Italian Trade Agency and Eataly, the world's leading retailer specializing in bringing Italian food and wine across borders, join forces once again in a campaign dedicated to Made in Italy. The renewal of the global partnership will showcase the best of Italian food and hospitality excellence until October 2023. The joint initiative between Italian Trade Agency and Eataly operates under the auspices of the Ministry of Foreign Affairs.

After the success of the first collaboration in 2021, Italian Trade Agency and Eataly are renewing the agreement for another year with the aim of continuing to give visibility to thousands of Italian products in six countries around the world: the United States of America, Canada, the United Kingdom, Sweden, Germany and the United Arab Emirates.

The focus of the renewed partnership emphasizes the qualities of Italian products, their authenticity and the distinctive characteristics that make Made in Italy unique in the world. A fundamental pillar of this campaign will be to host, in 13 Eataly outlets (including 8 in the U.S.), a series of events and initiatives aimed at the end consumer, organized in conjunction with the main international trade fairs and other important opportunities to promote the food supply chain.

These events in Eataly stores will act as a narrative sounding board and create new opportunities for visibility for both products already available at Eataly and new entries that will complement the quality assortment that Eataly has always been synonymous with.

Customers will be able to deepen their knowledge of Italian products through real experiences involving seminars, tastings and opportunities to try authentic Italian recipes at Eataly restaurants. Finally, they will be able to purchase products and reproduce iconic traditional Italian dishes at home with the ingredients and wines best suited for pairing.

In addition, a digital marketing, web and social campaign will complement the work of the stores with a full range of educational and commercial content. The main objective of the multichannel planning coordinated by Italian Trade Agency and Eataly is to introduce foreign consumers to concepts such as the Italian lifestyle, the supply chain and Italian craftsmanship by also taking advantage of occasions such as the World Food Days.