Campaign to promote authentic Italian ingredients


(From left) Liu, Maggipinto, Dr Porsia and Loo showing the signed MOU at the event.

THREE companies have collaborated in a move to promote authentic Italian products to the Malaysian market.

Italian Trade Agency, Global Pacific Victory (M) Sdn Bhd and Euro-Atlantic Sdn Bhd signed a memorandum of understanding (MOU) for the Week of Authentic Italian Food Excellence campaign.It was witnessed by Italian Ambassador Christiano Maggipinto.

With “Eat Healthy, Taste Italy” as the concept, the campaign is set to be launched on April 7, followed by a roadshow at the Intermark Mall in Kuala Lumpr from April 6 to 19.

Maggipinto said the idea was for the three companies to import Italian products that are yet to be available in the market.

He added that the campaign was introduced to increase sales of Italian products and to raise awareness and educate people about authentic Italian food.

“You can see a lot of products with names that carry an Italian sound. They may sound Italian, but they are not Italian at all.

“For example, parmesan cheese. Parmigiano-Reggiano is the authentic Italian cheese while parmesan is not, ” said Maggipinto after the signing of the MOU at his residence.

Also present at the event were Italian Trade Agency trade commissioner Dr Samuele Porsia, Global Pacific Victory managing director Alex Liew and Euro-Atlantic managing director Ebby Loo.

Representatives of Trendcell Sdn Bhd were also present to witness the event as multiple Jaya Grocer outlets will be the venue host of the initiative.

Dr Porsia said some 20 new products were included in the initiative, including canned food, dry ingredients, vegetables and fruits such as kiwi, apples and grapes from Italy.

He added that suggested recipes would be on display so Malaysians would know the ingredients to use in their cooking.

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