The Italian Trade Agency is launching ‘La Verde Vita’, a campaign promoting the sustainability of Italian food and wine products in the UK, increasing the visibility of sustainability in Italian agribusiness in the UK.

The launch event for this campaign took place at lunchtime on Friday 24th of February at Eataly in Cucina del Mercato.

La Verde Vita campaign

The campaign consists of showcasing Italian products as examples of the value and quality that Italian agribusiness confers upon these products. This value is highlighted not only in the rigorous standards relating to production methods, inspections, and protected products, but also in the increase in value of Italian cultural heritage, in the promotion of the diversity, tradition, and uniqueness of agricultural production, and in the maintenance of rural spaces – all of which lead towards sustainability.

Launch event, Eataly

At the event a small number of journalists, chefs and influencers were invited to hear more from four speakers introducing the initiative in the masterclass room, followed by a networking lunch at Eataly’s Cucina del Mercato.

The speakers included Mr Giovanni Sacchi, Director of the ITA London, Gabriella Manfredi, the Agricultural Attaché of the Embassy of Italy in London, Federico Maria Dimonopoli, First Secretary of Bilateral Economic Relations at the Italian Embassy in London, and the super friendly Valentina Harris, celebrity chef and author.

In typical fashion, I arrived a little late to the event so quietly took my seat and did not notice that amongst the guests were a few people I was then delighted to hang out with at the lunch… Angelo Cook with Bello (an Instagram celebrity and all around super cool guy), lovely Sofia who’s a chef from Cilento whom I had the pleasure to meet in the past after she participated in MasterChef UK, fellow Cilento lady Mariantonia from ITA and chef Paola The Tiny Italian who’s a vulcano of energy and simpatia (check out her Saucy Society cooking classes!).

Had I known it was going to turn out being such a cool event, I’d have brought my proper camera!

The spread that Eataly had prepard for us was simply incredible. Tables of the best Italian produce, from mozzarella to burrata, from fish crudi (which I did not try of course but they looked so fresh and delicate), from a display of salumi and the most wonderful pizza al taglio… As if this wasn’t enough, there was so much hot finger food coming out, from crunchy, delectable arancini to a mushroom risotto served out of a Parmigiano wheel. All of course, served alongside prosecco and excellent italian wines.

When dessert arrived, Paola and I had to pick from a dish of three: a choux bun, a tiramisu’ and a cannolo. We made our choice, only to realise a single portion included all three!

An Illy espresso ended a wonderful event. I cannot thank the Italian Trade Agency and Eataly enough; I had certainly not expected to have such fun in such good company either!