2021 IS UP 15.60% ON 2020

As many suspected – and as the figures now confirm – people’s desire to dine out is bigger than any crisis. The Foodservice Market Monitor, a study carried out by Deloitte into the global catering industry, has found that in 2021 there was a return to growth of 15.6% on 2020, reaching a total value of 2,221 billion euros (a against 1,921 billion in 2020).


Interestingly, Italy ranks top and comes sixth worldwide in the quality restaurants segment, with a sharp rebound of +14.5% on 2020 and a total value of 31 billion euros.


Europe as a whole has remained stable here, maintaining its 18% share of the world market and a growth of +16.7% on 2020. And while the Asia-Pacific area confirms its position as the main market, with 48% of the total (+13.7%, CAGR 20-21), North America has at 24% consolidated the expansion it recorded in 2020, displaying the highest growth rate (+18% CAGR 20-21).

The pandemic undoubtedly led to – and in some cases accelerated – more than one change on the market. The restaurant with table service remains the most widespread format internationally (48%) but ranks second in terms of growth rate behind Street Food (those two formats grew by 18.8% and 21.3% respectively), although the latter still accounts for just 5% of the market.

Fast food and Delivery are the second most popular formats (33%), especially in North America, where half of all companies are located. Cafés and bars – the third most popular format, with 14% of share – are a typically European format, accounting for 30% of all catering activity.


With 44% of market share, China leads the way (by value) on Full Service, followed by the USA (16%).


Italy ranks sixth globally by diffusion, with a growth of +14.5% on the previous year (CAGR 20-21) and a value of 31 billion euros. Here, one in two of all catering includes “served” food, the other half being divided between Quick Service (28%) and Cafés and Bars (21%).


As for food consumption settings, Retail (foodservice inside supermarkets or shopping malls) has proved to be the most dynamic area in this moment of economic recovery, with a growth of +27.6% on 2020. And there was a two-figure growth also for trading establishments located in tourist destinations or places of entertainment.


The Delivery format more than doubled over a 12-month period, growing by a staggering +53.7% (CAGR 20-21, while catering chains account for around one third of the world’s global Foodservice market, with a two-figure growth (+14.8%). The highest growth was seen in Europe (up 18.8% on 2020), and even more markedly in Italy (+23.2%), even though here chains account for just 8% of al establishments in the sector.

Credits: Host FieraMilano


Caruso® is the first electric oven that offers the same performance as the traditional wood-fired oven, with an actual maximum temperature of 530°C. The best materials and components guarantee solidity and resistance to high temperatures, maximum performance with minimum consumption. Different and multiple product plus guarantee better efficiency and baking quality during the stage of intensive use.

The Ergonomic shelf in Monolith Ipergres®, offers high resistance to thermal shocks from direct contact, chemical resistance to corrosive substances, abrasion resistance and antibacterial properties


The certified Sorrento biscuit hob, thanks to the clay and volcanic sand mixture and its porous structure, is capable of retaining high temperatures and releasing heat in a constant and uniform way.


Independent digital power regulation for bakingfloor and ceiling. They can easily be controlledand set by the operator and they guarantee excellent cooking results.

With Caruso®, ergonomics and functionality translate into attention to detail and the search for innovative solutions that improve the work of pizza chefs, making this oven unique in its ease of use. Caruso® is equipped with a Touch control panel 65K, easy to use which contains hyper-technological features, suitable for all cooking needs. Also the possibility of customizing the finishes of the panels and frame with contrasting colors between glossy and opaque makes the Caruso® oven suitable for any type of furniture.


Discover more on


Via dell'industria, 130

Pesaro, Italy


Demetra starts its activity in 1987 and nowadays it produces and sells its excellent and versatile food specialties all over the world.

The products are intended for the refined palate of chef, pizza chefs, pastry chefs and all operators of the Food Service Industry, who are served daily by a widespread network of distributors and sales representatives in at about 30 countries.

A story of passion that starts from the careful selection of the best and seasonal raw materials and continue via innovative technologies and methods for cooking and preserving food to guarantee high quality standard.

The last innovation is DIVA, an innovative cooking and packaging system, industrial certificate 4.0, that combines vacuum cooking with the direct injection of steam which allows to obtain products (mushrooms, artichokes, creams, sauces etc.) that keep unaltered the organoleptic characteristics of the ingredients used.

In the aim to respond to the market demands and reiterate its own daily commitment to guaranteeing the highest quality products and services as well as food safety along the whole production chain, Demetra is certified ISO 9001, ISO 22000, FSSC 22000.

The meeting point between passion and excellence is also the Demetra Food Academy, the flagship of the company, a team of chef promoters made available to the customers, distributors and sales representatives for the product technical training, the organization of gastronomic shows and the participation in trade fairs.


Via Roma, 751

Talamona (SO), Italy


Now that things are getting started again, despite some lasting uncertainty especially regarding events, Gi.Metal is extremely proud to confirm a dense calendar of appointments in coming months between sector trade fairs, events, shows and Championships, an activity which has always been part of our DNA!


The reasons why we cherish participating in sector events can be summed up as follows:

• to listen and talk to our customers and product users: this is the only way that we can compete and stay in shape to perfect our offer

• to find out the potentials of new customers, sending a positive message that human relationships are as important as business

• to improve our company identity, demonstrating hospitality, availability and openness with anyone who wants to know more about Gi.Metal


Here’s the calendar of our upcoming appointments where we’ll be showcased, both in Europe and in the USA:


• 05/24 Tuscan qualifier for the Real Neapolitan Pizza Olympics - Gi.Metal Palapizza, Montale (Find out more below)

• 05/21-24 NRA SHOW, Chicago - USA

• 05/22 TuttoPizza International Fair, Naples – Italy

• 06/13 AVPN School, Atlanta - USA

• 06/17-26 Naples Pizza Village 06/17-26, Naples – Italy

• 23-24/05 World Pizza Maker Championship, Naples Pizza Village - Italy

• 06/22-23 European Pizza & Pasta show, London - UK

• 07/3-6 Neapolitan Pizza Olympics, Naples – Italy

• 09/5-8 Fine Food, Melbourne - Australia

• 10/6-7 Brico Day, Milan - Italy

• 10/16-17 Pizza & Pasta Northeast, Atlantic City - USA


Gi.Metal was founded in 1986 from an intuition that turned out to be successful: try to apply the best of Italian technology and artisan know how to the production of pizza peels. From the idea to the project - ambitious but feasible - and from the project, the reality: two foreign distribution branches (USA and Brazil), over 1000 professional pizzeria items and just as many carts for restaurants, hotels, communities, bakeries, all with prompt delivery to our more than 2000 customers and dealers worldwide.

An organization constantly on the rise, not sparing sacrifice and fatigue, after actually visiting pizzerias and restaurants everywhere, demonstrating - and above all letting them try out – our products and traveling throughout the world taking part in all the sector trade fairs, to then go back to the company with new insights and ideas to improve the quality of our products and to make the work of the pizza maker a lot easier. 

An organization which to this day thinks, designs and produces all of its products in-house, with the Made in Italy quality guarantee.


Don’t you know Gi.Metal? Find out more

Gi.Metal, world leader in pizza peels…has its own personal Palapizza!

The Palapizza (pizza arena) is inside of our factory: A dynamic site full of Gi.Metal style, designed to welcome our customers from throughout the world, to train future pizza makers and to illustrate and test our products. The best technicians take turns managing this special pizzeria, which through the years has become a training center for pizza making apprentices, and a facility for demonstrations and refresher courses intended for professional pizza makers. This is all done in collaboration with the best training schools, that avail of the Palapizza. 

Gi.Metal has always endorsed training and study, ideas which have become reality at the Palapizza.


To keep up to date on all Gi.Metal appointments, click here


Via Croce Rossa, 1/C

Montale (PT), Italy


Thanks to his creativity, Di Marco, the inventor of the original Pinsa Romana, invented two new formats for the professional catering sector to make the real Pinsa Romana even more versatile: Puccia and Sorriso.

Puccia was inspired by the traditional bread of Salento and is easy to season thanks to its round and swollen shape and to the absence of crumb, while Sorriso has a characteristic semi-open shell shape, folded back on itself, that makes it easy to fill.

Like the classic Pinsa Romana, Puccia and Sorriso follow a slow leavening that lasts 72 hours and are hand stretched by Di Marco’s expert pinsaioli.

These Pinsa doughs do not contain additives or preservatives and they are made with ingredients that guarantee the lightness and high digestibility of the product.

In particular, the sourdough and the special mix of wheat, rice and soy flours give it an intense flavour and smell while the highly hydrated dough gives it a texture that can accommodate any seasoning and filling.

Puccia and Sorriso are ideal solutions to recreate regional, national and international recipes for the customers and to please all palates from traditional to vegan ones.

Di Marco Corrado

Via Monte Nero, 1/3

Colleverde (RM), Italy


HostMilano Tuttofood

Fiera Milano teamed up to land in North America with its two leading events to promote "world-to-world" exchange with one of the most important global markets for the industries of Food and professional hospitality: TUTTOFOOD, the B2B event for the agro-food ecosystem (from May 8 to 11, 2023 at fieramilano) and HostMilano, the main exhibition for the out-of-home sector (also at fieramilano, from October 13 to 17, 2023).

Both events have been present in these markets for several years and this spring will be involved in the region's two main B2B events dedicated to food equipment and out-of-homeThe goal is to support the business of operators in this strategic market by creating a network with trade associations and meeting companies, both as exhibitors and visitors, during the most important moments of encounter on the territory.

The relevance of HostMilano and TUTTOFOOD for North American operators is confirmed by the last two editions, attended by more than 500 top buyers and 115 exhibiting companies from the USA and Canada.


The huge numbers highlighted by data from ExportPlanning support the centrality of an event like TUTTOFOOD for the exchange with North America: altogether these two markets are worth 5.9 billion, destined to become 7.7 billion in 2025 (CAGR 6.9%).

The trade between Italy and the USA in 2021 was close to 5 billion euros (4,976 million), of which over 96% are exports from Italy for a record value of 4.8 billion. On the other hand, the trade with Canada amounted to approximately 1 billion (943 million). Once again, more than 97% is represented by Italian exports. By 2025, the two values will reach 6.4 billion for the United States, with a compound annual growth rate (CAGR) of +6.6%, and 1.3 billion for Canada (CAGR +8.3%), respectively.

As for imports, last year the value for the United States was around 182 million euros.

Also with respect to the supply chains present at HostMilano, ExportPlanning data confirm the importance of participating in order to take advantage of such an important market: in 2021 the value of bilateral flows was 653 million euros, mainly exports, and is destined to grow to 861 million in 2025, with a CAGR (compound annual growth rate) of +7.2%. In 2021, the exchange between Italy and the USA was worth almost 556 million euros, of which about 546 million were exports from Italy. According to the expectations for 2025, exports will reach 711 million euros (CAGR: +6.8%).

The exchange with Canada is more contained, with an amount of 97.7 million euros in 2021, once again referring almost entirely to flows from Italy. Over the next four years, exports will exceed 143 million euros (CAGR: +10.1%). The overall exchange with respect to the supply chains represented by both events has a current value of more than 6,550 million euros, which will reach more than 8,560 million in 2025. A great opportunity for business development, at a time in which uncertainties at international level require operators to reposition themselves on increasingly solid and stable markets.

TUTTOFOOD 2021 will take place at fieramilano from May 8 to 11, 2023. HostMilano will be held at fieramilano from October 13 to 17, 2023.


MAM forni is a well know company specialized in ovens for Pizza. "We are an Italian company that still produces high quality ovens for pizza fully in Modena (Italy) from the 1960s. Our artisans are specialized in refractory cement and our brand acquired prestige through the time thanks to the world of mouth of our satisfied clients all around Italy and the world.

Our wide catalogue includes traditional wood ovens, rotating combined gas and wood ovens and the newest electric models that combine performance and time saving. Alongside tradition, we keep an eye on the newest technology optional on the market, such as the fully integrated touch screen panel control internally developed".

MAM is also very active all around the world. "We are currently supplying in all the continents.
Our products are distinctive for their quality materials and the attention to the performance. Aesthetically pleasing and fully customizable to fulfill every need our clients might have.

We adapt the highest quality to the necessity of all the clients, taking into consideration the design of their location and the effect they want to reach. We tailor the oven to help them improving their business and we take great pride in their successful stories".

MAM forni

Via Cecco Angiolieri, 28

Modena, Italy


Following the recent acquisition of the brand Molino San Francesco and the APW advanced training school, Molino Naldoni has now a team of over 60 professional pizza makers in Italy and abroad. Thanks to the international network of Acrobatic Pizza World technicians, Molino Naldoni is even more present on the market alongside customers and distributors for consultations, demonstrations and the study of new customized recipes.

Among the excellence of "Made In Italy", Molino Naldoni can boast the Italian origin of over 85% of processed wheat, 38% of which comes from Emilia Romagna, the home region of the Naldoni family, making the link with their land one of the company's founding values.
This is why over the years the brands "Italica® 100% Italian grains" and "Le Farine del Passatore®" were born. The last one in particular identifies zero mile flour from Romagna, certified UNI EN ISO 22005.
Molino Naldoni since 1705, more than 3 centuries of milling.

For any information and consultancy in Europe and worldwide, please contact Molino Naldoni by filling in the form on website:

Molino Naldoni

Via Pana, 156

Faenza (RA), Italy


The wiser it grows, the greener it gets: Zanolli will celebrate its 70th anniversary by moving towards an ever more sustainable future.


One of the reasons why Zanolli is widely appreciated worldwide is precisely because, since the very inception of its activity, the company dedicated special care to all engineering and construction details that ensure minimum waste, lowest consumption and maximum productivity.  


Any oven made in Zanolli reflects this far-sightedness as it respects the criteria of good insulation, recyclability of components, low emissions, energy-saving control panels, optimization of cooking processes. 

In addition to that, Zanolli has built up throughout the years a consistent body of knowledge related to consumption reduction, available to whoever consults the company’s technicians and the online Blog


Little wonder then that the new production venue Zanolli is about to move to was also conceived following environmentally friendly guidelines (such as the use of photovoltaic panels, low-consumption LED lighting) and lean production standards to optimize the manufacturing process and reduce its footprint. 


The Company’s commitment to 360° sustainability is not only a core value, but also a guarantee of healthy business for the professionals who choose Zanolli ovens. Since 1952.

Zanolli Forni

Via Casa Quindici, 22

Verona, Italy


The Pizza World Championship was held in Rome on 25 and 26 April 2022, in the multifunctional exhibition space of Rome Food Excel. Professionals from all over the world gathered in the capital to challenge each other in the 8 competition categories proposed in the two days of competition.

Distinguishing and point out skills was not easy in a context that brought together professional pizza makers who came from all over the world. The event was a meeting place and synergy between the major international players in the food and wine sector and the best professionals who presented themselves to the jury with their best pizzas.

The new World Champions were therefore awarded, one for each competition category. In addition, new and innovative special prizes were awarded such as the "Pizza in rosa" for the woman who obtained the highest score in one of the competitions, the "Emerging Pizzachef" to the under 30 with the absolute highest score in any of the competitions and the "King of pizze romane" to the pizza chef who obtained the best overall result in the sum of the scores of the three Roman pizza competitions.

Below the podiums of each competition and the 3 Special Prizes:

1st place: Mauro Alba 957 points
2nd place: Massimo Leone 932 points
3rd place: Hubert Przybylak 907 points


1st place: Leandro Mastromatteo 902 points
2nd place: Domenico Cuscunà 890 points
3rd place: Gianluca Lamberti 889 points

1st place: Gianluca Piersanti 909 points
2nd place: Cristian Tolu 882 points
3rd place: Valentino Rotaru 878 points

1st place: Emanuel Facchin 919 points

2nd place: Fabrizio Di Leginio 879 points
3rd place: Sebastiano Parentignoti 860 points

1st place: Rosario Simeoli 833 points
1st place: Cristian Tolu 833 points
2nd place: Aldo Brancato 830 points
3rd place: Antonio Saviana 822 points

1st place: Marco Amicone + Alfiero Falasca 871 points
2nd place: Andrea Di Paolo + Stefano Bruncardo 833 points
3rd place: Gianluca Sozubir + Corrado Bombaci 772 points

1st place: Federica Samarani 902 points
2nd place: Corrado Bombaci 866 points
3rd place: Davide Samarani 852 points

1st place: Nicodemo Arnoni 850 points
2nd place: Corrado Bombaci 845 points
3rd place: Andrea De Stefano 828 points

Pizza in rosa: Federica Samarani

Emerging pizza chef: Massimo Leone

King of Pizze romane: Cristian Tolu

CIBUS 2022

The 21st edition of Cibus, the international exhibition of the agri- food sector organized by Fiere di Parma and Federalimentare, opened today. The event was launched by Stefano Patuanelli, Minister of Agriculture, Food and Forestry Policies and by Manlio Di Stefano, Undersecretary of State at the Ministry of Foreign Affairs and International Cooperation, and was also attended by Carlo Ferro, President of the Italian Trade Agency, Stefano Bonaccini, President of the Emilia- Romagna Regional Authority, and other representatives of the economic and political world.

“We open Cibus with a fair amount of optimism about 2022 – said Patuanelli - We are excited to be back in person to show the Italian agri-food sector to the world, after exports last year reached a record high of 52 billion euros. I would like to add that the first few months of this year are not lagging behind. Of course there are problems, due partly to the conflict in Ukraine and the increase in costs, particularly of energy. The government is doing everything needed on the domestic side to support all production sectors and it is important for the EU to maintain the determination to be united and act together which characterized the way in which we faced the pandemic".

According to Di Stefano, "Cibus is the main trade fair dedicated to the agri-food sector and as such it offers a key opportunity to relaunch the sector's exports in these particularly complex economic times, when we are feeling the effects of the war, of the pandemic, of the upheaval in the logistics chains and now also of problems with the supply of raw materials".

"The food industry has shown resilience during the pandemic: it never stopped producing, working and giving work, it forged a new awareness of the importance of the sector” - pointed out Antonio Cellie, Managing Director of Fiere di Parma during the conference - “and it revealed once and for all an inclusive industry with deep ties to its local area, made up of entrepreneurs who focus on quality and not on quantity and are personally, running businesses linked to their own identity and their own names".

In a speech at the Federalimentare assembly, President Ivano Vacondio said: "It may seem strange to be here at Cibus celebrating the Made in Italy food&beverage sector, considering the challenging international context and the troubling consequences for Italy. But I believe that this event is extremely important not despite the situation we are experiencing but precisely because of what is currently happening. Cibus gives us the opportunity to reflect on key issues: first the pandemic and now the war have forced us to confront the vulnerability of our food system. It will therefore be important to start thinking about a new model of food diplomacy to be pursued with a dual objective: feeding the planet and providing social stability to nations".

Carlo Bonomi, President of Confindustria, also spoke at the Federalimentare assembly, where he announced a project in support of the Ukrainian people, namely two canteens for refugees, an initiative set up by Fondazione Fiera Milano, Fiere di Parma and Federalimentare.

Various conferences and events were held during the first day of Cibus. The Beer of the Year competition, organized by Unionbirrai (the association of small craft breweries), awarded first prize to the Lazio brewery RITUAL LAB, while Lombardy placed first as the region with the most awarded breweries.

Reducing food waste: this is the challenge of the next few years that involves consumers as well as food industries, the food service sector and Large Retail. While food waste by Italian families saw a reduction in 2020 due to the Covid emergency, in 2021 it rose again, and experts expect this trend to continue in 2022. This was the topic of the conference "The only rich dish is the one that does not waste - New life for leftover food waste and the fight against waste" organized by Economy Group. The conference was attended, among others, by the President of Federdistribuzione, Ettore Frausin, and the President of Banco Alimentare, Giovanni Bruno.


Demetra Wiberg

Demetra starts its activity in 1987 and nowadays it produces and sells its excellent and versatile food specialties all over the world.

The products are intended for the refined palate of chef, pizza chefs, pastry chefs and all operators of the Food Service Industry, who are served daily by a widespread network of distributors and sales representatives in at about 30 countries.

A story of passion that starts from the careful selection of the best and seasonal raw materials and continue via innovative technologies and methods for cooking and preserving food to guarantee high quality standard.

The last innovation is DIVA, an innovative cooking and packaging system, industrial certificate 4.0, that combines vacuum cooking with the direct injection of steam which allows to obtain products (mushrooms, artichokes, creams, sauces etc.) that keep unaltered the organoleptic characteristics of the ingredients used.

In the aim to respond to the market demands and reiterate its own daily commitment to guaranteeing the highest quality products and services as well as food safety along the whole production chain, Demetra is certified ISO 9001, ISO 22000, FSSC 22000.

The meeting point between passion and excellence is also the Demetra Food Academy, the flagship of the company, a team of chef promoters made available to the customers, distributors and sales representatives for the product technical training, the organization of gastronomic shows and the participation in trade fairs.


Via Roma, 751

Talamona (SO), Italy


Credits: Ilenia Virno

Raffaele Di Stasio, known to his friends as Lello, is a 31-year-old Neapolitan pizza maker.

Di Stasio has been working as a pizzaiolo for about 15 years, getting his start as a teen, bringing his energy to various pizzerias in Naples.

He has continued to bring that same energy to all his professional experiences, throughout Italy. For about 6 years, Di Stasio worked at the Rossopomodoro chain, where he grew a lot professionally.

In 2017 he set out on a new adventure, opening Verace Assaje, his own pizzeria in Bovisio Masciago, followed by a second venue in Desio and a third in Lissone 2 years later. No matter what challenges came his way, Di Stasio has never stopped.

2021 was a fantastic year for Di Stasio, winning the Pizza Talent Show and the cup of cups: Master Pizza Champion, the talent show dedicated to pizza that he says was a dream come true.

Di Stasio loves to innovate, creating unique and inimitable dishes from simple ingredients. He specialises in all types of pizza, especially contemporary takes on the classics and crispy Neapolitan pizza. I get so excited when I create new recipes and use them in pizzas.

‘Strength, sacrifice and dedication are the only path to great results', says Di Stasio. When challenges arise, you have to have the strength to continue. His motto? ‘He who hesitates is lost.’

Pizzeria Verace Assale

Corso Milano, 88

Bovisio Masciago (MB), Italy

Via San Rocco, 46

Lissone (MB), Italy


Courtesy of ICE Tokyo

What’s the Japanese market like with regard to Made in Italy products (in particular food and agriculture products and restaurant and hospitality equipment)?

 Italian food and wine products are quite renowned and appreciated by people in Japan, who approach Italian products with curiosity but also with respect, which is part of the local culture. During the economic boom of the 1990s, the Japanese literally 'discovered' Italy. Since then, the allure of Made-in-Italy products has become deeply rooted in the lives of Japanese people, who truly adore our country. Generally, Italian products are quite expensive. 

Retail prices are approximately three times higher than in Italy. Handcrafted or niche products, which are not cheap even in the Bel Paese, fall into the luxury category in Japan. Supermarkets, on the other hand, try to keep price points low by importing more industrial products. 


How many Italian restaurants/pizzerias are there in Japan? What are the latest trends in the industry?

There are lots of Italian restaurants all over the country and they are quite popular with Japanese diners. It’s no exaggeration to say that, among Western cuisines, Italian food is among the most appreciated and widespread. In Japan, there’s even a national association of professional chefs specialising in Italian cuisine, ACCI (Associazione Cuochi Cucina Italiana), which is made up of about 250 chefs and 110 companies/organisations. the Italian Trade Agency (ITA) routinely collaborates with ACCI and other Japanese organisations to promote Italian food and wine. 

Among casual dining restaurant chains, Saizeriya, which specialises in Italian cuisine, is quite popular. The main challenge faced by Saizeriya is keeping prices low, which it does by importing ingredients directly from Italy, in order to remain competitive while staying true the Italian character of its dishes.

Actually, the popularity of Italian cuisine in Japan is growing in part thanks to companies such as Saizeriya. 


What are the most popular made-in-Italy product categories in Japan?

Figures from Japan's Ministry of Finance for the year 2021 show that Italian food and wine imports, which amount to 118 billion yen, are up 12.9% year over year, exceeding pre-pandemic levels. Some products, such as wine, have suffered more due to restaurant, bar and hotel closures, but are now showing encouraging signs of recovery.

What impact has the pandemic had on restaurants and bars in Japan?

The total turnover of 2020 in the restaurant industry contracted by 15% compared to 2019. The losses reported by pubs and izakayas have been considerable because, as part of the measures taken to limit the spread of Covid-19, the Japanese government reduced opening hours and banned the serving of alcoholic beverages in restaurants. As the months passed, many restaurants began to offer take-away options to reduce their losses. Today, they have to comply with health and safety measures such as limiting the number of place settings, ensuring sanitisation systems, temperature control, enforcing mask mandates, etc.

What are Italian institutions, and the Italian Trade Agency in particular, doing to deal with the problems caused by Covid-19?

ITA reacted quickly, in concert with Italian institutions, to implement various tools to support Italian exports right from the early months of the Covid-19 pandemic.

Promotion and assistance never stopped, even offering such services free of charge, and we tried to reshape those activities to adapt them to the new normal. For example: phygital initiatives in which Italian companies sent samples of their products to local businesses, allowing them to be tasted while simultaneously interacting with the producers, who were in Italy.

During the main trade fairs, Italian companies participated through their local representatives.

The pandemic, whose European epicentre was in Italy, hit the nation's identity hard. With the aim of restoring a more accurate image of Italian-made products to international markets, the Ministry of Foreign Affairs and International Cooperation and ITA have launched 'Italy is simply extraordinary: beIT'.

This unique nation branding campaign tells the story of Italy in an original way through the ‘values' that identify it: creativity, passion, tradition, style, innovation and variety.

What initiatives/events are being organised by ITA Japan to promote made-in-Italy goods?

The 47th edition of Foodex Japan, which Italy has had a presence at for over 30 years, will take place from 8 to 11 March. Then, eagerly awaited by both Italian companies and specialist importers, the 8th edition of Borsa Vini, a workshop with tastings and B2B networking, will be held this autumn.

In the large-scale retail sector, an agreement was signed between ITA and Seicomart, an important chain of convenience stores that is widespread in Hokkaido, a region in the north of Japan, with about 1,200 points of sale. Seicomart currently stocks 40 products made by Italian companies, which are not only sold on their own, but also used as ingredients in bento boxes—in this case also based on Italian products, sold at the in-shop food counters. 

Another much-awaited event for Japanese consumers will take place in November: Italian Cuisine Week, an annual programme of events dedicated to Italian gastronomy and its food and wine culture. The event was launched in 2016 by the Ministry of Foreign Affairs and International Cooperation and is coordinated in various countries by the embassies and ITA, ENIT (the Italian Government Tourist Board), Italian Chambers of Commerce Abroad, and various Italian Cultural Institutes. 




Francesco Martucci is the founder of I Masanielli in Caserta, Italy, a pizzeria which has reached the top of several rankings, confirming the prestige of the business and its owner.

One step at a time, with enthusiasm and dedication, Martucci began his career in the industry washing dishes at his uncle's restaurant.

Once he was a little bit older, he switched to putting takeaway pizzas in boxes. At the age of 14, he started to work the oven, gaining the skills and experience he needed to open his own business at the age of just 21.

All that he has today is the result of incredible sacrifice.

The sacrifices of a boy who made his own pizza, the sacrifices that come with years of working one’s way up the latter, achieving each goal one step at a time.

‘Pizzaiolos aren’t made just like that... I’m there tossing pizza day in and day out’.


The life of a pizza chef is definitely a life of sacrifice, one in which dedication to others comes first. In a certain sense, it even involves putting yourself aside for others, going so far as to become one with what you do, putting everything on the line to do what you really love.

Awareness of all this may just be the key ingredient in the recipe of success. Martucci's pizza abounds with character, an identity that contains the personality of the man behind it and a respectful sense of belonging.

Martucci’s story is influenced by everything he experiences, all that he eats, his travels, trials and errors, even his emotions. His pizza takes shape only after trying, venting, growing angry and getting his children involved. Martucci’s pizza is science, but with heart.

He got his start thanks to his family, with early childhood experiments and a long period cutting his teeth. That’s also how he began investigating ingredients and dough: with precise measurements and a lot of heart. Being a good pizzaiolo has to be in your DNA, and Martucci not only had it, he put it into practice.
Happy with the results he was getting at the first pizzeria, Martucci began to gain recognition in the field, which then prompted him to take a qualitative leap. 
The first venue, with 70 place settings, was a dream come true, not only in terms of business. A 320 m2kitchen, where every last centimetre is dedicated to studying and transforming the extraordinary ingredients that Martucci has the honour of using, certainly doesn’t hurt. 

The attention to detail in his restaurant comes from personal experience and direct contact with customers, which Martucci has upheld over the years.

Everything he’s done, wherever he’s been in life, has made him what he is today and has influenced every last choice. But, Martucci has always kept his focus on the pivotal objective of his entire career, the reason why he gets up every morning and continues to come up with new recipes: to thrill and excite his clientele.

I Masanielli

Viale Giulio Douhet, 11

Caserta (CE), Italy


Master Pizza Champion, the world's first and only televised competition showcasing the talent of professional pizza makers, is back again this year.
Master Pizza Champion is the first and only televised talent show dedicated to pizza, created in 2013 by Enrico Famà. Back then (and still today), chefs were cropping up everywhere: on television, in adverts and programmes, even making cameos and guest appearances. Famà decided it was time to shine the spotlight on other players in the industry by creating a large-scale range of content.

And pizza? Why was one of Italy's most beloved dishes missing? After all, pizza was and still is worth at least 50% of the national restaurant industry's turnover. Before our eyes, cooks were transformed into chefs. There was a change in the way people see culinary professionals and schools, and even cookery courses, which were given new emphasis.

But what about pizza makers? In the collective imagination, pizzaiolos were (and still remain) a subordinate figure, a ‘step down’ from chefs.

A low-to-medium level employee, seen as someone who had chosen their job simply to avoid having to earn a qualification. Someone looking for easy work. Pizzaiolos were once thought of as little more than a white t-shirt, apron, hat and quick hands.

But Famà, who has always been a revolutionary in the pizza world, even having founded the world’s first pizzaiolo school, knew better. In fact, over the last 30 years (thanks in part to his work as an educator), pizza makers and the whole related movement have changed and grown considerably.

Today, pizzaiolos are seen as professionals thanks to changes in the way this job is approached.

Like all professionals, pizza makers are on the move, interested in techniques, studying their craft, innovation, and training and refresher courses.

They participate in events and competitions, and are always seeing how they measure up to their peers for valuable interactions that ultimately lead to growth.

Master Pizza Champion was created for the very same reasons: to give the general public a new understanding of modern pizza makers as qualified, skilled and enterprising.

Finally, we now are seeing professional pizza chefs who try their hand at the art of baking, working with various types of dough and venturing into pastries, producing large leavened products, preparing and offering their own baked goods with distinct characteristics that differentiate them from their colleagues.


Today pizzaiolos are even stars on social media, well aware that communication with their audience is essential, letting people know who they are and what they do, revealing behind-the-scenes dedication and the passion and care that goes into every dish.

The world of pizza has changed considerably over the years.

Today's professionals are comfortable in front of a camera and behind a microphone, no longer solitary characters relegated to the oven or kitchen without any contact with the public.

Parallel with these advances, Master Pizza Champion has been updated and renewed every year to ensure a fresh experience for its participants. 

The success of Master Pizza Champion was yet another gamble won by Famà, though not the only one.

The organisation and buzz created around the show were made possible thanks to a unified vision that, since 2013, has been shared by a number of companies, the first to support and play a key role in the project.

Master Pizza Champion


We have seen how sustainability plays an important role in today's catering and how the philosophy of "zero-waste" and reuse is gaining ground among food companies, not only for the need to eat healthier foods, but also as a response to changes due to the pandemic. More attention to healthy cooking, therefore, in 2022. Not only that: healthier, increased quality, more ethical. According to new studies, the food protagonist of 2022 will be sustainable both in terms of the environment and - and above all - for personal well-being. And products also seem to be coming from Asia and Africa.

There is room for new food trends that are expected to be a great hit in 2022, capturing more and more followers. Among the new eating habits that affect consumers but also restaurateurs, there is urban agriculture, consisting of sustainable and natural crops, also produced at home with various types of crops.

And then regenerative agriculture in 2022 will focus to a greater extent on cereals, grown with processes that can enrich the soil, rather than impoverish it as often happens with other agricultural techniques. Speaking of meat, in 2022 the will be a decrease in consumption, but with higher quality. Today's consumer is increasingly evaluative and aware of what it assimilates.

Our health, not just the environment, benefits from the intake of proteins from animals raised in an ethical way. 

Living better, having a varied, balanced diet that respects our needs has become an indispensable priority. So, green light for fresh and seasonal foods, but also for special diets, such as vegetarian or vegan diets and the latest food movements born in recent years but still considered niche. However, following an ad hoc meal plan can often become difficult.

Over the years, services have been generated that create ad hoc menus for the consumer and, thanks to the delivery service, it is possible to receive personalised and healthy menus directly at home to lose weight or eat vegetarian. In general, they are menus designed to satisfy any personal need, based on ones preferences. 

But the 2022 catering will not be just good food and new cuisine: another trend of the new year concerns drinks. Attention to the healthiness of one's consumption choices, in fact, has also led to the growth of drinks and cocktails with a reduced alcohol content. 
It was beers and cocktails that started this trend, but now it seems that wine too has embarked on the road towards an alcohol free world. Several wineries have started producing non-alcoholic wines and the market seems to be responding well. But only time will tell. And the wine purists, that don't appreciate a product without alcohol. 

Mocktails, i.e. alcohol-free cocktails, have become one of the most attractive inclinations of the year, a sign of how modern consumers have become more sensitive to health in the beverage sector as well.

In fact, it seems that the new generations, the Gen Z, consume this type of cocktail; an encouraging sign if you think about the impact that alcohol has on the body and the catastrophic effects that often - unfortunately - result in young people who have abused alcohol. A positive fact that also highlights the importance of more informed choices by young people.