A recently concluded promotional campaign dedicated to Italian cured meats in the United Kingdom has yielded positive results, thanks to the collaboration between IVSI (Italian Institute for the Promotion of Cured Meats), ASSICA (Italian Association of Meat Industries), and the Italian Trade Agency (ITA).
The tour effectively engaged restaurateurs, importers, institutional representatives, students, journalists, and influencers, showcasing the flavors, traditions, and excellence of Italian cured meats across four major cities: London, Cardiff, Glasgow, and Edinburgh. Hundreds attended the events organized by the Italian Trade Agency in London, where guests had the opportunity to learn about, appreciate, and taste Italian cured meats.
THE STAGES OF THE PROMOTIONAL TOUR
The five-month initiative commenced on April 30 in London during the Real Italian Wine and Food event, where Italian cured meats took center stage. Here, restaurateurs, importers, and industry professionals deepened their understanding of these products, while ten participating companies established new commercial contacts. The core of the campaign focused on education.
On June 17, at the esteemed Welsh catering college Coleg y Cymoedd in Cardiff, over 100 students and food industry professionals participated in a cooking show that highlighted the versatility and flavor of Italian cured meats. The event featured renowned chefs, underscoring the importance of culinary education and the use of high-quality ingredients.
On September 17, the City of Glasgow College hosted a day dedicated to the history and sustainability efforts of the industry. Over 200 aspiring chefs engaged in guided tastings of Italian cured meats, enhanced by a cooking demonstration from Gary Maclean, winner of the Scottish edition of MasterChef: The Professionals.
The campaign culminated in a vibrant finale in Edinburgh from September 27 to 30, featuring a promotional weekend celebrating cured meat excellence in prominent local Italian restaurants. Limited-edition menus and press dinners drew significant media and influencer attention, further amplifying the visibility and appreciation of the project’s featured products.
“I would like to thank our public sector partners for their passion, commitment, and professionalism in promoting Italian cured meats in the UK,” said Monica Malavasi, Director of IVSI. “These initiatives demonstrate the extraordinary achievements possible when public and private institutions collaborate effectively. The synergy among IVSI, ASSICA, the Italian Trade Agency, and the consular network in Scotland has significantly enhanced our made-in-Italy brand, strengthening its presence in a competitive market like the UK.”