What is it?
The third edition of the Week of Italian Cuisine in the World, which will run from 19 to 25 November 2018, aims to promote internationally high-quality Italian cuisine and the agri-food sector, the distinctive traits of “Brand Italy” in line with the big themes that were launched by EXPO 2015 Milano and that characterise Italy’s agri-food sector: quality, sustainability, food safety, right to food, education, identity, territory and biodiversity.
The Week goes hand-in-hand with the promotion of regional tourism, culinary itineraries on the tracks of Italian culinary art and the Mediterranean diet, one of the elements that make Italy one of the healthiest countries in the world.
Another fundamental aspect is the presentation and internationalisation of Italy’s training offer in this sector, which is aimed to attract talents abroad and turn them into loyal users of high-quality Italian products.
The project goes to supplement the actions envisaged in the Extraordinary Promotion Plan of Made in Italy products promoted by the Government to increase the distribution and retail sales of authentically Italian agri-food products, and in the Strategic Plan for Tourism 2017-2022, which aims to highlight the regions less known abroad.
The pillars of this action
Promoting the Mediterranean Diet and its ingredients.
Promoting regional enogastronomic and tourist itineraries, also in connection with 2018, the Year of Italian Food.
Promoting the “Pasta Pesto Day” initiative launched after the Morandi Bridge tragedy to spread the most famous traditional recipe in restaurants worldwide, part of the proceeds of which will be devolved to the Municipality of Genoa.
Establishing a link with the Rossini centennial celebrations of the 150th anniversary of the death of the famous composer, who loved to cook and was a renowned gourmet.
Promoting training activities, with a special focus on the hotel sector, in order to develop a long-term cooperation between Italian and local chefs.
Protecting and promoting products with certified controlled and protected denominations of origin in parallel with actions to disseminate the Italian methods of trademark protection based on ways of combating the phenomenon of Italian- sounding products.
Who, where, when?
The project, designed and coordinated by the Directorate General for Cultural and Economic Promotion and Innovation of the Ministry of Foreign Affairs and International Cooperation (MAECI), was developed by a Working Group that also comprises the Ministry of Agricultural, Food and Forestry Policies and Tourism, the Ministry of Education, University and Research, and the Ministry of Cultural Heritage and Activities, in addition to all the major Agencies, Associations and Institutions representing Italian cuisine and Italy in the world: Regional Authorities, the ICE Italian Trade Agency, the ENIT, universities, the Chambers of Commerce, trade associations, cookery schools, certified Italian restaurant chains and professionals in the area of food & wine and design.
The linchpin of the more than 1000 activities planned are the almost 300 diplomatic and consular offices and Italian Cultural Institutes that coordinate the initiatives of different partners in order to optimise the use of resources, create critical mass and assure consistency.
Seminars and conferences, meetings with chefs, food tasting events and gala dinners, commercial promotion events and cooking courses are only a few of the activities planned. Culinary art is also narrated through cultural initiatives such as the screening of films and documentaries on food, conferences, concerts, language courses, and photographic exhibitions.