NEWS » "Welcome Italia" fair Royal Horticultural Halls 18th to 20th October

"Welcome Italia" fair Royal Horticultural Halls 18th to 20th October

“Welcome Italia”, the biggest fair dedicated to Italian food, tourism and beverage industry will take place from the 18th to 20th October 2013 at the Royal Horticultural Halls, London.

The event originates from “La dolce vita” with a completely renovated format, through a rebranding of its contents, and exhibition choices, to create a unique occasion dedicated to promoting the flavour of Italian wine and the delightful food in London.

As a matter of fact Italian products are already very popular in the UK. The value of exports of Italian products in 2012 in the UK, ranked as the third largest international market in the world. The United Kingdom is quantitatively the third largest export market for Italian food and agricultural products (the fourth in economic terms).

In 2012, “La Dolce Vita”, now “Welcome Italia” boasted over 13,000 visitors. This year’s event will once again feature cooking lessons and wine tasting, and enable spectators to discover the origin of regional products through the organised “percorsi del cibo e del vino” (food and wine walks).

Many of the products are truly unique, such as 'nduja and bergamot that can only be found in the Italian region of Calabria. Visitors will be able to experience the blending of cultures, and directly purchase Italian food and beverages, as well as culinary products widely used in Italian restaurants and shops.

A typical Italian square will be constructed as a meeting place, where visitors can relax and enjoy refreshments whilst taking in the atmosphere. 

For the first time, there will be a cookery theatre sponsored by Electrolux, a world-leading provider of home and professional appliances, and run by the famous Italian Chef, Francesco Mazzei, best known for his appearances on BBC's Saturday “Kitchen and Perfect”. Welcome Italia will include presentations by other exceptional Chefs, such as Aldo Zilli and Enzo Oliveri. Visitors will be able to discover the secrets behind the recipes and see how the combination of various different ingredients can instantly make dishes come alive. Chefs will guide the public through the preparation of these dishes, and introduce them to the products used, as well as giving valuable advice during the various preparation stages, the cooking process, and the presentation of the dishes.

“Wecome Italia” is organised by the Italian Chamber of Commerce & Industry for the UK, with the partnership of the Italian Trade Commission (ICE), the Italian Cultural Institute in London, and ENIT, as well as the patronage of the Italian Embassy London, and the collaboration of Sagitter One. Welcome Italia is also supported by FIC-UK, Federazione Italiana Cuochi UK Delegation.

Giulia Lombardo

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