Italian Trade Agency Kicks Off F&B Promotional Activities in the UAE

Dubai, UAE, 12 September 2017:  The Italian Trade Agency (ITA), together with the Embassy of Italy to the UAE and the Consulate General of Italy in Dubai, presents a two months celebration of Italy’s authentic food products and traditions, starting September and ending November 2017 with the Week of the Italian Cuisine in the World.

The Speciality Food Festival 2017
18-20 September 2017

In the frame of the “The Extraordinary Italian Taste Campaign”, the Italian Trade Agency organizes the official Italian Pavilion, located in Halls 5 & 6 of the World Trade Center and hosting more than 26 of Italy’s elite food producers. The space will give visitors the opportunity to explore the unique Italian taste and products, such as sweets, pasta, coffee, olive oil and traditional cheeses and learn more about this fascinating culture.
In addition to the exhibitors’ stands, ITA will be hosting a ‘Breakfast Made in Italy’ corner, devoted to products and appliances used to prepare a real Italian breakfast.

This year, for the first time, the Italian Pavilion will be focusing on creating awareness on genuine food items, notably those backed by the Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI). The EU quality seals can only be acquired after following a strict set of regulations — from production to packaging — which is what makes each product truly worth its authenticity. 
Italy leads the EU for the number of EU food quality labels, assuring the quality of its products and their geographical origin: currently 291 iconic Italian products have the PDO and PGI quality seals.

The Italian Pavilion will also host daily cooking shows with world-renowned chefs - including the three star Michelin chef Heinz Beck – who will be using only PDO/PGI products.  

The LuLu Group Promotion
20-26 November 2017

The second initiative is a series of promotional activities at major LuLu Supermarkets in the Gulf Region, set during the Week of the Italian Cuisine in the World. Italian food products will be showcased in-store with the aim of increasing LuLu’s customers’ awareness and improving the penetration of Italy’s food brands and products throughout this region and market. 

ITA will also work towards educating consumers on the importance of quality assurance marks, such as the PDO/PGI certifications. 

This initiative is the first partnership of its kind, and will hopefully set the standard for future similar collaborations in the region. 

Taste of Abu Dhabi Festival 2017
9-11 November 2017

With over 30,000 visitors expected, Taste of Abu Dhabi Festival is back with its 4th edition.
The Festival is a unique event which brings together exclusive restaurants, world-class chefs, cooking classes and a series of innovative and interactive demonstrations. 

This year, the Italian Trade Agency will dedicate more than 600 sqm to Italian products and ingredients, organizing business meetings and educational activities and hosting two restaurants and a cooking theatre with Michelin-starred chefs and food artisans.
There will also be free entertainment and culinary demonstrations with traditional fresh pasta makers and acrobatic pizza chefs.

Second Week of the Italian Cuisine in the World 
20-26 November, 2017

Now in its second edition, the Week of the Italian Cuisine in the World brings together dozens of Michelin-starred chefs and culinary experts, from the best Italian restaurants in Dubai and Abu Dhabi. The event is part of The Extraordinary Italian Taste, a worldwide initiative endorsed by the Italian Government to promote authentic Italian food products.