Perspectives on the Turkish market and global dynamics: a word with Froma

With the trade fair season just around the corner, Froma, an Italy-based expert in bending and welding machines for the wire industry, is getting ready for the second edition of wire Eurasia, taking place in Istanbul from April 9-12, 2025.

We had a word with CEO Gaia Frigerio to discuss some of the most pressing topics in the European market, from emerging industry trends to export performance and future opportunities.

The wire Eurasia trade fair is approaching—what are your expectations for the Turkish market?

"The Turkish market is one of the most dynamic and promising in our sector. With Europe stagnating, the U.S. tightening trade policies, and China slowing down, our strongest asset remains the reputation and expertise associated with ‘Made in Italy’. Our specialization, technological excellence, and high-quality service continue to secure us a recognized and valued position internationally."

What are the main challenges you are facing in the current global landscape?

"The challenges we are facing stem primarily from economic and structural factors that weaken the competitiveness of our exports. The biggest obstacles include unfavorable exchange rates, rising taxation and inflation, high labor costs, and limited access to funding and grants, which are often difficult to obtain. These factors make us less competitive than local suppliers, who foreign customers increasingly turn to. The real risk is that these local suppliers will improve over time, bridging the technological and quality gap—a shift accelerated by the absence of Italy’s high-end, costlier expertise. In the long run, this could have serious consequences for our industry."

How is Froma navigating such turbulent times?

"Froma operates in a market niche within the white goods sector, where investments follow a medium-term strategy. We're seeing cautious optimism for 2026, with recovery signs driven by new product launches and emerging players. After years of challenges since 2020, a light at the end of the tunnel is finally emerging, bringing new growth and development opportunities."

To learn more about Froma’s wire industry solutions, visit our stand no. 824/K within the ICE collective, organized by Honegger, at wire Eurasia, or contact our team through the details available on this page.