One of the most memorable lines ever uttered at an Italian food and wine trade conference still sticks with me.

The theme of the panel was “how to make your product relevant in the U.S. market and how to get on buyers’ radar.”

The speaker is a well-known and widely respected buyer from a legacy wine shop and gourmet food market in northern California.

The number one thing you need to do, he told the Italian exhibitors in Houston that day, is to “make a good product.”

You might be surprised how many people expect to sell their wines in the U.S. even when the wines have little appeal for the target customer.

When I made my way to visit a wine grower in Rome’s urban wine country, I already knew that her product was good. I had tasted at the Taste of Italy trade fair in Houston where I consult with the Italy-America Chamber of Commerce.

Silvana Lulli, above, grows wine in richly volcanic soils just outside of Rome along the ancient Appian Way at her family’s winery Parvus Ager.

I asked her what made the difference in getting her wines to the U.S. Here’s what she wrote me (translation mine).

It certainly wasn’t easy. Having good wine isn’t enough. You need to know the right people to accompany you on this “journey.” But I believe that the thing that really makes the difference is being willing to put yourself into play on the ground. Today, people need to see the person who is behind a product that is produced thousands of miles away. For them, meeting me is almost like being able to bring them to my vineyard and my winery.

I really loved her fresh, bright, salty, citrusy Vermentino, one of her best sellers and one of the wines that is on its way to the U.S. now.

You can see the city in the background of the photo above. Her family’s winery is literally surrounded by urbanity. She also has access to one of the most beautiful stretches of the Appian Way. During the summer, she does an evening light show tour of her vineyards and the old road.

Look out for her wines coming to a shop near you soon! Congrats Silvana on your success! Well deserved!