We are at the Fancy Food Show 2025, in the Winter Edition in Las Vegas, inside the Italy Pavilion, the official Country Partner of the event. Thanks to the collaboration with the Italian Trade Agency, the Specialty Food Association and Universal Marketing, we are present to tell the excellence of Made in Italy in the food sector. Among meetings with institutions and brands, we have the opportunity to interview Gabriele Colasanto, Brand Director of Giallo Zafferano, to find out how the famous cooking portal is conquering the U.S. market, focusing on authenticity, digital innovation and young Italian-American talents.
Colasanto revealed to us the secrets of Giallo Zafferano’s success in America, from the involvement of local chefs and content creators to the creation of content that brings under-35 audiences closer to real Italian cuisine. We also talked about the ambitious “Casa Giallo” project, a kitchen-studio in the heart of New York, designed to produce content and strengthen the dialogue between Italian tradition and American culture.
What is Giallo Zafferano’s role in this event?
We are here to promote Italian cuisine, thanks to our international website giallozafferano.com and dedicated social profiles. The American public, especially young people under 35, has shown great interest in our culinary culture, so we are investing heavily in this market.
Giallo Zafferano is already a reference for cooking in Italy. How do you ensure authenticity and modernity for the American public?
All recipes are tested by professional chefs to ensure authenticity. We collaborate with Italian-American chefs and content creators who are able to communicate in a modern way suitable for young Americans, who follow digital media more than traditional media.
At Fancy Food you are accompanied by three Italian-American chefs. What do they represent to you?
Two were born in the United States, one came from Italy 15 years ago and opened two restaurants in Brooklyn. In addition, we have Lulu Gargari, a young Italian chef, to create a bridge between the best Italian and American talent.
Italian cuisine is still often identified with stereotypes such as chicken parmesan. How are you reducing the cultural gap?
We need to be ambitious in bringing Italian quality and humble in listening to the American public. Young Americans under 35, about 80 million, associate Italian cuisine with values such as sustainability and well-being, so we need to tell them about these aspects in addition to the goodness of our dishes.
An interesting project is coming up: Yellow House in New York. What is it all about?
We are working toward a permanent presence in New York with Casa Giallo, a space where we will produce content, organize live cooking and bring the Italian lifestyle. It will be a meeting point between Italian and American chefs to enhance Italian cuisine on the ground.
After two years in the United States, what goal have you set for yourself?
We focus on content: it has to be the best to inspire the American public. We want to attract them with young talent and recipes that are not only classic, but also innovative. We create experiences, such as events that combine cuisine and mixology, to engage audiences in a dynamic and modern way.
Thank you, Gabriele. See you again this summer to continue this journey in promoting made in Italy!
Thank you, it will be a pleasure! We will return to New York this summer with even more chefs and content. See you soon!
Many thanks to the Italian Trade Agency, the Specialty Food Association and Universal Marketing for hosting us at this prestigious event.
The article Fancy Food Show 2025: exploring the U.S. market with Giallo Zafferano’s Gabriele Colasanto comes from TheNewyorkese.
