-talked-about pistachio cream.
How do you envision the Fancy Food Show ten years from now, and what role will countries that have always been strong like Italy play in the future?
SFA is already exploring today what our trade shows might look like in the future as we finalize the final details of the new Winter FancyFaire event, scheduled for January 11-13 in San Diego, California. Winter FancyFaire will offer traditional models of connection between buyers and brands, and between investors and brands, but will also introduce new spaces for tastings, discovery and networking. We have listened to trade show attendees who want a more immersive experience and opportunities for cultural discovery in the host city, and Winter FancyFaire will meet these needs first in San Diego in 2026, then in San Francisco in 2027.
The Summer Fancy Food Show, while remaining in New York City, will also evolve to better serve exhibitors and attendees. As a nonprofit organization with more than 4,000 members worldwide, SFA has a global perspective, and we firmly believe in the importance of maintaining the international identity of our events. Our international partnerships, such as those with Universal Marketing and Italy, will be critical to the future of our trade shows.
The article Bill Lynch: “Made in Italy is passion, history and innovation” comes from TheNewyorker.
