Italian Trade Agency and Eataly Launch Global Partnership Celebrating Italy’s Finest Food and Drinks
Made in Italy Campaign Returns to Promote Italian Cuisine and Culture
ROME, December 5, 2022: ITA-Italian Trade Agency and Eataly, the largest Italian retail and dining experience in the world, are once again joining forces for the return of the Made in Italy campaign. The renewal of the global partnership will showcase the finest Italian food, drinks and hospitality and is now underway in stores across the globe until October 2023. The worldwide joint initiative between ITA and Eataly will operate under the umbrella of the Italian Ministry of Foreign Affairs and International Cooperation.
ITA and Eataly will once again collaborate on a 12-month collaboration, building upon a successful initial partnership in 2021 that will continue to support hundreds of Italian producers in six target countries: United States of America, Canada, United Kingdom, Sweden, Germany, and United Arab Emirates.
The focus for both ITA and Eataly in this renewed endeavor will be on the unique characteristics of Italian products and above all, on their authenticity and singular traits that make them stand out all around the world. A core pillar of this campaign will be hosting, in 13 Eataly stores, a series of consumer-oriented events, appearances at major international trade shows as well as other significant promotional opportunities for agri-food aligned with the Made in Italy project.
Thank to these activations, the Made in Italy initiative will highlight both the products already available in stores as well as new items and products that complement the richness, diversity, and quality that Eataly is known for – and has become synonymous with – for many years. Consumers will have the opportunity to learn about regional Italian products during seminars and tastings, experience the Italian dining culture at the restaurants at Eataly, and ultimately have a grocery experience that will mirror the shopping tradition of the mercato, or open air market in Italy. With this authentic shopping experience, consumers will become more knowledgeable about Italian foods and drinks, cuisine, culture, and centuries-old tradition.