In recent years, the concept of “Made in Italy” has evolved far beyond simply representing style or luxury. Today, it stands for how Italian creativity, technical mastery and cultural heritage can authentically integrate with — and elevate — the economies and social fabrics of host countries.
This evolution is crucial for brands and companies seeking to expand internationally. Success is no longer measured solely by how many products are exported; it is about building partnerships, transferring know-how, and creating lasting value within local communities.
From Export to Integration: The Future of International Growth
In the past, many global expansion strategies were little more than sophisticated export operations: ship the product, place it on exclusive shelves, leverage the allure of an Italian or European brand, and wait for sales.
While this approach worked for a time, it rarely contributed in any meaningful way to the economy of the host country. Today, governments and societies — especially across the Middle East — expect and welcome more authentic partnerships. They want investments that generate local employment, stimulate new value chains, and help build knowledge-driven economies.
This is precisely where the new philosophy of Made in Italy truly shines: merging centuries of artisanal expertise with deep respect for the culture and resources of the host country.
The Power of Combining Local Agriculture with Italian Craftsmanship
One of the most compelling examples of this evolved approach is embodied by Petrone Group srl and its project, Petrone Caseificio Smart.
Originally a family-run Italian company, Petrone Group srl has become known for its innovations and dairy patents — particularly the Smart Dairy processes that enrich milk and enhance its nutritional properties to produce nutritionally advanced Italian cheeses. The company has taken a bold step by developing a unique cross-continental project linking Italy and the UAE, facilitated by the coordination of the UAE Embassy in Rome and a developing partnership with Kezad AD Ports Group.
Rather than simply exporting cheeses, the project is designed to build a complete camel-based dairy ecosystem in Abu Dhabi, producing traditional Italian-style cheeses made from camel milk. It will include local farms, state-of-the-art processing facilities, and artisanal cheesemaking techniques.
Even more significantly, over time, Petrone Group srl plans to introduce camelid farming in Italy itself, centered around Fisciano (Salerno) and extending across the stunning Amalfi and Cilento Coasts, from Ravello to Paestum.
This two-way bridge does far more than create a supply chain: it builds a shared agricultural and manufacturing future, where local resources are respected and elevated by Italian methods.
Today, Petrone Caseificio Smart is supported by a network of Italian logistics and financial partners, prepared to integrate their strengths with strategic players in the UAE such as Kezad AD Ports Group.
The vision is to establish an ecosystem of Emirati and Italian strategic partners united in a kind of consortium, merging expertise and resources to create dairy and gastronomic products that are truly unique in the world. This goes beyond joint ventures or commercial agreements; it aims to build a collaborative, balanced model that delivers equal benefits to both nations.
Education and Research: The Heart of Sustainable Integration
True integration is never only economic; it must also be educational and cultural. For this reason, the initiative involves partnerships with the Universities of Salerno and Naples, together with the University of Abu Dhabi, to conduct continuous research into the nutraceutical and therapeutic properties of camel milk.
Petrone Group srl also plans to establish academies in the UAE to train young Emiratis in Italian food craftsmanship — from dairy production and cheese aging to restaurant operations, gelato making, pastry, bakery, and pizza — ensuring that the transfer of knowledge is both authentic and enduring.
Best Practices for Companies Looking to Expand Abroad
Several best practices emerge from this case that can serve as valuable guidelines for other companies pursuing international growth:
Engage with local ministries and institutions from day one.
In this case, the support of the UAE Ministries of Agriculture and Health, along with collaboration with the UAE Embassy in Rome, has been fundamental in shaping a project aligned with national priorities.
Create real local employment.
The initiative in the UAE is expected to generate over 1,200 new jobs across agriculture, production, hospitality, research and logistics.
Invest in local value chains, not just distribution.
By establishing farms and processing centers locally, profits, skills and innovations are ensured to circulate within the host country.
Respect the culture and identity of the territory.
Italian know-how does not override local traditions; it blends with them, creating something new and uniquely rooted in place.
Looking Ahead: Building Cultural Bridges, Not Just Businesses
When discussing Made in Italy today, it refers to a philosophy that moves forward with humility and ambition in equal measure. It does not seek to impose, but to share — enhancing local agriculture, transferring artisanal skills, and collaborating on research for the benefit of all.
Ultimately, projects like this go far beyond mere business initiatives. They become cultural bridges, connecting people, traditions and ideas to build a truly sustainable future.
As the journey between Italy and the UAE continues, it stands as an inspiration for other Italian companies to rethink international growth — shifting from simple export to meaningful integration, with respect at its very core.
Vincenzo Petrone is the founder of Petrone Group srl and its pioneering venture, Petrone Caseificio Smart. A third-generation entrepreneur in the dairy sector and creator of the patented Smart Dairy process, he is currently spearheading an innovative Italy-UAE project to build a camel dairy ecosystem that combines Italian craftsmanship with local Emirati agriculture, education and research. His vision for Petrone Caseificio Smart is a fully integrated vertical model — from camelid farming for premium milk production, to crafting nutritionally advanced and patented Italian cheeses, culminating in a global network of 10 exclusive restaurant stores.
Connect on LinkedIn: Vincenzo Petrone
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Visit our website: https://petronecaseificiosmart.it/
