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experience, not theory

Lead generation in the
Food & Beverage sector

Method, positioning, and B2B business development in international markets

Over the past two years, we have worked on several international business development projects in the Food & Beverage sector, supporting companies with products, positioning, and markets that are very different from one another.

In this case study, we share what we’ve learned while tackling challenges such as generating “interest before tasting”, moving beyond the clichés of “Made in Italy,” and translating emotional storytelling into a clear and credible business language, all with the goal of generating qualified leads and strengthening awareness of our clients in the Food & Beverage sector.

In this article

you will discover:

  1. How Italian F&B Is sold abroad
  2. The specific challenges of the F&B sector
  3. How we approached our work
  4. Our clients, one by one
  5. The results

How Italian F&B Is sold abroad

The specific challenges of the F&B sector

How we approached our work

Our clients, one by one

The results

THE CONTEXT

HOW IS ITALIAN
F&B SOLD ABROAD?

The Food & Beverage sector thrives on emotions, territory, tradition, and product quality. But in international B2B business development, these elements alone are not enough. Buyers have limited time, receive numerous proposals, and look for messages that are clear and immediately relevant. This is where Mallei comes in, with a method capable of translating a product’s identity into an effective commercial language.

THE CONTEXT

HOW IS ITALIAN
F&B SOLD ABROAD?

The Food & Beverage sector thrives on emotions, territory, tradition, and product quality. But in international B2B business development, these elements alone are not enough. Buyers have limited time, receive numerous proposals, and look for messages that are clear and immediately relevant. This is where Mallei comes in, with a method capable of translating a product’s identity into an effective commercial language.

The challenges

F&B SECTOR SPECIFICS

01

Generating interest without direct product experience

In F&B, the value of a product comes from tasting it, yet the first contact almost always happens remotely. The challenge is to make the product relevant and desirable before it can be experienced.

02

Overcoming clichés and communicating real differences

“Made in Italy” is a starting point, not a competitive advantage. It is essential to convey quality, processes, and positioning in a concrete way, avoiding generic and self-referential narratives.

03

Translating storytelling into business language

Craftsmanship, certifications, and production capabilities must be communicated concisely and professionally, adapting to the decision-making processes and cultural expectations of international markets.

In summary

To grow successfully in the international Food & Beverage market, product quality alone is not enough: clear positioning, credible commercial messages, and the ability to engage with the right buyers are essential.

In this context, the Mallei Method has enabled companies to present themselves authoritatively even to unfamiliar stakeholders, generate genuine interest before tasting, and open qualified conversations in complex markets.

In summary

To grow successfully in the international Food & Beverage market, product quality alone is not enough: clear positioning, credible commercial messages, and the ability to engage with the right buyers are essential. In this context, the Mallei Method has enabled companies to present themselves authoritatively even to unfamiliar stakeholders, generate genuine interest before tasting, and open qualified conversations in complex markets.

But what do F&B companies that want
to export need to know today?

Learn more

How we worked

A structured, flexible, and tailored approach

To grow in international markets, product quality alone is not enough:
what’s needed is a structured approach that brings together analysis, communication, and commercial action.

SALES
INTELLIGENCE

Every project starts with an in-depth analysis of contacts through our proprietary platform. This tool allows us to profile compatible decision-makers and companies, reducing time and resources and focusing commercial efforts where there is a real opportunity for growth.

PERSONALIZED
MESSAGING

We design every communication based on the market and target audience, creating clear, professional messages that are consistent with the brand’s positioning. The goal is not just to introduce the company, but to be perceived as a reliable and relevant partner.

SOCIAL SELLING and
digital presence

We strengthen brand reputation across B2B channels, transforming digital presence into a space of authority and trust that facilitates the opening of commercial conversations.

CONTACT
MANAGEMENT
and FOLLOW UP

We manage dialogue with prospects, gather feedback, address objections, and keep relationships active, ensuring continuity and turning contacts into concrete opportunities.

Continuous adaptation

We monitor market responses and recalibrate the strategy along the way, ensuring consistent effectiveness and tailored solutions for each client and market.

start
your
success
story

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our clients,
one by one

An overview of our projects

Each project followed its own trajectory, but what they all had in common was an approach designed to adapt to very different markets, products, and stakeholders. Rather than focusing on isolated numbers, we talk about commercial journeys that show how a structured strategy can turn into concrete opportunities.

1

di 5

Selektia
Tartufi

USA and gulf countries
conversion rate: 1.59%

A product with a naturally premium positioning requires an equally precise approach to market presence. In this case, we worked along two very different paths, building a strategy capable of respecting the cultural specificities and distribution models of each region.

  • High-end positioning, consistent with the international perception of Italian truffles
  • Differentiated strategy tailored to culture, consumption habits, and sales channels
  • 54 commercial opportunities generated through targeted and consistent activity
  • Increased LinkedIn reputation, strengthening brand credibility even before direct contact

The result was not just the opening of conversations, but the creation of a recognisable brand space in highly competitive environments.

Read the article dedicated to the success story instinct and strategy for expansion into new markets by Selektia Tartufi.

Swipe right to explore the other projects

2

di 5

Summer
Fancy Food

Liguria region & usa
conversion rate: 9.75%

When the work involves a territorial system, the challenge is certainly twofold. It is necessary to highlight individual realities while at the same time building a coherent narrative of the overall offering.

  • 1,489 decision-makers profiled through in-depth analysis
  • 67 active leads, already engaged in a commercial relationship
  • 551 international operators reached, both before and during the event
  • A replicable operational model for other territorial initiatives

More than a project linked to a single trade fair, it became a method for turning participation in international events into a truly measurable investment.

You can learn more about our collaboration with Universal Marketing and Liguria Region by reading From Liguria to the Big Apple: Eight Ligurian Excellence Brands in the USA.

Swipe right to explore the other projects

3

of 5

Pascale Industrie
Alimentari (Fritto King)

UK, USA, NORThern europe
conversion RATE: 1.66%

Bringing a “popular” product abroad without trivialising it is certainly a delicate process. In this case, the work focused mainly on positioning and required presenting the product for what it truly is accessible, without compromising the perception of industrial-quality excellence.

  • Accurate targeting of distributors and importers who were genuinely compatible
  • Development of a presentation that elevates the product without changing its nature
  • Opening conversations with buyers who are traditionally hard to reach

This project demonstrates how even highly competitive categories can find their space when communicated with the right language.

Swipe right to explore the other projects

4

di 5

Manaresi
Aziende Agricole

Italia, UK e Scandinavia
Tasso di conversione: 5.26%

The project with Manaresi was fairly straightforward from a narrative perspective. We’re talking about a company with clear values, a credible organic positioning, and a level of quality that is immediately evident.

The initial complexity was mainly strategic, stemming from identifying the right target. Once the scope was defined, however, the market response was immediate.

  • Precise target research, crucial for increasing the effectiveness of activities
  • Highlighting the organic positioning through clear and professional communication
  • Company profile and website proved to be central assets in shaping perception
  • Spontaneous and very positive feedback even from operators not immediately interested, impressed by the attention to branding and perceived quality
  • Closing rate above 11%, indicating strong alignment between the offer and the audience

Swipe right to explore the other projects

5

pf 5

Parmovo

UK and europe
conversion rate: 4.9%

Here, we operated in an extremely technical category, where buyers tend to favour well-established suppliers.
The priority was therefore to convey solidity even before discussing the specifics of the offer.

  • Communication focused on reliability, certifications, and production capabilities
  • Professional language, tailored to highly selective stakeholders
  • Opening opportunities in markets where the brand had no prior presence

A project that required precision and credibility more than exposure

1.

Selektia
Tartufi

USA and gulf countries
conversion rate: 1.59%

A product with a naturally premium positioning requires an equally precise approach to market presence. In this case, we worked along two very different paths, building a strategy capable of respecting the cultural specificities and distribution models of each region.

  • High-end positioning, consistent with the international perception of Italian truffles
  • Differentiated strategy tailored to culture, consumption habits, and sales channels
  • 54 commercial opportunities generated through targeted and consistent activity
  • Increased LinkedIn reputation, strengthening brand credibility even before direct contact

The result was not just the opening of conversations, but the creation of a recognisable brand space in highly competitive environments.

Want to learn more about the success of this collaboration?
Read the article dedicated to the success story instinct and strategy for expansion into new markets by Selektia Tartufi.

2.

Summer
Fancy Food

Liguria region & usa
conversion rate: 9.75%

When the work involves a territorial system, the challenge is certainly twofold. It is necessary to highlight individual realities while at the same time building a coherent narrative of the overall offering.

  • 1,489 decision-makers profiled through in-depth analysis
  • 67 active leads, already engaged in a commercial relationship
  • 551 international operators reached, both before and during the event
  • A replicable operational model for other territorial initiatives

More than a project linked to a single trade fair, it became a method for turning participation in international events into a truly measurable investment.

You can learn more about our collaboration with Universal Marketing and Liguria Region by reading From Liguria to the Big Apple: Eight Ligurian Excellence Brands in the USA.

3.

Pascale Industrie
Alimentari (Fritto King)

UK, USA, NORThern europe
conversion RATE: 1.66%

Bringing a “popular” product abroad without trivialising it is certainly a delicate process. In this case, the work focused mainly on positioning and required presenting the product for what it truly is accessible, without compromising the perception of industrial-quality excellence.

  • Accurate targeting of distributors and importers who were genuinely compatible
  • Development of a presentation that elevates the product without changing its nature
  • Opening conversations with buyers who are traditionally hard to reach

This project demonstrates how even highly competitive categories can find their space when communicated with the right language.

4.

Manaresi
Aziende Agricole

Italy, UK and Scandinavia
conversion rate: 5.26%

The project with Manaresi was fairly straightforward from a narrative perspective. We’re talking about a company with clear values, a credible organic positioning, and a level of quality that is immediately evident.

The initial complexity was mainly strategic, stemming from identifying the right target. Once the scope was defined, however, the market response was immediate.

  • Precise target research, crucial for increasing the effectiveness of activities
  • Highlighting the organic positioning through clear and professional communication
  • Company profile and website proved to be central assets in shaping perception
  • Spontaneous and very positive feedback even from operators not immediately interested, impressed by the attention to branding and perceived quality
  • Closing rate above 11%, indicating strong alignment between the offer and the audience

5.

Parmovo

UK and europe
conversion rate: 4.9%

Here, we operated in an extremely technical category, where buyers tend to favour well-established suppliers. The priority was therefore to convey solidity even before discussing the specifics of the offer.

  • Communication focused on reliability, certifications, and production capabilities
  • Professional language, tailored to highly selective stakeholders
  • Opening opportunities in markets where the brand had no prior presence

A project that required precision and credibility more than exposure

What this means
for the F&B sector

More than isolated results,
we are talking about foundations
to continue building on.

Even in a highly emotional sector, these projects demonstrate that international growth in Food & Beverage is not the result of isolated insights, but of a managed, structured process.

The Mallei Method has helped generate:

  • Real commercial opportunities even in complex markets
  • Strengthened brand reputation
  • A more professional positioning in the eyes of international buyers
  • Qualified relationships with decision-makers
  • Reusable assets over time
  • Replicable strategies, both for companies and territorial initiatives

the results

4.63%

medium conversionr ater percentage

This is the average value recorded across the Food & Beverage projects analyzed, calculated as the ratio between useful contacts and qualified leads.

A particularly meaningful figure when considered in complex and highly competitive markets, where access to buyers is selective and the quality of the first contact determines whether a relationship opens or not.

More than an isolated result, this number reflects the effectiveness of a replicable method—capable of turning a product’s identity into concrete, lasting commercial opportunities.

Food & Beverage thrives on emotions, but it grows through method.

This is exactly what we do: translating product quality into international business relationships built with rigor, expertise, and cultural sensitivity.

Because even the best product needs to be presented in the right way, to the right person, at the right time.

Would you like to be
our next Success Story?

WRITE TO US!

Would you like to be
our next Success Story?

WRITE TO US!
Francesco Caruso
Francesco Caruso

Co-founder and CEO of Mallei Srl, he has gained experience as Sales Manager and Commercial Director. His vision is based on the value of people, from the team to the clients, and on three guiding principles: innovation, transparency and integrity, which he considers essential for any growth path.

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