Italy Launches "Extraordinary Italian Taste" Campaign with Key Partnership Announcement in America

Nov 19, 2015, 13:08 ET from Italian Trade Commission

NEW YORK, November 19, 2015 /PRNewswire/ --

As part of Italy's "Extraordinary Italian Taste" campaign, aimed to promote authentic Italian food in the United States, the Specialty Food Association announced at a media event in New York City on Wednesday, that Italy will become the first ever partner country of its Winter Fancy Food Show in San Francisco next year.

The show, which runs from January 17-19th, 2016, is widely recognized as one the largest and most important trade events dedicated to specialty foods. Under the "Extraordinary Italian Taste" banner, food companies from most Italian regions will present their best in pasta, cheese, olive oil and cured meats to buyers from top names in retailing and restaurants looking to bring more speciality food from Italy to U.S. consumers.

"There is a noticeable change in consumer trends," said Maurizio Forte, Italy's Trade Commissioner in the U.S. "Americans are increasingly enjoying authentic Italian food, the Mediterranean diet, which is tastier and healthier. We now need to take advantage of this trend. It's the right time to go full speed ahead."

According to the latest data from the U.S. Department of Commerce, Italian food exports have climbed 24% in the first nine months of 2015, with products such as Italian olive oil, cheese and pasta ranking as number one in their individual sector.

"Food from Italy has long set the standards for excellence in the U.S.," said Ann Daw, President of the Specialty Food Association. "Our partnership will further raise awareness of the authenticity, taste and quality of Italian food. Together we are changing the way consumers eat."

The Italian Trade Agency enjoys a long-standing partnership with the Speciality Food Association as well as the key Italian food and wine shows, such as Vinitaly, Cibus and Tuttofood.

"There is excitement about authentic Italian food in this important strategic market," said the Director of Veronafiere, Giovanni Mantovani, adding that "food and wine are great ambassadors for Italy."

Italy has also served as the inaugural partner country for the 2015 Summer Fancy Food show and has long been the largest international exhibitor at the Fancy Food shows.

SOURCE Italian Trade Commission