Feature: From Campania to China: Italian farmers look east for opportunity

The Star

4 hours ago

CAPUA, Italy, June 16 (Xinhua) -- Under the early summer sun of southern Italy, the plains of Campania pulse with the rhythms of agricultural life. Tomato plants ripen in neatly aligned rows, olive trees shimmer under the Mediterranean heat, and water buffaloes graze quietly near barns that produce the region's famed Mozzarella di Bufala.
Campania is home to a tapestry of prized food products protected by European geographical indications; however, much of this bounty is cultivated by small, family-run farms steeped in tradition but often lacking the tools to access global markets.
"In our region, there is no shortage of passion," said Ettore Bellelli, president of the Campania branch of Coldiretti, the leading organisation of agricultural entrepreneurs in Italy. However, promoting these agricultural products to the world "requires direction."
Like many industrial leaders, Bellelli views China as a critical destination. "We must overcome technical and structural barriers. China is a market that expects quality, consistency, and vision," he said.
To meet this demand, more than 100 agricultural entrepreneurs, regional officials, and Chinese diplomats gathered in Capua, a historic city at the heart of Campania's fertile landscape, from June 12 to 13 for a seminar on Italian food and feed export to China and a promotion event of the 8th China International Import Expo (CIIE).
Co-organized by the Italian Food and Feed Export Promotion Association (BRIFF) and Coldiretti Campania, the two-day forum underscored a deepening appetite for cooperation between Italian producers and Chinese consumers.
During the seminar, Enrico Amico, president of Coldiretti's Caserta branch, invoked the region's ancient name -- Campania Felix, or "Happy Campania" -- coined by the Romans to describe the area's lush abundance. "Our happiness today," Amico said, "comes not only from the richness of our land, but from our ability to bring that richness to distant markets. China is that market."
The forum was more than talk. Over two days, Chinese representatives, including officials from the Chinese Embassy in Italy and the Permanent Representation to the UN Food and Agriculture Agencies, visited greenhouses, vineyards, and dairy farms across the region. "We're here not only to promote the CIIE," said Zhang Lubiao, China's permanent representative to the UN Food and Agriculture Agencies. "We want to understand the needs of Italian producers. We aim to be a bridge -- linking Italian excellence with Chinese demand in a structured and lasting way."
The statistics are compelling. Bilateral trade between China and Italy has exceeded 70 billion U.S. dollars for four consecutive years. In 2024 alone, agri-food trade reached 1.81 billion dollars, an 8.4 percent increase from the previous year. Imports of Italian food products to China rose 9 percent. Among EU nations, Italy now holds the highest number of signed agricultural export protocols with China. "High-quality Italian products are no longer novelties in China -- they're becoming staples," said Xu Yuhong, economic and commercial counsellor at the Chinese Embassy in Italy.
One local hoping to capitalize on this growing demand is Luigi Rega, sales director at the family-run cheese company Ponte Reale. On his dairy farm, Rega reflected on the mounting challenges facing Italian food producers, including market competition and unpredictable geopolitical headwinds. "Current U.S. tariffs are hitting Italian producers hard," he said. "Some of my colleagues are even considering opening plants in the United States just to escape the uncertainty."
For Rega, China offers a more stable and reciprocal opportunity. "A good trade partner is one that values mutual respect," he said. "That's why I'm here. We don't just want to participate in the CIIE -- we want to open the door to China." He told Xinhua.
Despite the optimism, challenges remain. Language barriers, packaging standards, and digital readiness continue to pose difficulties for small and medium-sized producers. To help Italian farm products enter the Chinese market, BRIFF has pledged tailored assistance to participants preparing for the 8th CIIE this November -- including training, logistical coordination, and market insights.
For many Italian producers, the expo has become more than an event -- it's a long-term strategy for global growth.
"In a globalized world, staying local isn't a weakness -- it's our strength," said winemaker Ilaria Petitto, whose family has cultivated grapes in Campania for generations. "We just want to be where our values are understood. That place is China."
From the sun-drenched fields of Campania to the bustling tables of Shanghai, a bridge is being built -- one made of trust, tradition, and the shared taste of something truly authentic.