(AGI) Milan, June 6 - Italy's food exports will continue to rise throughout 2016, with Europe and the U.S. being the main markets the sector must focus on, said the President of the Italian Association of Food Product Industries (AIIPA) and Vice President of the Lavazza Group, Marco Lavazza. In 2015, the sectors represented by the AIIPA - nutrition and health, coffee, frozen goods, vegetable products, food products and preparations - saw a 2.7 percent increase in their overall revenue, with exports rising 6.3 percent in all compartments. "Exports will definitely continue to grow in 2016. Meanwhile, national consumption isn't encouraging," Mr Lavazza affirmed. Companies in the sector have only one recipe for success, and that is "increasing their market quotas". "We entrepreneurs must do some soul-searching, because the love for our businesses mustn't sway our focus from that objective," he stated outside the AIIPA's annual meeting. "We must understand who we're competing with and there are a thousand different opportunities to grow which must be carefully assessed, from the Italian stock exchange to funds for early pension payments during company restructurings. Internationalisation must be the main aim because the foreign market is an easier target." The objective, the AIIPA said, is to reach 50 billion euros' worth of Italian food exports to the world by 2020. "We're looking to European markets, which are closer and more similar to us, and the U.S., a huge market where Italian products are highly appealing. We must invest in research and development and in promoting 'Made in Italy'. We have to do our part, but governmental initiatives would be welcome too", Mr Lavazza concluded. (AGI). .