Welcome Italia adds trade day to September show

Welcome Italia has added a trade day to its upcoming showcase of Italian food and wine following the success of its inaugural three-day consumer show last September.

Research revealed a high level of interest in last year's debut show from the UK's on and off trade and the show's organiser, the Italian chamber of Commerce in London , believes the exhibitors will benefit from seeing potential importers and stockists before the consumer show begins.

The trade show at London's Royal Horticultural Halls will be held on Friday 26 September from 1pm to 2pm before the show opens to the public over the weekend.

Attractions will include a Theatre of Cooking featuring the UK's best Italian chefs led by celebrity chef Francesco Mazzei, chef-owner of L'Anima restaurant, along with food seminars on the origin of Italian products and wine-tasting events.

Leonardo Simonelli-Santi, president of the Italian Chamber of Commerce & Industry for the UK, commented: "Italy's closest trade ties are with other members of the EU, with the UK receiving 7% of their food and drink export. Consequently, we have invested heavily in a ‘Made in Italy' strategy to build consumer loyalty.

"Products with specific geographical roots represent a significant segment of the overall value of Italian food production, and play a major role in Italy's national food export marketing strategy."

Last year, the show's 400 exhibitors and eight cookery food and wine demonstrations attracted 4,000 visitors.

Welcome Italia will be held at the Lindley Hall, Royal Horticultural Halls, Elverton Street, London SW1P from 26-28 September.

To register for the trade day, visit www.welcome-italia.co.uk/index.php/it/progetto-buyer/programma-buyer.