Be Italian did it again!

The area organized by Lombardia Fiere as part of the New York International Restaurant & Foodservice Show once again proved to be an effective tool for promoting the excellence of Italian agribusiness products and professional foodservice equipment in the most important market in the world

The high level of satisfaction on the part of exhibitors at last year’s initial fair edition was a very positive sign and the high expectations were amply confirmed at this edition of Be Italian which just concluded. This overwhelming success is due to the effectiveness of the fair model developed by Lombardia Fiere (a fair provider composed of Centro Fiera, Pro Brixia, Promoberg and CremonaFiere) intended to bring together the specialties of the Italian culinary tradition and professional equipment made in Italy with an audience made up of thousands of US restaurant and foodservice professionals.

Be Italian was set up to evoke an easy-to-identify Italian town square within the context of the International Restaurant & Foodservice Show, and the public immediately showed keen interest in the Italian effort. Chefs, restaurateurs and distributors from all over North America continued to flock to the Italian area throughout the entire three days of the event, enabling the exhibitors to establish important business relations with highly qualified interested parties.

“We are extremely pleased with our fair experience,” beamed Gianluca Salvini, head of the Brescia company Tradizioni Padane, manufacturers of fresh artisanal pasta and present at the debut edition of 2018. “We brought with us new and innovative products which were very well received by the importers we had the pleasure of meeting.”

“We are attending for the first time,” explained Marina Guerra, head of sales for Nemox, a company that manufactures ice cream machines, “and we are very pleased with the fair. The buyer turnout has been great; it’s all very well organized; and the general set-up and design of the Be Italian area is outstanding, distinguishing it from the rest of the show.”

High attendance figures were also tallied up by the cooking shows organized in collaboration with the New York chapter of the Federazione Italiana Cuochi (Federation of Italian Chefs): showcase events featuring 4 chefs who took their turns preparing and explaining various traditional Italian dishes, utilizing primarily products made by the attending exhibitors, enabling fairgoers to taste the specialties on display in the booths.

“The success of this second edition confirms that we are on the right track, effectively serving participating Italian companies,” concluded Roberto Zanchi, president of Lombardia Fiere. “We are building a solid and highly practical work tool for promoting and teaching about quality Italian products in one of the major international markets, a country where all things Made in Italy are wholeheartedly appreciated and acknowledged for their unexcelled excellence.”

See the other photos of the event on the Be Italian 2019 Facebook page