Ep. 2502 Matteo Zoppas of the Italian Trade Agency | On the Road with Stevie Kim

I've heard you more than once say that the key to success of an event like this is to putting the right producers in front of the right bias. How is Ita working concretely to support the companies in trying to create this matching business. Listen, it's very easy. If you have a client, an importer or distributor that wants a prosseco and you bring a a key producer you will never have a matching on the business. So we really need to make, a prework on the selection of not the best because there is not best of words, but the right buyer for the right producer. Welcome to another episode of On the Road Edition, hosted by Stevie Kim. Each week, Stevie travels to incredible wine destinations interviewing some of the Italian wine scene's most interesting finalities, talking about wines, the foods, as well as the incredible travel destinations. Hello. My name's Stevie Kim, and welcome to the Italian wine podcast on the road edition. For the second time in a row, we're in Chicago, Vinichally USA, Chicago edition, for the second year in a row. And for the second year in a row, I'm here with the president of Ita Italian trade agency. Matteo Zophas. Hello. Mister president. Hello. Hello. How are you? How are you feeling? I'm, excited for this exhibition that seems to be very crowded and very energetic today. So let's start from the beginning. I mean, we have our discussion from last year as a base, but can you briefly explain what Ita's role in supporting Italian wine abroad, particularly for the US market. I think that, aside all the activities that we are doing in, United States and all the countries and all the cities. This event here is, our flagship in the United States. We started this, project and this journey together with, Verona Fierge and, Camerico Mercro, the Italian chamber of commerce in Chicago. They had, like, a boutique show And, we literally jumped it on this, project they had, and we started to build up an important international show, which is now in Italy USA, and we did it by inviting and connecting with important producers and important buyers, influencers, stakeholders of this market. And we started also to bring onboard some foreign markets, clients, like Mexico, like, Canada, like, other countries nearby. And, we reached an important momentum now because we have two hundred and fifty expositors. And roughly a hundred strategic buyers that we bring here. But, of course, there are also client that comes by themselves like restaurant hotels, or restaurant chains, hotel chains, independence, or, especially importers, distributors and all the real player of this market. In particular, in this moment, that, United States are going through an important, criticality, which is the tariffs, period. The this moment is, very critical, and, the United States market for the media, Italy needs to improve the presence of what we are doing. So this project comes on the right time, on the right moment, and, we are pushing very much in order to in some way, compensate any criticality or negativity that can come from the tariffs. So I've heard you more than once say that the key to success of an event like this is to putting the right producers in front of the right bias. Right? You keep on saying that. That's like your motto. Right? So how is Ita working concretely with Verona Fierge and broader Italian Sistema, the famous Sistema Paisse, okay, to support the companies in trying to create this matching business. Listen, it's very easy. If you have a client, an importer or distributor that wants a Proseco and you bring a a Kianti producer, you will never have a matching on the business. So we really need to make, a prework on the selection of not the best because there is not best of work, but the right buyer for the right producer. So the work that we do together with the Verona Fierge in Italy, the offices of each ETA Italian trading agency to prepare the matching between, selected, producers and, clients, that is, an engine that, has a different gear than if you approach this kind of, shows without a preparation process. So it's very important what we do. And not only, we also have to prepare an interesting field for both of them. So, Steve, your program here, just to make an example, and which is the main example on, what you're doing to get people more interested, on a buyer to the producers and producers to the buyers with your master classes and, all the parallel activities that are done here, they are another engine to put, like, sorry for the term, but to put a tour book on the results of the show. In addition, because we are Italian trade agencies, so we are responsible for the promotion and the development of the made in Italy. And you know that, each and every company that, become internationalized, start a path with the first step, we have been together with you and they're on a field, selecting some startups, so young companies that need to be brought abroad and to be put in touch with the right, potential clients. So this is something that, is, very valuable because it could have a very important return on investment that we we do. So I really appreciate the way we are, turning the kind of work into a more effective and alternative way of working, toward the results. So, you know, I have actually a question for you. We have this new logo opportunity. Actually, it's opportune Italy. Okay? Driving business growth with Italian excellence. What is that all about? It's new. Right? This is this is brand new. It is also something about, doing some business matching. So it's a project where, with the Italian trade agents see, we promote, and we sustain all the activities that are, creating, some leads to potential clients through and from, the producer that want to be put in touch with those clients. So we are pushing on this is a project which is, pushed, and, it was, wanted by the ministry of, foreign affairs. And, and we are working to develop this, network that we have to work. Okay. So, I mean, we did Vineetri USA two thousand twenty four. This is the second edition. Looking ahead to two thousand twenty six, what are Italian trade agencies main strategies to further support internationalization of what you've talked good about, right, made in Italy, in America. You know, every time you do something, if you do some mistakes or if you see more opportunities, you always try to grow, and this is what we want to do together with Veronica eventually with the Italian chamber of commerce. And, I think that what is very important is to put, this show very close in time and in maybe also in, as a place with, one spectator, but what I think is important is that, we take advantage of, moments where our main producers are here because they are our door openers Yeah. For us because, when you have very strong names and strong brands, you get that tension from the buyers and from the stakeholders for this, category this, world. And, we need to take advantage of that to bring, all the rest of the containers of the wires that wants to come. And, in order to have the intention of the best buyers and the best, importers, the distributors, journalists, all the, we call operators that are, or, game changers, decision maker and takers, of this world that, can make the difference, with, a small and medium vineyards and continue and label because, we need to be the infrastructure for the development of, the wine business abroad. So before we close, what message would you like to share with Italian wine producers who are looking at United States because now, I mean, it it it's quite challenging these times. Right? So what message would you like to give them when they are approaching this American market? Well, I don't have to say anything to who's already trying to go abroad, but, I can tell to the small and medium companies that, ita, italia trained Agency. Has a lot of, instruments, and, can be an infrastructure to grow abroad together with the the rest of, what's