Paul Hill spoke to the Ministry of Foreign Affairs and International Cooperation (MAECI) and ITA – The Italian Trade Agency about the opportunity the country’s products present to wholesalers
What Italian products should UK wholesalers be taking advantage of and how is this reflected within OpportunItaly?
Italian food exports have reached €70.7bn between June 2024 and May 2025 — nearly double the figure from a decade ago — with the UK among Italy’s top four food export markets.
The priority product categories for UK wholesalers are:
- Wine & Sparkling Wine — Italy’s top agri-food export. Prosecco and premium still wines enjoy strong, established demand and distribution networks in the UK.
- Cheese — Aged cheeses grew 7.5% in exports, fresh cheeses 6%. Products such as Parmigiano Reggiano, Grana Padano, and Pecorino carry protected status and strong UK brand recognition.
- Extra Virgin Olive Oil — Exports surged over 52% year-on-year, driven by Tuscany, Umbria, and the Bari district. Premium positioning and strong retail margins make this a high-value opportunity.
- Pasta, Bakery & Coffee — Consistent UK consumer staples, with artisanal and premium variants growing in line with retail trends.
- Cured Meats — Prosciutto di Parma, San Daniele, and Mortadella are gaining ground in the UK’s premium deli and foodservice sectors, supported by rising consumer interest in provenance and authenticity.
- Organic & Sustainable Lines — Organic farming covers 18.7% of Italy’s agricultural land across 92,000+ companies, directly addressing the UK’s growing demand for clean-label, eco-certified products.
OpportunItaly is structured around all of these categories, connecting UK wholesalers directly to certified, export-ready Italian producers through B2B matching, supply chain itineraries into production districts, and institutional support at key trade events including CIBUS, Vinitaly, and IFE London.
How does the Italian Trade Agency support wholesalers looking to work with Italian suppliers, particularly through initiatives such as OpportunItaly?
The Italian Trade Agency operates through 79 offices in 65 countries — including the UK — providing wholesalers with on-the-ground support, verified supplier access, and structured commercial introductions. In 2025, ITA brought over 100 new Italian suppliers into the UK market through a joint programme with Eataly, and curates approximately half of the 1,200+ international buyers attending events such as Vinitaly.
OpportunItaly is the ITA’s export acceleration programme, covering 10 sectors, 150+ industrial districts, 20 international markets, and 20,000+ Italian companies. Its Buyers Club — free to join at opportunitaly.gov.it — provides:
Priority B2B matching with pre-qualified Italian suppliers
Operational support at major trade fairs
Personalised supply chain tours in Italian production districts
Sector-specific market intelligence and ITA advisory services throughout the commercial relationship
What are the main benefits of sourcing products from Italy for UK wholesalers, and how does OpportunItaly help facilitate this?
Sourcing from Italy offers UK wholesalers clear strategic advantages: exceptional product quality backed by PDO, PGI, and TSG certifications; strong provenance and authenticity; shorter, more reliable supply chains compared to overseas markets; and access to products for which UK consumer demand is already strong and established. Italy also provides increasing value in terms of sustainability, traceability and transparent production standards, helping wholesalers meet the growing expectations of UK retailers and consumers.
OpportunItaly simplifies access to these advantages by connecting international buyers directly with qualified Italian producers, particularly within high-value certified supply chains. Through its Buyers Club, wholesalers benefit from institutional support, B2B matchmaking, trade fair access, personalised sourcing opportunities and assistance from ITA Trade Analysts. This reduces the risks, costs and complexity usually associated with finding and verifying overseas suppliers, making Italian sourcing more efficient, secure and commercially effective.
How do Italian suppliers support wholesalers in practice, and how does OpportunItaly help connect buyers with the right partners?
OpportunItaly is a dynamic business acceleration and export facilitation programme, created by the Italian Trade Agency in partnership with the Ministry of Foreign Affairs. Its mission is to connect international buyers and partners with highly reliable Italian companies across strategic sectors, from energy and sustainability to advanced manufacturing.
For UK distributors and buyers, OpportunItaly is a powerful gateway to Italian innovation. The programme helps identify manufacturers and suppliers that offer comprehensive product portfolios, detailed technical documentation, and well-structured service arrangements. Through direct engagement with these companies, buyers can explore operational needs, from spare parts and maintenance to warranty support, ensuring smooth and efficient collaboration.
OpportunItaly also fosters long-term strategic partnerships through trade events, business matching, and access to a curated network of vetted Italian companies. By connecting distributors with partners capable of delivering both products and robust after-sales services, OpportunItaly and its Buyers Club makes expanding into the Italian market accessible, reliable, and highly rewarding.
Why should UK wholesalers be taking advantage of Italian suppliers and how does this align with the evolution of Italy’s global supply chains and distribution networks, including initiatives like OpportunItaly?
Italy is renowned for the quality of its food and beverages, fashion, furniture, and machinery. Demand for authentic Italian products continues to rise in the UK, as consumers seek both quality and the stories behind iconic items. This strong consumer interest provides UK wholesalers with a compelling selling proposition for Italian goods.
From June 2024 to May 2025, Italian food and beverage exports exceeded €70.7 billion, nearly double the figure from ten years ago. This growth reflects increasing global appreciation for Italian food quality. As the UK remains a top market, Italian suppliers are investing in export infrastructure and strengthening relationships with UK buyers.
In the first five months of 2025, wholesale sales of Italian brands rose by 20% year-on-year. The UK remains among the top five markets, all of which have returned to growth.
The average purchase price for international retailers sourcing from Italian brands has decreased by 6%, reflecting a shift in buying patterns due to retail challenges. UK wholesalers can now access premium Italian goods at more competitive prices.
Major logistics players are expanding their networks in Italy. For example, DACHSER acquired an 80% stake in Fercam Italia, adding 43 depots and 1,000 staff nationwide. These investments enhance last-mile reliability and cross-border shipping for UK wholesalers. A primary driver of change in Italy’s logistics sector, pushing suppliers to improve their distribution networks and adopt more advanced supply chain disclosure and efficiency tools. Italian suppliers are increasingly equipped to handle the requirements of contemporary wholesale buyers — from instant tracking to flexible ordering.
Foreign content in Italy’s exports is 20.7%, below the OECD average of 26.7%, indicating strong domestic value addition. For UK wholesalers, this ensures products are genuinely “Made in Italy,” reducing supply chain risks and supporting authenticity in marketing.
UK wholesalers are well-positioned as Italian suppliers invest in logistics and distribution, export volumes increase, prices moderate, and demand for authentic Italian goods reaches record levels. This combination of product prestige, improved infrastructure, and competitive pricing renders sourcing from Italy a highly strategic choice for UK wholesalers.
What are the main benefits of sourcing products from Italy for UK wholesalers, particularly in the context of increasingly resilient supply chains?
Italy’s agri-food sector is supported by a robust framework of quality certifications. With over 900 protected designations (DOP/IGP/STG) and a DOP economy exceeding €20 billion, Italian suppliers provide UK wholesalers with products that offer verifiable provenance, traceability, and premium positioning—a key advantage in a quality-focused market.
Italy offers shorter logistics routes, shorter lead times, and greater responsiveness than sourcing from Asia or the Americas. Recent worldwide disruptions, such as Red Sea shipping rerouting in 2024, have highlighted the risks of extended supply chains, strengthening the strategic value of sourcing from geographically closer, established partners.
In 2025, leading companies enhanced resilience through diversifying suppliers, developing alternative sourcing channels, and reconsidering procurement locations. Italy, as a stable and high-capacity EU producer with advanced export infrastructure, offers a lower-risk sourcing environment than more geopolitically exposed markets.
