Italian Ag Equipment & U.S. Trade: Alex Mussa on Global Market Strategy

In this episode of The Germinate Podcast, Joe Sampson reconnects with longtime friend and international trade veteran Alex Mussa, now Director of Business Development at SNA Manufacturing LLC. With decades of experience at the Italian Trade Commission, Alex brings deep knowledge of global ag equipment markets, including the complexities of navigating U.S.–Italy trade relationships.

The two dive into Italy’s pivotal role as one of the top three global producers of farm machinery, how Italian family-owned manufacturers are adapting to generational transitions, and why cultural understanding is critical when doing business across borders.

Alex explains how SNA Manufacturing bridges the gap between Italian innovation and U.S. distribution, providing components like spray systems and foam markers to North American OEMs. He also explores how trade associations like FEMA offer irreplaceable value in building networks and industry resilience — especially in uncertain times defined by tariffs and geopolitical upheaval.

This is a timely, informative episode for anyone in ag equipment, international trade, or business development.

Key Points:

• Italy is consistently a top-three global producer of agricultural machinery, alongside the U.S. and Germany.

• Microclimates and diverse crops in Italy drive highly specialized equipment manufacturing.

• U.S. farms are larger and operate longer hours, requiring modifications to international equipment for durability and performance.

• Trade associations like FEMA are vital for market insight, networking, and navigating the U.S. agricultural market.

• Tariffs and supply chain constraints remain major challenges, but global collaboration and adaptation offer a viable path forward.

  
  

Notable Quotes:

"Not joining a trade association is like doing business blindfolded." – Alex Mussa
"Italy exports over 80% of its ag equipment — but the U.S. market still requires its own strategy."
"The U.S. ag market is fast, demanding, and relentless — it's not for the unprepared."
"Each country should lean into what they do best — that's the real strength of global trade."
"The Po Valley in Italy is like our Midwest — fertile, alluvial, and core to national production."