There’s an Italy that races fast, an Italy, highly sought after and in demand: it’s the Italy of exports, it’s the Italy of international trade shows, it’s the Italy that everyone desires and imitates.

International trade show spaces are increasingly colored in the green, white and red of the Italian flag, a symbol of quality and good taste.

For more than 20 years, Universal Marketing has been one of the main players in the creation of the so-called Italian Pavilions. It is a leader in its field on almost every continent, but the United States is certainly is great reference point.

We interviewed its president, Donato Cinelli, currently working in San Francisco at the Winter Fancy Food Show.

Donato Cinelli is on the board of the International Task Force, an international committee created by the Specialty Food Association, the most important international association in the food and beverage industry. Its task is very clear: to define the guidelines of the international trade show system for the third millennium.

“We are at major turning point for the international trade show system,” states Donato Cinelli, President of Universal Marketing. “Many Italian companies today place their trust in Universal Marketing to search for the international shows that are best suited to their needs.

 “The main sectors in which we specialize range from the food and agriculture sector to hospitality and equipment for hotels/restaurants, home textiles, gift items, jewelry, furniture and furnishings, fashion, tourism, outdoor living and gardens, building and other varied industries. We organize the participation of more than 1,500 companies each year in several important Made in Italy sectors.

 “Our goal is to create the greatest synergy possible between the Italian companies and the international trade shows we represent.

 “We deal with all stages of participation,” Cinelli continues, “selection, booking exhibition spaces, transportation, logistics, customized all-inclusive stand packages, hostesses, interpreters, travel reservations, meetings and conferences, press office, communications and networking.

 “Today, the United States truly represents the ideal place to highlight Italian companies to the utmost; our Made in Italy is an integral part of the culture of beauty that Americans are seeking.

We see it in our important commitment in the U.S. where we’ve had a presence for decades with epic events such as: Fancy Food, ICFF/HOMI, BDNY, HX – The Hotel Experience, EDIT, MRket.”