Sourcing · Buyer guide
Do I need a broker to buy food from Italy?
That is the commission food brokers generally earn on the invoice of each order they ship, according to Oklahoma State University's Food and Agricultural Products Center. The producer pays it. So a food broker works for the producers in its book, not for your brief. Nothing wrong with that. You just need to know which side of the table it sits on.
What does a food broker actually do?
A food broker is a sales agent for manufacturers. Most represent 20 to 30 of them at once, across retail grocery, foodservice, bakery, deli and specialty (same source). They know the category buyers, the shelf resets, the trade shows. For a retailer filling a planogram, that is real value.
The limit is built into the model. A broker sells what is in the book. Most of Italy is not in anyone's book: thousands of small producers make one cheese, one oil, one aperitivo, and have never had a US representative. If the product you want is not in a portfolio, no broker will bring it to you.
What does a customs broker do?
A different job entirely. Customs brokers are licensed and regulated by US Customs and Border Protection; they submit entry information and payments to CBP on behalf of importers, for a fee. There are about 16,170 active licensed customs brokers in the United States (CBP). If you import food, you will almost certainly work with one. They clear goods. They do not find producers.
Food broker, customs broker or curated sourcing service: what's the difference?
| Food broker | Customs broker | Curated sourcing service | |
|---|---|---|---|
| Works for | The producers it represents | The importer, at the border | The buyer's brief |
| Paid by | The producer, on commission | The importer, per service | The buyer |
| Starts from | Its portfolio | Your shipment | Your market, channel and timing |
| Gives you | Products already in its book | Cleared goods | A shortlist of producers, samples, follow-up |
| Best when | You want ready brands for grocery or foodservice | Every import | You need a specific Italian product nobody represents yet |
The three are not rivals. A buyer working with a sourcing service still needs a customs broker. A buyer working with a food broker may still need a producer the broker does not carry.
Is a B2B food sourcing platform an alternative to a broker?
Sometimes. Marketplaces like Alibaba.com list Italian producers next to traders and resellers, and the search is free. The work moves to you: telling a real producer from a middleman, asking the right questions, reading the documents. We wrote a separate guide on that: Can I find real Italian food suppliers on Alibaba.com?. A platform gives you reach. It does not give you judgment.
What can't I outsource to anyone?
Compliance. Under FDA's Foreign Supplier Verification Programs rule, the FSVP importer is the US owner or consignee of the food at entry: whoever owns it, has bought it, or has agreed in writing to buy it. That importer must analyze hazards, evaluate each foreign supplier and run verification activities, and identifies itself at entry with a DUNS number (FDA). A broker can help. The responsibility stays with the importer.
One check for this season: every food facility exporting to the US must hold an FDA registration, renewed every two years. 2026 is a renewal year, with a window from October 1 to December 31; registrations not renewed by December 31, 2026 are considered expired (FDA). Ask your Italian producers now, not in January.
How does Bellasource work, if not as a broker?
We start from your brief, not from a catalogue. Five steps:
- Request. Market, channel, timing, in five minutes.
- Shortlist. Within two business days, Italian producers that fit, with their documents.
- Samples. You taste before you talk numbers. Bellabox brings samples to your door.
- Production. One contact follows the order with the producer.
- Shipment. From Italy to your warehouse, documents checked.
We read customs data before we read catalogues, so the shortlist reflects what your market actually imports. Two examples of how we work a category: non-alcoholic aperitivo and high-phenolic olive oil.
Frequently asked questions
Is a food broker the same as an importer?
No. A broker represents producers and earns a commission. An importer or distributor buys the product and, for FDA, carries the supplier verification duties.
Who pays the food broker?
Usually the producer, as a percentage of the invoice. That cost is part of the price you see.
What is a good Italian food broker alternative?
It depends on what is missing. If the product is already in a US portfolio, a broker is fast. If it is not, you need someone who finds producers, not someone who sells a list: a curated sourcing service, or your own search on a B2B platform.
Do I still need a customs broker if I use a sourcing service?
In practice, yes. A sourcing service finds and follows the producer; the customs broker files your entry with CBP.
Do you only work with US buyers?
No. Importers, distributors, retailers and foodservice worldwide. The US rules above apply to US imports only.