On the occasion of IDDBA 2026 and the Summer Fancy Food Show, two of the leading events for the food & beverage industry in the United States, we supported Veroni, the historic Emilia-Romagna-based charcuterie producer and a leading brand in the U.S. pre-sliced charcuterie market, in developing a media relations and communications strategy aimed at enhancing the brand’s presence at both trade shows and supporting the launch of a new product.
June represents one of the most significant periods for the U.S. food industry, thanks to two key events for the sector: IDDBA, dedicated to the deli and retail markets, and the Summer Fancy Food Show, North America’s leading event for speciality food and beverage products.
For international brands such as Veroni, these events represent a valuable opportunity to strengthen their market presence, showcase new products, and engage with buyers, distributors, journalists, and industry stakeholders.
To enhance Veroni’s participation in both exhibitions, we developed a communication strategy built around a growing trend in the U.S. market: the rising popularity of the Italian aperitivo, increasingly perceived not only as a moment of social connection, but also as a new consumption occasion and, more frequently, as a casual alternative to dinner.
This insight became the foundation for the storytelling behind the new “Salumi & Focaccia Kit”, a product designed to meet evolving consumer habits while bringing the authentic Italian aperitivo experience to the American market.
The media relations strategy was supported by targeted engagement with journalists and influencers attending the trade shows, with the aim of creating a compelling narrative capable of capturing the attention of industry media and further strengthening Veroni’s brand positioning.
The launch of the “Salumi & Focaccia Kit” gained visibility across leading U.S. trade publications, including The National Provisioner, Deli Market News, Nosh, Perishable News, Meat+Poultry, Snack Food & Wholesale Bakery, Deli Business, and Today’s Grocer, helping reinforce Veroni’s media presence in a highly competitive market.
This project demonstrates how an international media relations strategy, built on market insights and consumer trends, can transform a product launch into a storytelling opportunity capable of generating visibility, engagement, and brand authority.
Through a targeted communication approach, we contributed to strengthening Veroni’s positioning as an ambassador of the authentic Italian aperitivo in the United States, demonstrating how strategic storytelling can enhance the value of Made in Italy products while creating meaningful connections with new audiences and consumers.
