The Italian Chamber of Commerce launched the “True Italian Taste” 2021 with a series of creative events in Hanoi and HCMC to promote Italian cuisine as well as trade and investment between Italy and Vietnam.
Over the years, “True Italian Taste” events have been organized in Hanoi and Ho Chi Minh City with various activities including workshops and seminars, incoming business and training activities, master classes and events making the promotion of authentic Italian products to Vietnamese customers.
The events allow Vietnamese food importers and distributors, hotels, restaurants and catering companies (Horeca) and customers to distinguish authentic dishes from Italian dishes.
Italy has launched “True Italian Taste” events in 40 countries and territories since 2016 and in Vietnam since 2019.
“Vietnam is one of the priority countries in our global market strategy. It’s a big market with nearly 100ml of consumers, with growing revenues and sophisticated taste,” Italy’s Ambassador to Vietnam Antonio Alessandro said at a recent news conference in Hanoi.
“We believe that Vietnam is a suitable country to launch this type of initiative, by doing so, we can count on the Vietnamese public’s appreciation for Italian F&B. We want to increase bilateral exchanges which amounted to around 5 billion dollars in 2019. We work together with Vietnamese partners to strengthen the strategic partnership and grow our business in both directions.
Over the past five years, the turnover of Italian exports to Vietnam has increased by 78% to reach US$1.5 billion in 2020. Agri-food exports, which account for 6.7%, have increased by 86 % during the period considered.
Pham Hoang Hai, executive director of the Italian Chamber of Commerce (ICHAM), said the “True Italia Taste” program aims to help Vietnamese businesses and consumers better understand “Made in Italy” products and have the best choice by selecting “100% Made in Italian ingredients”.
In another way, it helps Vietnamese importers and distributors to learn about Italian food and beverage criteria, import and export policies, Italian market, product taste and demand. agri-food.
A representative of An Nam Fine Food Company, which imports Italian food to Vietnam, said, “We have two distribution channels – retailers and HoReCa – covering almost all supermarkets, hotels, restaurants and catering companies in Vietnam. A Nam company considered many factors when we choose a brand of products, including product quality and brand reputation among customers to ensure the success of the product.
Ambassador Antonio Alessandro said Italy is famous for the 3F letters – food, fashion and furniture and one of the top 10 food exporters in the world. However, Italy’s food exports to Vietnam remain modest, around 70 million euros.
“The business environment in Vietnam has changed significantly over the past 20 to 30 years since the Doi Moi (revival),” Ambassador Antonio Alessandro said. “The country has liberalized the business sector and Italian companies operating in Vietnam are generally very satisfied with the business environment in the country. Of course there are areas where you can do better, we can do better as than foreign partners.And the EVFTA provides the mechanisms for bilateral consultations and provides instruments to make this business environment even better.
This year, ICHAM launched the “True Italian Taste” in the form of a cooking competition titled “Italian Food – Italian Style” in Hanoi with a new sensational experience, much more intriguing.
The competition finale will be a live cooking show called “Authentic Italian Table”, joined by chefs, food bloggers, journalists and business people on May 22. A similar event is planned for Ho Chi Minh City in September.