4-9-2026

Italians are known for placing great value on fresh fruit and vegetables. They also have a strong preference for sustainably produced food from their own region.

Italy has a population of almost 59 million. According to Coldiretti, Italy’s largest farmers’ organisation, 31 million Italians regularly buy local produce. The organisation bases this figure on data from Campagna Amica, a network established by Coldiretti to connect farmers directly with consumers. It includes farmers’ markets, farm shops and agritourism businesses.

“Buying directly from producers and at farmers’ markets has become firmly established in Italians’ shopping habits, driven by growing interest in fresh, seasonal and locally produced food,” Coldiretti said.

Organically grown products are also popular among Italians. Italy has around 84,000 organic farms and horticultural holdings.

“Almost one in every five hectares of farmland is managed organically, with the share exceeding 25% in some regions. Italy has therefore reached the targets set out in the EU’s Farm to Fork Strategy four years ahead of schedule. Moreover, our country is Europe’s largest producer of organic fruit and vegetables, olives and cereals,” Coldiretti said.