Italy will invest 60 million
euros in a public awareness campaign to promote original Italian
food products in the US, Canada and Mexico, in light of a 180%
increase in "Italian-sounding" foreign food products between
2001-2010, said Italy's Deputy Industry Minister Carlo Calenda
on Wednesday.
Calenda said the campaign aims "to bring original Italian
products to the shelves of large retail distributors, especially
American and Canadian, and explain to the American consumer the
value of authentically Italian food".
"In the past adequate money wasn't invested, but this year
we're investing 60 million euros, around 11 times what's been
invested in the past," he said, adding that the campaign will
peak during Christmas in Times Square and also include a video
filmed by actor Silvio Muccino.
"For the first time we're doing things in earnest, in a
structured way, without wasting resources," Calenda said.
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