The United States has long been one of the main outlets for Made in Italy: wine, olive oil, cheese, pasta, fashion, furniture, machinery, pharmaceuticals. Between 2025 and 2026, however, the tariff war changed the rules of the game. Today the framework is more stable, but it has not gone back to what it was. In this article we take stock of what has changed and how we work with companies to keep selling in America.
The framework: the Turnberry agreement
After months of negotiations and tension, the European Union and the United States defined a trade understanding known as the Turnberry agreement. The key point for exporters is the 15% tariff ceiling on most European goods shipped to the United States, cars included. Some sectors follow their own rules, which is why checking the customs code of each product remains the first step of any analysis.
The agreement brought more predictability, which is valuable in itself for companies. But a 15% tariff is still a cost that someone has to absorb: the producer, the importer, the distributor or the end consumer. And in Made in Italy's traditional sectors, from food to furniture, sales have felt the new scenario.
Why the US is still a market worth defending
Despite everything, giving up on the American market would be a mistake for many companies. US consumers continue to value authentic Italian products, spending power remains high and in many niches direct competition is limited. The right question is not "export or not", but how to export sustainably.
The strategies we deploy
1. Review the price chain
The first thing we do is rebuild, step by step, how the final price is formed in the US: ex-works price, transport, tariff, the importer's, distributor's and retailer's margins. We often find that the tariff weighs less than other intermediate steps, and that shortening the distribution chain frees up more margin than the tariff takes away.
2. Work on positioning
In the lowest price range, tariffs shift purchases towards competing products. In the premium range, on the other hand, consumers are less price-sensitive and more attentive to origin, story and quality. We help companies highlight what makes them unique: designations of origin, supply chain, territory, craftsmanship.
3. Choose States and channels carefully
The United States is a collection of very different markets. For wine and spirits, for example, the distribution system changes from State to State. For other products, the choice between large retail, food service, specialist shops and e-commerce completely changes the strategy. Together with companies we select the States and channels where the product has the best chances.
4. Consider a direct presence
For companies that already have significant volumes, opening a company or a warehouse in the United States can improve customer service and market control. In 2026 SIMEST launched a specific measure to support these investments, which we cover in a dedicated article.
5. Take care of compliance
Tariffs aside, many difficulties arise from technical and regulatory requirements: FDA registration for food and beverages, labelling rules, certifications for electrical products and machinery, product safety regulations. The end of the exemption for low-value shipments has also changed the way many companies sell online to American consumers. A mistake at this stage can leave goods stuck in customs.
Don't put all your eggs in one basket
The most important lesson of recent years is diversification. While relations with the United States went through a difficult phase, the European Union concluded new free trade agreements with India, Australia, Mercosur and Mexico, and those with Canada, Japan and South Korea have long been in force. For many companies the winning strategy is to keep the US as an important market, alongside one or two alternative markets that reduce dependence on a single country.
How we support you
- Analysis of the impact of tariffs on your products and price list.
- Pricing and channel strategy for the American market.
- Search for importers and distributors and preparation of sales meetings.
- Verification of regulatory requirements and coordination with specialist professionals.
- Subsidised financing for trade fairs, direct presence and e-commerce.
- Diversification plan towards other non-EU markets.
Let's talk
If you export to the United States and are wondering how to protect margins and market share, or if you want to enter the American market for the first time, at Di Stasi Group we can help you build a tailored strategy. Get in touch to analyse your situation together.
Further reading
- Import/export consulting: contracts, Incoterms and customs
- Legal consulting for businesses
- SIMEST’s US Measure: investing in the United States
- Exporting to Canada with CETA
Frequently asked questions
What is the Turnberry agreement?
The Turnberry agreement is a trade understanding between the European Union and the United States that sets a 15% tariff ceiling on most European goods shipped to the United States, including cars. Some sectors have their own specific rules. The agreement brought more predictability to trade, though tariffs remain a cost that must be absorbed by producers, importers, distributors or consumers.
Why is the US still worth exporting to despite tariffs?
US consumers continue to value authentic Italian products, spending power remains high, and in many niches there is limited direct competition. The right approach is to find sustainable ways to export rather than abandoning the market entirely.
How can companies adapt their pricing strategy to tariffs?
Companies can rebuild their price chain step by step to see where the final price is formed. Often the tariff weighs less than other intermediate steps like transport and distributor margins, and shortening the distribution chain can free up more margin than the tariff costs.
What are the main regulatory challenges for exporting to the United States?
Key challenges include FDA registration for food and beverages, labeling rules, certifications for electrical products and machinery, and product safety regulations. The end of the exemption for low-value shipments has also changed how many companies sell online to American consumers.
What is the importance of diversification for exporters?
Diversification reduces dependence on a single country. The European Union has concluded new free trade agreements with India, Australia, Mercosur and Mexico, while agreements with Canada, Japan and South Korea are long established. Keeping the US as an important market alongside one or two alternative markets is a winning strategy for many companies.