THE Italian Trade Agency (ITA) yesterday launched the Eat Healthy, Taste Italy Fair at the Bangsar Village shopping mall. It will be running until March 20.
The event was attended by Ambassador of Italy in Malaysia, Massimo Rustico, Italian trade commissioner Filippo Fusaro, The Food Purveyor Chief Executive Officer Geoff King, among others.
“I am pleased to see so many Italian food products at this fair, which aims to raise awareness about authentic Italian products made in Italy to the people in Malaysia,” said Ambassador Massimo Rustico.
Italy is very proud of its food, which it sees as an extension of its culture. Italian food is enjoyed by many around the world. While there isn’t a ranking of all the world cuisines, Italian food would have to be up there in terms of name recognition and popularity.
“The word is authenticity. We take what we’ve been growing for centuries and centuries, amazingly diverse and at the same time strong in culture with the country that is known around the whole world,” said Ambassador Massimo Rustico.
According to the ambassador, Italy exported food and wine in excess of 52 billion euros (RM237 billion) to 192 countries last year.
However, a big concern that was voiced by the ambassador and other speakers is the ever growing market of ‘Italian sounding’ products that might sound like the real thing, but lack the authenticity and therefore quality of foodstuffs that originate from Italy itself.
“Italian food is famous across the world and is mimicked,” said King. “His Excellency said many people use Italian sounding names to their products to give them credibility, I think this fare and others like it allow our customers to taste the difference, to really try the authentic food and realise themselves that there is a taste difference and a quality difference to be had.”
The Food Purveyor operates five brands throughout Malaysia: Village Grocer, Ben’s Independent Grocer (B.I.G.), BSC Fine Foods, Leisure Grocer and Pasaraya OTK.
The fair features authentic Italian products such as pastry, coffee, olive oil, chocolate, and snacks, truffle, vinegar, pastra, cheese, sauces, condiments, and many more.
“The burden is on our shoulders, for us our government, our organisations to promote, and media organisations to promote and highlight what is authentic Italian food,” Rustico noted.
“‘Letting the customers know better’, educating is perhaps saying too much, but letting the customers understand better what is the real Italian product, I think this is the right strategy, accompanying them to buy on the shelves what is authentic Italian.”
Having been stationed in Malaysia for only the past four and a half months, the ambassador had plenty of positive things to say about the relationship between Malaysia and Italy, with the mutual love and appreciation for food being a point of commonality.
“I think it is a fantastic diet, very tasty, for us Europeans it’s a real delight, I have to say, and wherever you go it’s very interesting the street food that you have in Malaysia it’s delicious and it’s something that gives the foreigner a glimpse of the culture, because culture and food are intrinsically associated.”
As part of the fair, authentic Italian food and drink products will be available at promotion prices at all Village Grocer outlets in the Klang Valley, Penang and Johor Bahru, Ben's Independent Grocer (B.I.G.), BSC Fine Foods and Leisure Grocer. – The Vibes, March 9, 2022
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