Sicily is preparing to make its food and agricultural excellence increasingly visible in the United States through a new long-term partnership connecting the island directly with one of the most important specialty food markets in the world.
On September 22, 2026, the Sicilian Regional Government, the Specialty Food Association and Universal Marketing signed an institutional memorandum of understanding in New York. The agreement was finalized at Piazza Italia, Universal Marketing’s headquarters in Times Square.
Rather than focusing on a single trade show, the partnership establishes a multi-year strategy for Sicily’s participation in upcoming Fancy Food Show editions. The goal is to create a more structured and continuous presence for Sicilian food companies in the American market.
The agreement will support regional group exhibitions while combining trade show participation with promotional, commercial and communication initiatives. Sicilian producers will therefore have additional opportunities to introduce their products, develop business contacts and strengthen relationships with American buyers, distributors and food professionals.
The initiative builds on an already significant presence. Sicily participated in the 2026 Summer Fancy Food Show in New York, held June 28–30, as part of the Region’s international promotional program. The new partnership is designed to transform individual appearances into a coordinated long-term strategy.
Universal Marketing will play a central role in that process as the Specialty Food Association’s exclusive representative for Italy. The Specialty Food Association, meanwhile, provides access to an organization deeply connected to the U.S. specialty food industry and the Fancy Food Shows.
For Sicily, the agreement offers an important platform for products whose identities are closely connected to the island – from olive oil, pasta and preserves to confectionery, cheeses and other specialties.
The broader objective is clear: helping Sicilian companies move beyond occasional international showcases and build lasting commercial visibility in the United States. With coordinated planning across multiple Fancy Food Show editions, Sicily is positioning its extraordinary food heritage not only as a symbol of tradition, but as a competitive asset for future growth in the American market.
