Italian restaurants are ambassadors of the Italian lifestyle in the world, and also a vehicle for knowledge and promotion of Italian gastronomic excellence. This is why the Italian Trade Agency (ITA) and Fipe-Confcommercio (the Italian Federation of Public Places) have decided to collaborate in order to enhance Italian restaurants and their promotional role abroad.

The initiative, presented in Milan on the occasion of the Host trade show, has as its main goal to tell the story of the ability with which chefs transform excellent F&B products, expression of the territory and regional traditions, into dishes that become a real experience of Made in Italy food all over the world.