Getting your product into market
There are numerous trade associations that are a useful means of approaching potential partners by sector or region.
There are important distinctions in Italian law between distribution and agency agreements.
With the exception of a small group of largely agricultural items, almost all goods can be imported without import licences and free of quantitative restrictions.
Duty rates on manufactured goods from non-EU countries generally range from 5-8 percent and are levied on the cost insurance and freight (CIF) value of the goods at the port of entry.
Most standards, labelling requirements, testing and certification have been harmonised within the EU. Where EU standards do not exist, Italy sets its own national requirements and some of these have been known to hamper imports of game meat, processed meat products, frozen foods, alcoholic beverages, snack foods and confectionery products.
Tax
Manufactured imports are subject to a value added tax (VAT) on the CIF value plus duties and any applicable surcharge.
Logistics
Italy is centrally placed in Europe. It receives shipments from New Zealand into the ports of La Spezia, Livorno and Genoa. It also has daily links with the mega ports in Belgium and the Netherlands. These ports have cost-effective and regular services to bring goods into Italy.
Opportunities
- There is potential in the Italian market for organic foods, functional foods and low fat food products. New Zealand meat, wine, fruit and seafood enjoy a good reputation.
- There are many opportunities to expand exports of New Zealand agricultural technology products. They are very well regarded on the Italian market, especially animal husbandry products.
- Outdoor, technical, nautical apparel manufacturers are well positioned to capitalise on the Italian trend away from ‘high fashion’. Italians have become familiar with the culture and style of the New Zealand way of life and now strongly associate New Zealand with the ‘great outdoors’.
- Gardens have become an important in Italian households in recent years. Product interest centres on cut flowers and foliage, seeds and bulbs, young plant liners, semi-mature plants and indigenous material.
- Italy is ranked six in the world in terms of boat numbers and presents excellent prospects for New Zealand suppliers with growth areas in hardware and accessories and in yachts of more than 80 feet.
Challenges
- Product preferences and distribution channels differ greatly between the rich north and the poor south.
Cultural and business tips
- New Zealand travellers to Italy do not require visas for business visits of 90 days or less.
- In the north, English or French are sometimes spoken by business executives. Interpreters are often used by non-Italian speakers as a matter of courtesy.
- Hospitality is very important. The style of restaurant is critical and will reflect the relationship – top class for new and important contacts or middle level for old friends.
