COMMERCE AND TOURISM FOOD, CULTURE, AND NUTRITION EDUCATION AT MILANO FOOD CITY

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This morning, Milan s Mayor, Giuseppe Sala, and council members Cristiana Tajani (Production activities and Commerce) and Roberta Guaineri (Tourism and Quality of Life), together with Mauro Parolini,

Confcommercio Milano Counsellor for membership development, have presented the initiative to the press and operators.a week full of events, meetups, and cooking shows across the city.

Milano Food City is a project promoted by the Municipality of Milan in collaboration with all the partners of the initiative.

1 COMMERCE AND TOURISM FOOD, CULTURE, AND NUTRITION EDUCATION AT MILANO FOOD CITY One logo, one web platform, and one programme for one week of meetups, cooking shows, tastings, and initiatives to promote the culture of taste and correct nutrition. Milan, 25 January 2017 Following Expo 2015 s successful experience, food and healthy eating are back in town at Milano Food City from 4 to 11 May.This morning, Milan s Mayor, Giuseppe Sala, and council members Cristiana Tajani (Production activities and Commerce) and Roberta Guaineri (Tourism and Quality of Life), together with Mauro Parolini, Lombardy Region s Councillor for Economic Development, Roberto Rettani, President of Fiera Milano, Alberto Meomartini, Vice President of the Chamber of Commerce in Milan, Giorgio Rapari, Confcommercio Milano Counsellor for membership development, have presented the initiative to the press and operators.a week full of events, meetups, and cooking shows across the city. An international and attractive showcase for Milan, just like Fashion and Design Week.Milano Food City is a project promoted by the Municipality of Milan in collaboration with all the partners of the initiative. By organising this week of meetups and events on nutrition, Milan confirms to be the city of good food declared the Mayor, Giuseppe Sala. Tourists love Milan and Italy s haute cuisine and food research, which are important aspects of our culture. That s why I believe that all these initiatives will not disappoint anyone. The programme of the event is differentiated and attractive, as it includes tastings and cooking shows, but it will also be an opportunity to discuss about the need to promote correct eating behaviours and discover food history and culture.

2 Milano Food City follows on the heels of Expo and Food Policy, representing its heritage. Having one logo, one single web platform, and one programme allows operators to interact with only one interlocutor. This way, granting public spaces and areas will be easier for those who want to participate with their own event following the Fuorisalone model. These were the words of the council members, Cristiana Tajani (Production activities and Commerce) and Roberta Guaineri (Tourism and Quality of Life), who continued: Milano City Food aims at being a brand that allows citizens and tourists to easily identify all the events related to taste and correct eating behaviour.we expect this initiative to become a regular event for the city and we hope it helps increase Milan s international attractiveness also in the food industry. Milano Food City s first edition will be opened by an important event organised by the Municipality on Wednesday 3 May.A free event open to everybody and held in one of Milan s prestigious venues. Participants will learn some good nutrition practices and all things food, as well as the topics expressed in Milan s Charter in a sensory journey through music, performances, video installations, and readings.but there s still room for more! Flash mobs will involve all the courtyards of the city. Saturday 6 May, all the citizens will be invited to open their doors and organise a bring-a-dish dinner in their courtyards with their neighbours. An opportunity to mingle regardless of culture and age. From 8 to 11 May, Milan will host TUTTOFOOD, an international trade fair dedicated to food at fieramilano, and Milano Food City s core business. For the first time, with the Week&Food project, TUTTOFOOD will take professionals outside the fairground by organising events across the city that will be open to gourmands, citizens, and tourists. The focus of this seven-day event will be on excellent local products, innovation and new trends, food education, and biodiversity, ranging from educational projects to social occasions.week & Food will include numerous events, such as Taste of Milan and Italian Gourmet at The Porta Nuova Mall and Superstudio Più, where chefs, ice-cream makers, confectioners, and bakers will hold masterclasses, cooking shows, tastings, and participate in talk shows. Visitors can enjoy food they can take away as well as interesting educational moments.thanks to

3 the partnership with JRE - Jeunes Réstaurateurs d Europe - 12 young chefs from 12 countries will participate in engaging cooking shows, while 7 hotels will organise exclusive 5 star aperitifs every day. Thanks to the spark created by TUTTOFOOD declares Roberto Rettani, President of Fiera Milano institutional and supply chain players have created an important food system. This way, Milan has become the capital of the three Fs: Fashion, Furniture, and Food. Milan has never been so attractive. Foreign visitors come here to discover Italy s lifestyle. And this is the concept from where TUTTOFOOD draws its inspiration: combining excellence, unique local products, and international business. Another event will take place in concomitance with Week&Food. We are talking about Sapore in Lombardia, a project promoted by the Lombardy Region with numerous initiatives, from the presence of Lombard operators at Tuttofood to Lombardy-themed events in Milan, and initiatives across the region to give tourists and citizens the opportunity to discover new cities, villages, and areas near Milan. But that s not all. There will also be a special influencer tour, #inlombardia365, an initiative that involves major influencers of the tourism industry. Moreover, participants can get a special stamp for their #ilpassaporto inlombardia, or participate in gamification activities through the app. In Lombardy, the catering industry together with food-related activities and products keep creating an excellent combination of tradition and modernity. This asset makes Italy extraordinarily attractive for the domestic and international tourism market, explained Mauro Parolini, Lombardy Region s Councillor for Economic Development.

4 The entire city will be enlivened by food events, thanks to the collaboration with Confcommercio Milano, Lodi, Monza and Brianza, and by the FoodFriends project.this project aims at uniting the territory through food, becoming a laboratory of experimentation, and new taste and technological trends. Cooking shows and insights will take place at Bovara Palace, Porta Venezia tollhouses, and Capac, Polytechnic of Trade and Tourism. The project will be divided into 4 events:foodfriends Day, during which restaurants, bars, and clubs will offer local and international food tastings.foodfriends Night with parties across the city and FoodFriends Weekend. FoodFriends Charity with the FoodFriends doggy bag and FoodFriends sustainability week to combat food waste. Confcommercio participates in this new event with the FoodFriendsproject. Its aim is to create an attractive showcase around the chain supply, as that of design, fashion, and art, and to help Milan be an increasingly competitive and international city. Milan, with its shops, restaurants, businesses, and hotels is ready to welcome tourists and Tuttofood visitors with initiatives related to good food, correct eating behaviour, and business excellence declared Giorgio Rapari, counsellor of Confcommercio Milano, Lodi, Monza, Brianza responsible for membership development. Alberto Meomartini, Vice President of the Chamber of Commerce of Milan: The Chamber of Commerce of Milan supports the Municipality of Milan with the Expoincittà project, which leads to this new initiative related to the food industry. Milano Food City can be an attractive asset for our city and country, following Expo s success. After the fashion and design weeks, Milan can have another regular event that can be appealing for tourists. Milano Food City will follow Expo s example. In fact, a logo will identify all the cultural, commercial, and touristic events thus facilitating the creation, management, and promotion of the programme. A brand identity that will allow tourists, citizens, and city users to identify immediately all the events that will take place in squares, parks, and public and private places in line with Milano Food City. A single and georeferenced platform will be available at which can be accessed directly from your smartphone, tablet, or other devices.a website that can

5 intercept the highest number of potential operators interested in creating an event in the city as well as users of a cultural, touristic, and commercial offering from 4 to 11 May. Operators, associations, and companies that want to propose events, meetups, and initiatives to help create the programme of Milano Food City can find the information they need at Fiera Milano Press Office Rosy Mazzanti Simone Zavettieri T: E: press.tuttofood@fieramilano.it

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