The year 2016 began for the Italian Chamber of Commerce with the launch of The Extraordinary Italian Taste campaign, aimed at promoting authentic Italian products all over the United States and Canada. The Ministry of Economic Development, Assocamerestero, ICE, and the whole network of Italian Chambers of Commerce in the USA, Canada and Mexico, are sponsoring this activity.
The core of the entire project comprises the safeguarding and appreciation of the authenticity of these products. Unlike Italian Sounding, characterized by an allusion to Italy through symbols and references in products not necessarily made in the country.
The appreciation for certified brands encourages the production of local Italian products, while bringing environmental advantages, assures the preservation of diverse ecosystems necessary for the development of these products. At the same time, the consumer can take advantage of products that follow standards of quality and control far superior from uncertified ones. Italy is the country with the most number of certified products recognized by the European Union.
The Extraordinary Italian Taste project, developed by the efficient network of Italian Chambers of Commerce overseas, reinforces the quality and impact of promotional strategies of Italian food and amplifies the opportunities for distribution allowing consumers to access a wider range of choices.
The program planned for Texas, which will take place in 2016-2017, will include various events aimed at professionals and the public. After the official launch of the campaign took place in March at the Livestock Rodeo in front the press and professionals of the sector, the first event of information, promotion, and tasting will follow at the Country and Golf in June. In September, Master Class aimed at local professionals in catering and retail, will be taught by experts from AICIG. In October, Italian Restaurant week. Around 20 restaurants will contend with the creation of menus using authentic Italian products.
These activities will be implemented in partnership with key organizations dedicated to the agribusiness in Texas such as Texas Restaurant Associations, Conrad N. Hilton College of Hotel and Restaurant Management at University of Houston, Texas A&M University, Art Institute of Houston, Texas Wine School, and the Texas Department of Agriculture.