ITALY SELECTED AS COUNTRY OF HONOUR FOR SIAL CANADA IN TORONTO

The Italian Trade Commission to feature special exhibit at 2011 inaugural show in Toronto and complementary nationwide campaign

TORONTO, April 27 /CNW Telbec/ - The Italian Trade Commission (ICE) is proud to announce its participation in SIAL Canada's 2011 inaugural show in Toronto, which runs from May 11 - 13. Recognized as North America's premier international food tradeshow, ICE is honoured to hold a press conference to celebrate its involvement in the event. Ambassador Umberto Vattani, President of ICE and Mr. Daniele Rossi, Director of Federalimentare, will address media on Wednesday, May 11, at the InterContinental Hotel (Humber Room) at 11:00 a.m.

"ICE is delighted to share its country's heritage and culinary expertise during the event and throughout Canada in the months to follow," states Ambassador Vattani.

Inside the special Italian Pavilion, ICE will have an exclusive exhibit showcasing different multimedia presentations, unique technical workshops, and innovative new products. Attendees will also experience cooking demonstrations with well-known local chefs, participate in olive oil tastings and observe four seminars on olive oil, cheese, charcuterie and fruit/vegetable preserves.

"The Italian delegation is warmly welcomed to this year's event as the host country and we are certain that they will brighten up the show with the tastes and know-how's of its regional accents," states Xavier Poncin, Show Director, SIAL Canada.

In addition to SIAL Canada, ICE will also hold a series of  "Italian Weeks" across the country from May to November in Sobeys, Loblaw and Metro stores. The campaign, Veramente Italiano (Truly Italian), will educate consumers about authentic Italian food, protect the quality of agri-food production by certifying the authenticity of imported products and reassure consumers of the methods and conditions used in producing the products being made available to them. The campaign will launch in Toronto, followed by Calgary, Vancouver and Montreal.

For more information, visit www.italytrade.com and www.sialcanada.com.

About The Italian Trade Commission
Established back in 1926, the Italian Institute for Foreign Trade, better known outside Italy as the "Italian Trade Commission" or "Délégation Commerciale d'Italie", has two offices in Canada, including Toronto. With a wealth of information on foreign trade, this public organization has its Head Office in Rome, 16 branches in Italy and 107 offices in 80 countries around the world. In 2002, over 19,000 Italian companies and 15,000 foreign firms have participated in one or another of its activities.

The Italian Trade Commission's mission is to favor commercial exchanges between Italy and the rest of the world, stimulate industrial and technological collaboration, and facilitate partnerships to support the internationalization of the Italian economy and promote "Made in Italy" products in foreign markets. The Commission also offers information and assistance to Italian businesses, through its network of foreign offices.

About SIAL Canada
SIAL Canada is a tradeshow dedicated to food industry professionals, which targets the North American market. It's part of the international network of SIAL: 5 tradeshows on 4 continents (France, Canada, Argentina, China, United Arab Emirates) 9 300 exhibitors from over 100 countries and 216 000 attendees from over 200 countries. The tradeshow represents a unique opportunity to size business potential while networking with professionals. SIAL Canada was founded in 2001 with a partnership between l'Association des détaillants en alimentation du Québec (A.D.A.Q.), Groupe Export agroalimentaire du Québec-Canada and Exposium.

Sial Canada 2011 is sponsored by Agriculture and Agri-food Canada, le Ministère de l'Agriculture, des Pêcheries et de l'Agroalimentaire du Québec, Ministry of Agriculture Food and Rural Affairs (Ontario), and by the United States Department of Agriculture.

SOURCE ITALIAN TRADE COMMISSION

For further information:

and to RSVP for the press conference please contact:

Sacha Simpson
Zenergy Communications
416-591-5461
sacha@zenergycommunications.com

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ITALIAN TRADE COMMISSION

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