On June 16, 2025, Confapi and the Italian Trade Agency (ICE), in collaboration with UnionAlimentari Confapi, Confapi Venezia, and Confapi Treviso, launched the Veneto edition of the campaign 'A Journey into Italian Agri-Food Excellence: Innovation and Tradition in SMEs'.
The initiative, aimed at enhancing the global visibility of Italian food and beverage products, brings together digital influencers and opinion leaders from around the world to experience and promote regional excellence across Treviso and Venice through contemporary digital platforms.
The project comes amid growing influence of content creators in the food and beverage sector.
With influencer marketing valued at over USD30 billion in 2023 and projected to surpass USD50 billion by 2028, their role in shaping consumer preferences is increasingly significant.
The campaign targets this momentum, inviting eleven micro- and mid-tier influencers from China, Poland, Mexico, the U.S., and Brazil, all specialized in food-related content, to explore six agri-food companies across Veneto.
Among them is That's Media, representing China as a key participant in showcasing the experience to Chinese-speaking audiences through professional media reporting and content creation.
Participating companies include:
Castello di Roncade: a historic wine estate representing Treviso’s winemaking heritage.
Fraccaro Spumadoro: renowned for handcrafted leavened pastries.
Perlage Winery: a pioneer in organic and sustainable winemaking in the Prosecco Superiore DOCG zone.
SuttoWine: a modern winery with a strong export focus.
Birrificio San Gabriel: an independent brewery combining monastic tradition with modern craft brewing.
Acetaia Ducale Estense: a producer of high-end vinegars and condiments made using traditional methods.
Over the course of their visit, the influencers will take part in site tours, product tastings, and immersive cultural experiences, sharing real-time updates and curated content across social media to global audiences.
Speaking at the opening event, Luca Fraccaro, President of Confapi Treviso and National Councillor of UnionAlimentari, said: "We chose companies from Treviso and Venice to highlight a region rich in quality, identity, and innovation."
"With the help of these influencers and journalists, we aim to showcase the authenticity of Italian excellence while countering ‘Italian sounding’ imitations in global markets."
The campaign’s launch in Treviso was hosted at Palazzo Rinaldi, with Mayor Mario Conte expressing pride in the region’s role: "This initiative helps not only to promote our top agri-food products, but also to reveal the heritage and stories behind them."
"By engaging digital creators, we can amplify their reach and bring global awareness to our regional excellence."
According to the latest data, Veneto exported EUR80 billion in goods in 2024, accounting for 12.9% of Italy’s total exports.
Of this, the agri-food sector contributed EUR10 billion, with wine alone generating nearly EUR3 billion—representing 37% of Italy’s total wine exports.
Nicola Zanon, Director of Confapi Venezia, emphasized the relevance of this approach: "Our territory remains a vital reference point in Europe’s agri-food sector."
"This project allows us to speak directly to today’s consumers—curious, discerning, and digitally savvy."
UNESCO World Heritage Site Prosecco Hills of Conegliano and Valdobbiadene also played a role in the experience.
Site Manager Giuliano Vantaggi highlighted the importance of such cultural landscapes in connecting economic and heritage value: "Authentic, place-rooted experiences are increasingly in demand."
"Through this campaign, local producers can communicate their stories in ways that resonate both culturally and commercially."
Paolo Uberti, President of UnionAlimentari, added: "We were among the first to invite international influencers into our companies, enabling direct contact with the people behind our products."
"This authenticity is essential in sharing the excellence of our food industry with the world."
Mario Pozza, President of the Chamber of Commerce of Treviso and Belluno Dolomiti, echoed these sentiments: "Beauty and enterprise are our region’s hallmarks."
"Projects like this allow us to highlight both through the energy of new digital ambassadors."
By bringing together family traditions, artisanal methods, and digital storytelling, this campaign aims to redefine the global perception of Italian food—through authenticity, transparency, and immersive narrative.
The experience positions Veneto as a leader in combining heritage and innovation for the global market.
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