Mamma Mia! Eat your way to Italy Filed on February 21, 2021 Italian food is characterised by its simplicity with quality ingredients. Amedeo Scarpa, Italian Trade Commissioner to the UAE and Director of ITA Dubai Office, speaks about how it has been misrepresented, and on giving the world an authentic Italian culinary experience Boosting the agri-food industry As a government agency that promotes the internationalisation of SME Italian companies, the Italian Trade Agency (ITA), is strongly involved in the promotion of the Italian food and beverage sector abroad. The main pillar of the promotional activities in the F&B sector is the organisation of Italian participation at main international fairs, promotion of Italian products in partnership with retailers and online platforms, incoming of international buyers to the Italian fairs and exhibitions. There is also the Week of Italian Cuisine in the World, an initiative developed to promote Italian culinary traditions and food connoisseurship as a distinctive trait of Italian identity and culture. Organised by the Italian Embassy in the UAE together with the Italian Consulate, Italian Trade Agency, and the Italian Academy of Cuisine, the UAE event is part of a global celebration.