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WITH PASTA AND INNOVATION: ITALIAN FOOD PRODUCTS LAND IN TOKYO
There will be Reggiano Parmesan cheese, Parma prosciutto and pasta. Gourmet oil and Modena balsamic vinegar will be there too, for dressing, with a good wine to go with the meals and espresso and liqueurs to finally round them off nicely. The best of Italian-made tastes will be on display at the Foodex exhibition in Tokyo, from March 2nd to 5th 2010. The 144 companies selected by the Italian Trade Commission to participate will bring with them a diversified and very high-quality selection, capable of satisfying even the most discerning taste buds. Although the “classic” Italian tastes with which the “Bel Paese” (beautiful country) is associated abroad, such as pasta (in all its forms) and good strong coffee, will certainly arouse much interest, there will also be many new things to discover: from the unmistakable aroma of truffles to sparkling wines, which this year won the challenge with French champagne and conquered foreign markets, thanks in part to a shrewd pricing policy. The Italian Foodex pavilion will include all this and more, since the companies taking part are keen to “make their mark” in an exhibition that has now been running for 35 years and whose last edition involved the participation of 78,000 visitors and over two thousand exhibitors. The Japanese market is particularly capturing attention, with figures showing a continual increase in exports to it: 479.7 million Euros in 2008 (+8.2% compared to 2007) and 110.5 million Euros in the first three months of 2009 (+2.6 compared to the same period in 2008). Pasta tops the Japanese list of preferences, generating a trade volume of 98.7 million Euros, followed by preserves and fruit juices (79.9 million Euros) and then wines (102.8 million Euros). Some premium Italian products are totally absent from the Japanese list of desires, such as jams and honey, as well as citrus fruits, which make excellent fresh juices. Foodex is the perfect occasion to discover and appreciate them, because the 2010 edition includes an important extra aspect: special focus on everything that is organically produced, and therefore healthier, having been grown without insecticides. From among these, visitors can try first class legumes and cereals, DOP (Protected Designation of Origin) and organic olive oil and other types of products, which will all be on display in Tokyo. The Italians will not be forgetting convenience, either: the whole range of Italian-made tastes will be transformed into frozen pizzas and desserts, ready-made meals and snacks, and even fruit, with frozen chestnuts. This allows the delights of Italian cuisine to be enjoyed conveniently, always fresh and without all the trouble of cooking. In fact, the real challenge in the Tokyo 2010 culinary event will be in innovative sectors such as frozen foods, because it is precisely with these types of products that work is needed to improve quality. Here too, or rather, here in particular lies the difference between Italy and other countries, and the companies taking part in Foodex know this very well.
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