Christian De Conti, President at Quanta
I recently caught up with Luca Bertozzi of Group MRA, a trusted partner and seasoned expert in helping Italian food and beverage companies succeed in the U.S. market. With over 40 years of experience bridging Italian brands and American consumers, Luca shared valuable insights on what it really takes to grow in this complex landscape — from compliance to distribution, storytelling, and team building.
Below is his perspective on the key challenges and success factors every Italian F&B brand should consider when entering the U.S. market.
Luca Bertozzi, CEO at Group MRA
Bringing your Italian food brand to the United States is an exciting opportunity — but also a significant leap. The U.S. is one of the most competitive, fast-moving, and complex markets in the world. At Group MRA, we’ve spent over 40 years helping Italian companies not just enter, but grow successfully in the U.S. And here’s what we’ve learned: having a great product is essential, but it’s not enough.
To truly succeed, you need a structured, market-specific strategy — and the right partners by your side. Let me walk you through the five key challenges we most often see Italian F&B brands face, and how we support them in turning those challenges into growth opportunities.
1. Regulations: Get Them Right from the Start
U.S. regulations are tough — and unforgiving. Between FDA and USDA rules, FSVP requirements, customs documentation, labeling compliance, and even state-specific mandates, there’s a complex maze to navigate. Many Italian exporters underestimate just how detailed these requirements are, and a single misstep can result in costly delays, rejected shipments, or worse — blacklisting at the port.
That’s why regulatory planning must start at the very beginning. We help our clients adapt their labels, update nutritional panels, prepare ingredient disclosures, and ensure all documentation is airtight before products leave Italy. Taking the time to get compliance right from the start accelerates your time to market and avoids expensive surprises.
2. Tell a Story That Resonates
“Made in Italy” is a powerful mark of quality — but in the U.S., it’s just a starting point. American consumers are curious, brand-aware, and driven by emotional connection. They want to understand who you are, what your product stands for, and why it matters to them. Authenticity is essential, but it must be communicated in a way that’s relevant to a U.S. audience.
This is where many Italian brands fall short. Messaging, packaging, and positioning often need to be rethought — not to change the soul of the brand, but to express it more clearly in the American cultural context. We support brands in telling a story that captures the essence of Italy while also engaging consumers where they are. From packaging redesigns to targeted marketing campaigns, we help build visibility, drive trial, and create real brand loyalty.
3. Build a Strong Distribution Game
The size and logistics of the U.S. are unlike anything most Italian companies have dealt with. Managing freight from Italy, clearing customs, identifying warehouse locations near key markets, and building reliable distribution to ensure shelf presence from coast to coast is no small feat. Add to this the need to protect product freshness and profitability, and logistics quickly become a make-or-break issue.
We coordinate end-to-end logistics and distribution through trusted U.S. partners — managing every link in the chain. This includes optimized freight solutions, storage near major retail hubs, and reliable last-mile delivery. But it’s not just about moving product — it’s about doing so efficiently, predictably, and in a way that supports scalable growth.
4. Operate Locally or Fall Behind
Trying to manage your U.S. business remotely from Italy is a critical mistake. Without local presence, you lose visibility, responsiveness, and control. You miss opportunities, delay decisions, and risk damaging relationships with buyers, brokers, and partners who expect local accountability.
That’s why we serve as our clients’ operational arm in the U.S. — managing daily logistics, coordinating with distributors and retailers, resolving issues in real time, and ensuring continuity of service. We become an extension of your team, aligned with your goals and fully embedded in the local market. It’s not just about being present — it’s about being proactive and strategic on the ground.
5. Hire Right — and Keep the Team Together
Hiring in the U.S. is competitive and high-stakes. Good people are hard to find — and even harder to retain. Many Italian companies underestimate just how different the employment landscape is here. From compensation expectations and work culture to legal structures and turnover risk, recruiting the right team requires not only local expertise, but also a strong, stable framework to keep them motivated and aligned.
At Group MRA, we provide a trusted environment and proven infrastructure that helps Italian brands build lasting teams. We don’t just help you hire — we help you integrate people who understand your goals, embrace your brand values, and stay committed for the long term. Whether it’s operational staff, sales managers, or market developers, having the right team on the ground makes the difference between struggling and thriving in the U.S
Final Thoughts
The U.S. market is full of opportunity, but it’s not a project you can improvise. It demands rigor, investment, and the right guidance across compliance, logistics, sales, marketing, and operations. At Group MRA, together with Quanta, we’ve supported dozens of Italian food and beverage brands in building strong, resilient businesses in the U.S.
Whether you’re just getting started or ready to scale, we’re here to help you move forward with confidence and clarity. If you’re serious about succeeding in the U.S. — let’s talk.
About Group MRA
Group MRA has been your trusted bridge between Italy and the U.S. since 1986, offering consulting, administration & logistics, and sales services tailored to Italian food and beverage businesses. With headquarters in Norwalk, Connecticut, and a team of 11–50 U.S.-based professionals, Group MRA combines deep industry expertise with hands-on market execution.
- Consulting: Conducts market analyses and entry strategies; supports M&A, executive recruitment, and interaction with U.S. public institutions.
- Sales Network: Operates its own sales force that places premium food products in national and regional channels (foodservice, retail, clubs).
- Administration & Logistics: Provides turnkey services — covering import, warehousing, and distribution — with U.S.-based infrastructure already in place.
Led by experienced professionals — including founder Carlo Alberto Bertozzi, CEO Luca Bertozzi, Managing Partner Emilio De Piazza, and Vice President of Operations Giovanni Grimaldi — Group MRA has supported leading Italian brands like Barilla, Illy, Sacla’, and Mutti in achieving sustainable U.S. success