Dialogue seeks direct inroads into Italian market for Vietnamese produce

The event, co-organized by the Vietnam Trade Office in Italy, the Italy-Vietnam Chamber of Commerce (CCIV), AIC, and the Vietnam Pepper and Spice Association (VPSA), comes as the Strategic Partnership between Vietnam and Italy develops strongly and comprehensively, with economic and trade ties serving as a key pillar.

Vietnam is currently Italy's largest trading partner within ASEAN, while Italy represents Vietnam's third-largest trading partner in the European Union (EU). Two-way trade turnover over the nine month period of 2026 reached approximately US$5.9 billion, up 8.8% year-on-year. Within this broader trade picture, agricultural products, particularly pepper, cashew nuts, coffee, cinnamon, star anise, and spices, continue to play a strategic role as a sustainable bright spot connecting the two economies.

Italy imports between 3,800 and 5,000 tonnes of pepper annually, with Jan-July 2026 figures showing Vietnam maintaining its position as the top supplier with 662 tonnes, capturing a 23.6% market share.

However, this represents a decline compared to the same period last year. Beyond a general market slowdown across Europe, the decrease stems from Italian enterprises increasingly buying through intermediaries in Germany and the Netherlands rather than purchasing directly from Vietnam.

Speaking to the media in Rome, VPSA President Hoang Thi Lien noted that this trend poses a challenge for Vietnamese businesses, compelling them to seek direct channels to shorten trade promotion, marketing, and brand refreshing in Italy. She emphasized that while Italy is a demanding market, successfully gaining a foothold there will serve as leverage for Vietnamese firms to expand into other markets.

Delegates at the dialogue agreed that strict compliance with food safety standards, sustainable development, and transparency are vital factors for deeper penetration into Italy's food processing and retail channels.

AIC Secretary Marco Mabritto highlighted the complementary nature of the two economies and stressed that mutual understanding at this juncture is crucial. Furthermore, sustainability must ensure full respect and certification for workers across the agri-food supply chain in both nations.

Sharing the view on building sustainable connections, CCIV President Pham Van Hong said that the primary barrier for Vietnamese enterprises is neither technology nor capital. Instead, firms must better understand the Italian market through two key concepts: "trust" and the "rules of the game", essential prerequisites for the Vietnam Trade Office and CCIV to provide effective support.

Pham Thi Van Thanh, First Secretary of the Vietnam Trade Office in Italy, affirmed that Vietnam's agricultural sector is shifting strongly from raw exports to deep processing, while standardizing cultivation zones and GPS tracking to comply with strict regulations such as the EU Deforestation Regulation (EUDR).

The Vietnam Trade Office representative pledged to work closely with VPSA and CCIV to help businesses verify partners and advise on contracts to mitigate legal risks.

Proactive efforts by Vietnamese firms to guarantee standardized supply, combined with Italy's processing technology and brand development capabilities, will be key to optimizing incentives from the EU-Vietnam Free Trade Agreement (EVFTA) and securing a firm foothold for Vietnamese produce in Southern Europe.

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