ROADSHOW
MADE IN ITALY COMMUNITY
Mestre 2025

    26 November 2025 – Museo M9, Mestre (Venice)

    On 26 November 2025, a new stop of the Made in Italy Community Roadshow took place in Mestre, at the Museo M9 in Venice, organized in collaboration with the Italian Association of Historic Brands. The initiative served as a moment of discussion focused on enhancing Italian Historic Brands, key players in the country’s manufacturing, cultural, and economic excellence.

    The event brought together representatives from institutions, business, and academia, who engaged in dialogue on strategies, experiences, and perspectives related to the protection and promotion of Italy’s iconic brands. During the day, participants also had the opportunity to visit the exhibition Identitalia – The Iconic Italian Brands, hosted at the Museo M9.

    EVENT PROGRAM

    5:00 pm – Visit to the exhibition Identitalia – The Iconic Italian Brands
    Promoted by the Ministry of Enterprises and Made in Italy in collaboration with the Italian Association of Historic Brands and Unioncamere, the exhibition celebrates the 140th anniversary of the Italian Patent and Trademark Office. It features more than 100 historic brands that have helped shape the country’s cultural and productive identity.

    6:00 pm – Opening session
    Moderator: Roberto Papetti, Editor of Il Gazzettino

    ROUND TABLE – MADE IN ITALY COMPANIES
    During the panel dedicated to businesses, representatives of companies exemplifying the strength and evolution of Italian Historic Brands took part. Among them was our member Lorenzo Canella, CEO of Casa Vinicola Canella, who shared the experience of a family-owned brand capable of combining tradition and innovation in the wine sector.

    He was joined by:

    •  Luca Casaura, Chief Marketing Officer, Bauli Group
    • Andrea Conzonato, Chief Executive Officer, Heritage Holdings | Marzotto Wine Estates
    • Ferdinando Cervigni, Chief Marketing Officer, Dainese
    • Franco Zanellato, Founder, Zanellato

    The discussion highlighted how history, identity, and the ability to innovate are decisive drivers of international competitiveness for Italian companies.

    THE CONTRIBUTION OF THE VENETO REGION TO HISTORIC BRANDS
    The figures presented during the meeting confirmed the strength of Veneto’s business ecosystem within the national landscape of Historic Brands:

    • 92 brands registered in the MIMIT National Register
    • Over €16 billion in total turnover
    • More than 30 companies operating in the agri-food sector

    These data provide clear evidence that tradition, quality, and innovation represent a strategic asset for the growth of Made in Italy.

    INSTITUTIONAL OPENING BY THE ITALIAN ASSOCIATION OF HISTORIC BRANDS

    The Association was represented by Vice President and Board Member Andrea Ravazzolo, CEO of the family-owned company Confrav – Confezioni Ravazzolo, who in his institutional remarks emphasized the contribution of Historic Brands to the development of Made in Italy and to the region’s economic fabric.

    Ravazzolo noted:
    “Historic Brands are a cornerstone of Italy’s entrepreneurial landscape, authentic custodians of Made in Italy worldwide. The data on companies in our territory recognized as Historic Brands confirm Veneto as a leading region in the North-East. This performance is also the result of collaboration between businesses and local institutions, which is essential to promoting the heritage of our Historic Brands”.