FOODIES are in for a treat as the Italian Trade Agency (ITA) brings the “Authentic Italian Food Excellence” roadshow to Intermark Mall, Kuala Lumpur.
Happening now until Oct 4 at the mall’s atrium, the Eat Healthy, Taste Italy Fair is held in collaboration with Jaya Grocer, Global Pacific Victory (M) Sdn Bhd and Euro-Atlantic Sdn Bhd to celebrate what Italy has to offer while maintaining a healthy diet.
Italian trade commissioner Dr Samuele Porsia said this was the first and biggest campaign by ITA to promote made-in-Italy foods and beverages to the mass market in Malaysia.
“Through this campaign, we wish to introduce Italian ingredients, fresh produce and food products beyond hotels, restaurants and catering, and into the mass consumers’ homes and kitchens.
“Imagine being able to easily recreate that culinary experience at home and taste authentic Italian flavours at your dining table.
“Italian cuisine is touted as the ‘queen’ of Mediterranean cuisine.
“We all know Italian cuisine encompasses a healthy and balanced diet, allowing you to not only enjoy delicious food but also maintain a healthy lifestyle, ” he said.
Customers can look forward to a wide spread of Italian gustatory products from traditional favourites such as olive oil, pasta, cheese and ground coffee to new selections the likes of chocolates, pastries, ready-to-eat meals, jam and truffle.
Specialised fresh produce from Italy is also being brought in through this collaboration.
There will be a spend-and-win contest during the promotional period where customers stand to win up to RM2,000 worth of Italian products, one-night stay at Le Meridien Kuala Lumpur as well as cash vouchers to Favola Italian Restaurant.
Apart from encouraging purchases of authentic Italian products, the campaign also aims to highlight the excellence of Italian production.
“This campaign is not only to increase distribution and sales of Italian products but also to raise awareness and educate people about authentic Italian food.
“Many products may carry names that sound Italian but they are not Italian at all, ” said Italian ambassador Christiano Maggipinto.
For example, parmesan cheese. Parmigiano-Reggiano is the authentic Italian cheese while parmesan cheese is a generic term.
Also present at the event were Global Pacific Victory managing director Alex Liew, Euro-Atlantic managing director Ebby Loo, Jaya Grocer group operation director Daniel Tang and Pavilion REIT Malls retail chief executive officer Datuk Joyce Yap.
The in-store promotion will continue at seven participating Jaya Grocer outlets until Oct 18, featuring brands such as Cactus Fig, Pastificio Granoro pasta and Galbani cheese, among the many authentic Italian gourmet products.