Articles by: Natasha lardera

  • Life & People

    SFFS: the Response of the Italian Producers

    The Summer Fancy Food Show has closed its doors and according to the its organizer, the NASFT (National Association for the Specialty Food Trade), consumers are spending on specialty food again after a period of holding back. “The rebound is impressive,” Ron Tanner, Vice President, Communications and Education for the NASFT said, “As consumers feel more confident about the economy, they are coming back to specialty foods.”

    Italian food and wine continue to be among the top foreign exports to the US food market. According to 2011 U.S. Department of Commerce data and additional information from the Italian Trade Commission New York Office, in 2010: Italy exported US$ 3.183 billion worth of food and wine products to the U.S. Italian food and wine exports to the U.S. grew by 2.35% from 2009 and Italy ranked 6th in exports to the U.S. food and wine market. Italian food and wine products thrive in the American market because of their reputation for superior taste and quality and Washington is a strong market for specialty foods of quality. Italy is the number one exporter to the United States of the following products: wine (US$1 billion worth in 2010), mineral water (US$99.59 million worth in 2010), olive oil (US$481.59 million worth in 2010), cheese (US$277.68 million worth in 2010), pasta (US$198.46 million worth in 2010), and prosciutto (US$46.31 million worth in 2010).

    At the 57th edition of the Summer Fancy Food in Washington, the Italian Pavilion was the largest with  more than 200 exhibitors, including manufacturers of Italian gourmet products, producers, regions, export consortia, and chambers of commerce, showcasing the best of Italian gastronomy and wine,” Aniello Musella Trade Commissioner and Executive Director for the United States of the Italian Trade Commission said, “Visitors to the Italian Pavilion were able to see and taste Italy's finest offerings of cheese, freshly pressed fruit juices, extra virgin olive oil, freshly-cooked pasta, wine, gelato and other desserts. There were also a few new products introduced this year for the first time: frozen pizza and focaccia, individual quick-frozen and organic quick-frozen desserts and dairy products, gluten-free specialty foods, including pasta, flavored vinegars and salts, artisanal beer and ready to eat dishes.

    “We are very pleased to be in Washington DC, where there is an unprecedented interest in traditional Italian products and innovative ones,” Claudio Stefani of Giuseppe Giusti (producer of traditional balsamic vinegar of Modena since 1605) said “This is a great opportunity for us producers, buyers and suppliers. We are here to expand to a new slice of the American market where our products are not available yet. Giusti exports its famous and esteemed balsamic vinegar throughout the world, with the mission to contribute, through this refined typical specialty that is obtained with such care and passion, to the love of living and the passion for food that are so grounded in Modenese tradition.”

    “We have received visits of local representatives of retail stores, food service and restaurants,” Silvia Forte of Alce Nero (producer of organic products like pasta, sauces and condiments) “And we welcome the opportunity to introduce our products to Metropolitan Washington and the Middle Atlantic region. We guarantee high quality, 100% organic, authentically Italian products brought straight from our fields to your plate. Because we are involved in the whole production chain, we can enforce respect of our principles throughout the entire process and accurately trace back our food to its origins.”

    “We are here to bring the authentic flavors of our cuisine,” Sante Ludovico of La Pizza +1 (producer of frozen pizza) said biting into a crispy morsel of focaccia with green olives “A cuisine made with the top products you can find, with attention to details and a real passion for it. I come from a family that has always been in the food business. My father used to make mozzarella, and after losing that business I woke up one day with the desire to make something everybody loves... and honestly, everybody loves pizza!”

    Many of the producers here have been doing this for generations. FA. LU. CIOLI has been making porchetta since 1917, while Sorelle Nurzia makes nougat since 1835. “After many years and generations,” Rita Farroni of Sorelle Nurzia added, “We hand down all the secrets of the trade, from father to son (or daughter) to continue making with passion and tradition exceptional products that bring the quality of Italy throughout our country and abroad. This is what brings us all together here.”
  • Life & People

    I.O.O.% - Antidote Against Italian Sounding

    The United States, with over 300 million potential consumers, represent the first market choice for Italian producers of extra virgin olive oil. The north American market uses an average of 250.000 tons of olive oil a year and lands third in the the world's consumer chart with a quota of 13%.

    This data was presented at the Summer Fancy Food Show in a seminar organized by Unaprol (Unione Nazionale tra le Associazioni di Produttori di Olive), the largest organization of Italian olive oil producers, in collaboration with the Italian Trade Commission, in order to introduce buyers, restaurant owners, journalists and chefs to I.O.O.% alta qualità italiana, the quality brand of high quality extra virgin olive oil which is produced in Italy from Italian olives and which may be traced by Unaprol traceability system which analyzes each step in the production process. This means that the production process respects predefined parameters which are stricter than those of the current regular production legislation.

    The approval of the new community regulations which demands that the origin of the product to be shown on the label, permits consumers to easily recognize extra virgin olive oil in Italy. The 100% consortium covers olive growers, cooperative olive oil makers, associations, oil mills and packing companies and was founded to promote and add value to high quality extra virgin olive oil in Italy and abroad, to grant the certificate to the various actors in the production process which respect the regulations and undergo tests carried out by the certification body, and to organize educational campaigns on the consumption of high quality extra virgin olive oil.

    “We need to watch out for Italian sounding products, that market is said to be ten times bigger than the Italian one,” journalist Michele Bongaro of Unaprol said at the seminar, “In order to defeat this problematic phenomenon Unaprol, with I.O.O.% continues to intensify its network in order to inform consumers that it is possible to locate real authentic Italian extra virgin olive oil through its certified origin.” Indeed in Washington Unaprol wanted to promote, inform and educate the American consumer of the health benefits of extra virgin olive oil in the diet in the fight against obesity, a real problem in this country.

    According to wikipedia “there is a large body of clinical data to show that consumption of olive oil can provide heart health benefits such as favorable effects on cholesterol regulation and LDL cholesterol oxidation, and that it exerts anti-inflammatory, anti-thrombotic, antihypertensive as well as vasodilatory effects both in animals and in humans. Additionally, olive oil protects against heart disease as it controls the 'bad' levels of LDL cholesterol and raises levels of the 'good' cholesterol, HDL.”

    “Italian extra virgin olive oil has evolved from being considered an ethnic product to a symbol of the health conscious Mediterranean diet,” Massimo Gargano, president of Unaprol has said, “it is the second most exported Italian product to the US and it is part of a market of 350 million dollars.”
    At the seminar, food writer Bill Marsano gave some practical tips on extra virgin olive oil and how to taste it. Extra virgin oil is only 1% acid and is the result of the first pressing of the olives. The olives are crushed with grinding stones or steel presses which separate the dry part of the olives (pomace) from water and oil by pressure and/or centrifugation spinning.
    Evoo can range from a crystalline champagne color to greenish-golden and light green and there are three main categories: mild – light and buttery (ideal for raw meats, pasta sauces, raw vegetables and fish); fruity – slightly stronger (pairs well with grilled meats, pasta sauces, cooked vegetables and bruschetta); spicy – strong taste (perfect for rustic dishes).
    The steps to taste extra virgin olive oil are:
    lPour the oil in a small glass and gently swirl in order to release all the various aromas. Warm it with your hands,
    lInhale, first briefly than deeply trying to capture all the different aromas.
    lSip a small quantity of oil from the glass, trying to keep it in the front of your mouth between your lower lip and tightly shut teeth.
    lInhale, breathing first delicately then more vigorously so as to vaporize the oil in the oral cavity where the taste buds are.
    lWhile trying to identify and catalogue all the different aromas and flavors, exhale from the nose so that the vaporized oil particles can reach the nasal membrane giving even more precise sensations.
    lOnce you have collected sufficient information you can expel the oil.
     
  • Life & People

    Kosher for Everyone

    “Kosher for Everyone: Growth Opportunities and Challenges for Sales of Italian Specialty Foods in the U.S. Ethnic Market” was a seminar held in conjunction with the 57th international Summer Fancy Food Show at the Embassy of Italy hosted by the Italian Ministry of Economic Development and the Italian Trade Commission (ITC) where growth opportunities and challenges for the sale of Kosher Italian food in the United States were discussed.

    “'Kosher for Everyone' is designed to educate Italian producers about the economic benefits of obtaining kosher certification for their gourmet food and beverages and to encourage American customers to import more kosher Italian products to meet demand that is growing by as much as 15 percent annually,” Aniello Musella, Trade Commissioner and Executive Director for the United States of ITC said when introducing the event.

    “Italy has a strong culinary tradition based on Jewish recipes,” Ambassador Giulio Terzi di Sant'Agata added, “Cities like Rome, Venice, Florence and Ferrara, for example, have a strong Jewish presence. Roman Jewery has been in existence for over 2000 years without interruption and the cultural, and culinary impact, has been intense.” (Think of Carciofi alla Giudia, deep fried artichokes that originated in Rome's Jewish ghetto and are now served all over the country).

    Three experts on the market for kosher products and the Italian food market, Donato Grosser, president of D. Grosser and Associates, Ltd. Marketing & Management Consultants, Rabbi Umberto Piperno and Thomas Gellert, of Gellert Global Group, moderated by gourmet food, wine, and travel writer and radio commentator Fred Plotkin, discussed kosher food, whose consumption is becoming one of the hottest trends in the United States. They also explained how Italian producers and importers of Italian gourmet specialties can take advantage of the robust demand for a product not limited to one ethnic group.

    Donato Grosser, spoke about the market for kosher products in the United States, where Jews, Muslims, Seventh Day Adventists, consumers with dietary restrictions, vegans, vegetarians, Hindus, and healthy eating devotees are fueling purchases of kosher products. “Kosher food is prepared following biblical laws,” Grosser writes in his presentation to the event, “with five million Jewish consumers, the United States is the second largest kosher food market in the world after the State of Israel. The kosher food segment is extensive. In addition to orthodox Jews, who eat only kosher products, more than 80% of consumers who shop for kosher food are Muslims, and Seventh Day Adventists; consumers with dietary restrictions (such as people who are allergic to lactose and shellfish, and gluten intolerant); vegans, vegetarians and Hindus; and consumers who believe kosher food is healthier and safer because the certification guarantees the ingredients listed on the label. The kosher food market is estimated at$13 billion, including products purchased specifically for their certification. The kosher segment of the U.S. Food market has grown at a much faster pace that the rest of the market – as high as 15% annually according to some estimates. This rate parallels the growth of organic food.”

    According to the additional data presented by Grosser at the event obtained from a recent study published by the orthodox Union, “about 15% of all kosher consumers buy kosher-certified foods all the time; 58% buy kosher occasionally; 55% buy kosher because they believe kosher food products are safer and healthier; 38% buy kosher because they are vegetarian; 24% buy kosher because they want dairy free products; and 16% of consumers buy kosher because they want a substitute for halal products that are available in their area.”

    Rabbi Umberto Piperno, a kosher food expert, analyzed the technical aspects of kosher production, drawing upon his educational studies and vast experience, which includes coordinating Star K hashgachot (kosher certifications) in Italy. Rabbi Piperno carefully explained how “the Torah prohibits the consumption of certain foods such as blood, worms, insects, shellfish, fish without scales and fins, certain animals considered rapacious, and animals that do not meet the necessary requirement of cleanliness and therefore were deemed not suitable for offerings to God. For this reason not even the smallest trace of these products can be consumed.” Kosher animals like cows, sheep and goats must be ritually slaughtered and the meat must be washed and salted to make sure there is no blood left, while swine and hare are not allowed. “Milk and dairy must not have any contact with meat. Otherwise they may not be eaten. The supervisor must keep the dairy products under surveillance after milking until completion of the production of foods, such as cheeses that require a kosher rennet.”

    Thomas Gellert, a principal of the family owned Gellert Global Group, whose diversified businesses include international food importing, specialty packaging, and restaurant management, discussed his experience with kosher and Italian products, and explained how at the moment they import over 2500 Italian cheeses but none of them is kosher. According the Gellert PDO (Protected Designation of Origin) regulations are so strict that they make it impossible to produce a different product.

    The purpose of these laws is “to protect the reputation of the regional foods, promote rural and

    agricultural activity, help producers obtain a premium price for their authentic products, and eliminate the unfair competition and misleading of consumers by non-genuine products, which may be of inferior quality or of different flavor.” Producers interested in kosher will have to think of alternatives (as they did with meats – indeed duck prosciutto has substituted pork prosciutto) in order to make kosher cheeses, “In Sardina, for example, there are cheeses that are still made with a vegetarian rennet – such as artichokes and chard, Rabbi Piperno explained.

    There always are solutions, and the investment is worth it. The Chinese, for example, already have a thousand companies producing kosher products as the market is really a goldmine. If a culture so foreign to Jewish culture can do it, why can't we?

  • Life & People

    The Italian Pavilion @ the Summer Fancy Food Show

    The 57th Summer Fancy Food Show, the nation's premiere specialty food and beverage marketplace, held in Washington DC from July 10th to the 12th has just ended. The annual event showcased 180,000 specialty products, welcomed 2,400 exhibitors from over 80 countries and 25,000 participants and visitors in the food and beverage industry.

    As it has been for the past 30 years, the Italian Pavilion was the largest. Showcasing the best of Italian gastronomy and wine, the Pavilion featured 202 exhibitors, including manufacturers of a vast array of Italian gourmet products, as well as producers, the country's regions, export consortia, and chambers of commerce.

    Ann G. Daw, President of the National Association for the Specialty Food Trade (NASFT), which owns and operates the Summer and Winter Fancy Food Shows, said “We are delighted the Italian Trade Commission once again has brought together an impressive line up of Italian specialty food and wine companies, all ready to offer samples and information on the best of Italy.”

    Visitors to the Italian Pavilion were able to see and taste Italy's finest offerings of cheese,  freshly pressed fruit juices, extra virgin olive oil, freshly-cooked pasta, wine, gelato and other desserts. There were also a few new products introduced this year for the first time: frozen pizza and focaccia, individual quick-frozen and organic quick-frozen desserts and dairy products, gluten-free specialty foods, including pasta, flavored vinegars and salts, artisanal beer and ready to eat dishes.

    At the kick off of the show on July 10th, Aniello Musella, Trade Commissioner and Executive Director for the United States of ITC (Italian Trade Commission) welcomed all with an open invitation: “Italy is the land of naturally nutritious food from sunup to moonrise, with fields and farms full of vegetables, herbs and grains, cheeses in volume of number, taste and type, voluptuous grapes for numerous great wines, trees with myriad olive offerings as well as pastas and breads, nuts, and a wealth of fishes, sea urchins, clams and mussels. You name a top quality food, and Italy most likely produces a bounty of it – from our mountains in the north to the tip of the boot in the south and from the beautiful seas that lap our shores.

    Ours is a country that is blessed with fields and mountains and oceans that are legendary for the plethora of good foods they have produced over the centuries and still provide in a rich bounty today both for dinner tables at home and worldwide. Today Italy's rich store of products – natural, organic, and kosher as well as our vast offerings of sauces, marinades, tapenades, preserved and prepared meats and seafoods, fruits, figs and antipastos and other products – are in high demand by increasing numbers of knowledgeable, health-conscious cooks and diners worldwide. Whether you want to prepare a quick dish, or a grand, multi course dinner, the foods and wines from Italy will brighten your fare. Throughout the 2011 Summer Fancy Food, I invite you to visit, tour and taste the sunny cornucopia of products offered at the official Italia Pavilion in more than 200 exhibitor booths – the largest number in the show, all featuring top quality, authentic Italian products.”

    Along with Mr. Musella was Lorenzo Galanti, Counselor at the Italian Embassy in Washington DC. He stressed the importance of Italy in such a major trade show as the Fancy Food, “10% of the show is indeed Italian,” the increase of Italian exports, “18% in the first quarter,” and the “authenticity of the 70 Italian restaurants in Washington DC, a city that is a growing culinary power.”

    Ann Daw added that bringing the show to Washington was indeed a great opportunity as “There is an unprecedented interest in artisinal food and innovative products and this creates wonderful opportunities for buyers and suppliers.” Washington is indeed a new gastronomic capital that caters to embassies and international trade organizations.

    And Italy set to conquer Metropolitan Washington and the Middle Atlantic region as they are strong markets for specialty foods. “We want to bring our traditional products and our new, innovative products, like gluten-free and kosher,” Mr. Musella added, “the kosher segment, for example, has great potential, that is why we organized a special event with important speakers like food writer Fred Plotkin and rabbi Umberto Piperno to educate producers who are curious to enter this small but fast growing market. We also wanted to highlight the quality and uniqueness of our olive oils through an event organized by Unaprol, the largest organization of Italian olive oil producers, and the continuous struggle between tradition and innovation at a special breakfast where we held a thought-provoking conversation led by award-winning food journalist Corby Kummer of The Atlantic with leading chefs on the Washington, DC scene – Mike Isabella of Graffiato and Luigi Diotaiuti of Al Tiramisu -- and author John Mariani (How Italian Food Conquered the World).

    There are plenty of chefs who come to Italy to learn certain skills and traditional recipes then they return here and create something new, something inspired by what they have learned. I think it is good to have new ideas but it is very important to use authentic Italian products. We also had the opportunity to introduce a new program, Club EATalian, an education program presented in collaboration with the Italian Ministry of Economic Development to showcase healthy alternatives to highly processed food-based meals for American kids and their parents.”

    --

    The food and wine sector of the Italian Trade Commission in New York provides industry information, produces trade publications, ad organizes tastings, food demonstrations, events, seminars, press trips and trade show pavilions across the United States.  

    For more information please visit www.ItalianMade.com, the official site dedicated to the foods and wines of Italy, or contact The Italian Trade Commission by telephone 212.980.1500; by fax 212.758.1050; or via email: [email protected]
  •  
    Life & People

    Recapping SHOP ITALY NYC

    SHOP ITALY NYC, a month-long shopping event promoted by the Italian Ministry of Economic Development and organized by the Italian Trade Commission (ITC), is about to end but it is not over yet, still all conversations at the VIP Hospitality Tent at the corner of Green and Spring Streets on July 6th, first day in Soho, are about its success.

    Strolling down the streets of this fashionable neighborhood, map in one hand, and a glass of Prosecco in the other, we have the opportunity to speak with Aniello Musella, Italian Trade Commissioner for the United States. “The retailer's response to the promotion has been extremely positive,” he confirms, “They all have greatly appreciated the promotional investment made by ICE and have confirmed a greater interest and affluence of shoppers.”

    “Two main elements have brought on the success of this initiative,” he continues, “First of all the major communication campaign on the American press, blogs, the web and alternative means of communications like videos on taxi cabs. The campaign has been extremely articulate and started way before the official kickoff of the events back on June 14th. The other important element is the VIP Card, a special tool that invites the shopper to buy and enjoy the special discount offered by the participating retailer.”

    As we move from one store to the next we learn that there has been a great participation in all the three neighborhoods where the promotions have been held in the past month. “Mind you, this is the first time that the promotion has spread to different areas,” Musella specifies, “In the past years there was only Made in Italy Madison. This year we have expanded. The Meatpacking District is the new Madison Avenue, the place where you can find the trendiest and most avant-garde shops. Madison Avenue still is the mecca of Italian shopping, and indeed the promotion lasted two weeks there. Last but not least, Soho is important because it is representative of Italian high fashion but mostly of interior design, another pillar of the Made in Italy label. We really wanted to focus on this aspect as well. Let's not forget the participating restaurants and wine shops as they are extremely important in this celebratory moment of the Italian lifestyle.”

    At Kartell, Executive Vice President John James Jenkins, confirms that “These promotions are always positive as they allow us to promote a system and the uniqueness of such system while allowing us to dive into the needs of the real market. We are always grateful of the support we get from ICE and my personal wish is that these events will grow to have a major impact on this city, a city that is extremely curious and open to what's new and of quality. We want to educate the average client to walk into our showrooms, to embrace our products rather than being intimidated by them. They don't walk in simply because they are afraid of the cost or simply because they do not know the product. This is an awareness that we can bring to the public if we all work together”

    Francesco Farina, C.E.O. Of Scavolini USA Inc. shares the same opinion and focuses on the fact that

    “This is something we cannot do alone. We need a leading actor, in this case ICE, that brings us all together and leads us in the right direction. ICE is really pushing on what seems to be the weakest link in the chain of retail sales, and we are more than happy to participate in all Italian events that contribute to promoting the Made in Italy label.”

    The positive effects of the promotion can be seen in the stores themselves. Although some, such as Fontana Arte, experience a smaller participation, most likely due to being just the first few hours of the first day of the Soho promotion, others are extremely satisfied. Jessamyn Go, General Manager of Philosophy di Alberta Ferretti confirms a “great affluence of shoppers in what usually is a slower season. West Broadway fills with tourists during the summer months so in addition to the American public we get a lot of Russian, Asian and some European clients. The signs in the window really attract the people's attention and many walk in to ask questions and once they are in they are more than happy to enjoy a glass of Prosecco, listen to the live music and take a look to what we have to offer.”

    July 7th is the last day. For a map and a VIP Shopper Card stop by the VIP Hospitality Tent at the corner of Green and Spring Streets. Visit http://www.fashionitalianstyle.com/

     
  • Life & People

    Last Chance Soho!


    “It’s been a total of four weeks of shopping that started in June, and it is a way to show the courage of the Italian industry.” With these words award winning designer Karim Rashid explains to journalist Sara Gore of LX TV the concept of Shop Italy NYC, a month long series of shopping events held in the city’s finest Italian boutiques, retail stores and restaurants. Rashid’s work is featured at Alessi, one of Italy’s main Designer Factories, and the store’s special promotion features some of Karim Rashid’s products specially designed for the design house: two watches and a series of tabletop bowls autographed by the designer himself.
     
    Promoted by the Italian Ministry of Economic Development and organized by theItalian Trade Commission, SHOP ITALY NYC is a unique opportunity to shop Italian high fashion and design with special discounts thanks to the VIP Shopper Card. The finish line has almost been reached, and after great shopping opportunities in the Meatpacking District and on Madison Avenue, it is now the turn of Soho.
     
    Known for its art galleries and amazing lofts, Soho is home to the shops of many important designers of both the fashion and the design worlds... and Italy offers the best of both worlds.
     
    SHOP ITALY NYC is a new, successful formula for a promotion that focuses on the uniqueness of the Made in Italy stamp of quality that characterizes a large number of high quality products that are not only about fashion anymore, but also about design, food, wine, motor vehicles and much more. It is representative of something that is simply legendary.
     
    There is a very positive image of Italy and Italian products in the USA, and promotions like this one definitely help in improving it. The ICE office in New York has succeeded in this endeavor, because it is not alone, it relies on the great value of the country’s businesses, the abilities of its designers, the talents of its sales reps and the quality of its final products. Italy is multiplying the opportunities to attract the American consumer, and initiatives like SHOP ITALY NYC are a fine way of doing it.
     
    Throughout the month-long promotion, every Wednesday and Thursday starting at 5 p.m. (and up to 8 p.m.) shoppers have been able to kick off their night at Shop Italy NYC’s VIP Hospitality Tents located in the evening’s designated area: in Soho at at the corner of Spring and Greene Streets on July 6 and 7.
     
    At the VIP Hospitality Tents guests can enjoy complimentary Italian food and beverages offered by PIZZA ROMA and SERAFINA RESTAURANT. Here they are also be given maps featuring the participating retailers and a list of the events held as well as their own VIP Shopper Card which will give them access to special promotions being offered at the participating stores.


    More info @ http://www.fashionitalianstyle.com/
     
    The following is a preview of this week’s promotions:
     
    July 6 - Soho
    Alessi - Shop Karim Rashid at Alessi Soho. 20% discount on all Karim Rashid designed Alessi products and introduction of the new Rashid designed watch: JAK. Signed by Karim Rashid (While supplies last).
    Bisazza - Bisazza Bagno Preview. New Bisazza Bath Collection.
    DOM Interiors/Valcucine Showroom - Sustainability At Its Best - A Look at New Products. Wine reception. 15% discount for Shop Italy customers on selected items.
    Fontana Arte - 2011 Collection Preview. 5 - 7 pm.
    Il Bisonte - Shop Italy Cocktail Party.
    Kartell - Magic Garden. Preview of the New Outdoor collection designed by Phillippe Starck, made by Kartell.
    La Perla - New Shape Couture. Cocktail party and model presentation.
    Luceplan - Shop Italy Promotion. 30% discount on MSRP. Spend over $3,000 for a 35% discount. Cheese and wine.
    Philosophy di Alberta Ferretti - Fall 2011 Collection "Sneak-Peek". Cocktail party.
    Scavolini - Design and Gelato. Renown Italian ice cream GROM will be served. Special Shop Italy NYC surprise! 6 -8 pm.
    SICIS - Aperitivo in Celebration of New Art Collection.
    Solstice - Italian Designer Brand Presentation.
    Sportmax - Shop Italy Promotion. Cocktail Party with hors d’oeuvres. Receive a complimentary gift with all purchases.
    Technogym - Shop Italy Cocktail Party.
     
    July 7 - Soho
    Alessi - Shop Karim Rashid at Alessi Soho. 20% discount on all Karim Rashid designed Alessi products and introduction of the new Rashid designed watch: JAK. Signed by Karim Rashid (While supplies last).
    Bisazza - Bisazza Bagno Preview. New Bisazza Bath Collection.
    Cappellini - Preview of 2011 Fall Collection.
    DOM Interiors/Valcucine Showroom - Sustainability At Its Best - A Look at New Products. Wine reception. 15% discount for Shop Italy customers on selected items.
    Fontana Arte - 2011 Collection Preview. 5 - 7 pm.
    Il Bisonte - Shop Italy Cocktail Party.
    Kartell - Magic Garden. Preview of the New Outdoor collection designed by Phillippe Starck, made by Kartell.
    La Perla - New Shape Couture. Cocktail party and model presentation.
    Luceplan - Shop Italy Promotion. 30% discount on MSRP. Spend over $3,000 for a 35% discount. Cheese and wine.
    Philosophy di Alberta Ferretti - Fall 2011 Collection "Sneak-Peek". Cocktail party.
    Poltrona Frau - 2011 Fall Collection Preview.
    SICIS - Aperitivo in Celebration of New Art Collection.
    Solstice - Italian Designer Brand Presentation.
    Sportmax - Shop Italy Promotion. Cocktail Party with hors d’oeuvres. Receive a complimentary gift with all purchases.
    Technogym - Shop Italy Cocktail Party.
     
  • Life & People

    Puglia's Masserias: Exploring the Unexplored

    “As a child growing up in Puglia, the Via Appia was our natural playground and the Masserias were the background,” with these words Nichi Vendola, president of the Regione Puglia, who is currently visiting New York, described to the audience at Casa Italiana Zarilli Marimò the beauty of a region portrayed through its farmhouses in the book Masseria the Italian farmhouses of Puglia.

     
    Published by Rizzoli, with photography by noted New York photographer Mark Roksman and text by architect and scholar Diane Lewis, the book features 200 color photographs that capture the spirit of an architectural tradition that makes the “heel of Italy” one of the most enchanting regions of the country.
     

    To better understand what these buildings are we borrow text from the presentation:“Surrounded by verdant vineyards and groves of olive trees, the ancient Masseria buildings of Puglia – fortified domestic structures of brick, stone and concrete dating from the middle ages – embody a rich cultural past largely unexplored by the tourists and villa seekers of Tuscany. Once serving as farmhouses and way stations for those traveling along the Via Appia, these buildings have been renovated to serve as private residences or boutique hotels, with their beautifully preserved interiors thoughtfully adapted and turned into cool serenity.”
     
    The book, which is divided into fours sections – The Coastal Plains (towers and courtyards), The Itria valley (manors and chapels), Magna Grecia (fortresses and colonnades) and Imperial Puglia (wells and cisterns) - offers a previously unseen look into these amazing spaces that were defined by Diane Lewis “estates of family and livestock.”
     
    This photographic journey introduces the reader to constructions such as the pure and rustic Cimino, a Masseria adjacent to the ruins of the ancient roman city of Egnatia Massaria, that is a fortified farmhouse surrounded by vegetation and ancient olive groves, the elegant Appidè, whose name is rooted in Greek, that features blocks of jointed masonry and Hellenic structures, Girifalco a living farm that maintains fields, groves, livestock and Montereale, a 17th century manor house that once hosted royals and introduced them to rustic elegance and Masseria life, among others.
     
    “We were crammed into a caravan eating sandwiches and driving around to as many Masserias as possible” Diane Lewis explained,”Mark took thousands of photos and only a few hundreds made it into the book.” Putting this book together was an amazing quest where the authors were received not private homes and working Masserias with great hospitality, energetic support and generous cultural contributions. “This is typical of the spirit of the people of Puglia, people who have a strong identity but welcome other identities, who are special but do not see themselves as better than others,” president Vendola concluded.
     
    The book is available at Rizzoli.
  • Life & People

    Madison Avenue - Fashionably Italian

    Madison Avenue carries one-way traffic north-bound from 23rd Street to 135th Street, through the years it has been identified with the advertising industry after the explosive growth in this area in the 1920s and with luxurious designer shopping because of its exclusive boutiques. It has often been described as pure elegance and high fashion and is a firm favorite amongst fashion junkies and window shoppers alike. Most of the shops on Madison Avenue are Italian and are the favorite destination of stars and starlets alike. In addition to amazing shops, there are several cafes and restaurants whose sumptuous offerings will revive you for your next bout of shopping in New York City.

    Madison Avenue is now hosting the Summer edition of SHOP ITALY NYC, a month long series of shopping events held in the city's finest Italian boutiques, retail stores and restaurants. Promoted by the Italian Ministry of Economic Development and organized by theItalian Trade Commission, SHOP ITALY NYC is a unique opportunity to shop Italian high fashion at “bargain” prices.

    “There is a huge Italian presence in New York,” Alexandra Nesterczuck, manager of the children boutique Monnalisa said, “and this promotion is a way to embrace it better. A lot of regular clients have come into the store to ask questions about SHOP ITALY NYC because they see the sign and they are excited about the promotions.”

    Throughout the month-long promotion, every Wednesday and Thursday starting at 5 p.m. (and up to 8 p.m.) shoppers can kick off their night at Shop Italy NYC’s VIP Hospitality Tents located in the evening's designated area: on Madison Avenue at Madison Avenue between 63rd and 64th Streets on 29 and 30. At the VIP Hospitality Tents guests can enjoy complimentary Italian food and beverages offered by PIZZA ROMA and SERAFINA RESTAURANT. Here they are also be given maps featuring the participating retailers and a list of the events held as well as their own VIP Shopper Card which will give them access to special promotions being offered at the participating stores.

    We are lucky to have a preview of the specials being offered so that shopaholics can actually chose in advance.

    Just pick your favorites:

    June 29 - Madison Avenue

    Brics - Campari Limited Edition Collection Launch. Travel with style. Please join us for an exclusive shopping event. 20 % discount on your purchase.

    La Camiceria Italiana - Shop Italy Wine Reception.

    Claudia Ciuti - Shop Italy Promotion. 15% discount for Shop Italy customers.

    Davide Cenci - Fall Collection Preview. 15% discount on made to measure orders. 5 pm till 6:30 pm.

    Domenico Vacca - Shop Italy Promotion,Complimentary Prosecco + 15% discount.

    Etro - Shop Italy Promotion. Complimentary Prosecco. Free alterations & delivery to all "Shop Italy, NYC" shoppers.

    Frette - Shop Italy Promotion. Complimentary Prosecco. 10% discount on all purchases.

    Furla - Furla Fall 2011 Collection Preview.

    Geox - Shop Italy Promotion. Enjoy 30% discount on the second pair of GEOX shoes purchased. Complimentary Prosecco.

    Michele Negri - Fall/Winter 2011 New Collection Presentation. Special 10% discount on all new items.

    Monnalisa - Private Fall/Winter 2011-12 Collection Preview. Fashion show and Cocktail party. Extra 20% discount storewide.

    Paul & Shark - Spring/Summer Collection Sale. 30% discount on selected items. Until 6 pm.

    Tincati Milano - Personal appearance by Mr. Antonio Tincati from Milan. Tailor will be making ties on the spot so you can see how a seven fold tie is made. New fabric preview.

    VBH Luxury - Wine Reception. Free delivery to Shop Italy customers.

    June 30 - Madison Avenue

    Brics - Campari Limited Edition Collection Launch. Travel with style. Please join us for an exclusive shopping event. 20 % discount on your purchase.

    La Camiceria Italiana - Shop Italy Wine Reception.

    Claudia Ciuti - Shop Italy Promotion. 15% discount for Shop Italy customers.

    Davide Cenci - Fall Collection Preview. 15% discount on made to measure orders. 5 pm till 6:30 pm.

    Domenico Vacca - Shop Italy Promotion,Complimentary Prosecco + 15% discount.

    Etro - Shop Italy Promotion. Complimentary Prosecco. Free alterations & delivery to all "Shop Italy, NYC" shoppers.

    Frette - Shop Italy Promotion. Complimentary Prosecco. 10% discount on all purchases.

    Furla - Furla Fall 2011 Collection Preview.

    Geox - Shop Italy Promotion. Enjoy 30% discount on the second pair of GEOX shoes purchased. Complimentary Prosecco.

    Michele Negri - Fall/Winter 2011 New Collection Presentation. Special 10% discount on all new items.

    Monnalisa - Private Fall/Winter 2011-12 Collection Preview. Fashion show and Cocktail party. Extra 20% discount storewide.

    Paul & Shark - Spring/Summer Collection Sale. 30% discount on selected items. Until 6 pm.

    Tincati Milano - Personal appearance by Mr. Antonio Tincati from Milan. Tailor will be making ties on the spot so you can see how a seven fold tie is made. New fabric preview.

    VBH Luxury - Wine Reception. Free delivery to Shop Italy customers.

    SHOP ITALY NYC will continue in Soho on July 6th and 7th. Stay tuned for those promotions meanwhile enjoy your experience among the stars on Madison Avenue.
  • Life & People

    SHOP ITALY NYC. A Shopping Experience at its Fullest

    La Perla, Krizia, Massimo Bizzocchi, Moschino, Solstice and Industria Superstudio, these are all the retailers that took part of the events of Shop Italy NYC in the Meatpacking District... and these are the retailers that Italian architect and gallery director Francesco Piva has visited on the second day of the event. “I am here to enjoy this shopping experience at its fullest…” he says while sipping a glass of wine at the VIP Hospitality Tent in Gansevoort Plaza, “… so I want to go to each and every restaurant too.” (The participating restaurants are La Bottega, La Gazzetta, Macelleria and Villa Pacri).

    Organized by the Italian Trade Commission, Shop Italy NYC is a celebration of Italian heritage and quality throughout the city's greatest shopping destinations: the Meatpacking District, Madison Avenue (June 22, 23, 29 and 30) and Soho (July 6 and 7). On June 16th, the Meatpacking District is buzzing with trendsetters, young starlets, excited tourists and wannabes as any other night, with the difference that the tent right by the Gansevoort Hotel is really attracting people’s attention. The tent is open to any shopping aficionado who is attracted by discounts and special promotions that would give them the opportunity to shop Italian high fashion.

    “I believe this is an amazing event for the promotion of Italian high quality products here in New York City,” Francesco says, “Many Americans love our style and the Made in Italy label but many stay away because they immediately assume that they can't afford it for some reason. Assuming is always a dangerous thing. If you look you can always find something that is right for you and something of superior quality lasts so much longer so in the end even though you spent more on a pair of shoes you get to enjoy what you bought for a longer amount of time.”

    At the tent Francesco picks up his VIP Shopper Card and map, it is finally time to move form one store to the next. Flutes filled with delicious bubbly are served at La Perla where guests can enjoy a preview of the new collection and take advantage of special discounts. The sophisticated and minimalist Krizia flagship store has been turned into a disco club, what a difference with the store that was on Madison! Indeed Krizia had for over a decade her flagship store on Madison Avenue but just a couple of years ago decided to move to this neighborhood. “This was a long time coming,” said the Krizia’s store director Patrick Field. “A tremendous number of women under 40 weren’t familiar with Krizia. I don’t see a younger customer shopping on Madison Avenue with the exception of Dolce & Gabbana and Prada. The Meatpacking District is the new hot area.” At Massimo Bizzocchi, across the street from Krizia, on 14th street, guests are presented with the latest trends and unique pieces of high fashion with the Made in Italy and Made in Brooklyn labels. Moschino’s designs are always fresh, fun, surrealistic and often push the envelope and the boutique is dotted with the “Shop NYC” promotion stands to remind customers that who shops will be rewarded. The same is happening at Solstice and Industria Superstudio.
     

    At the restaurants, as well as at the boutiques, the managers have prepared special deals for Shop NYC guests, all it takes is to show your card.

    Aniello Musella, director of Italian Trade Commission in New York, is very happy with the results of the promotion as all the boutiques and the restaurants have actively contributed to its success. “Many American shoppers have visited the VIP Tent at Gansevoort Plaza and the VIP Card helped allowed them to get nice discounts at showrooms and restaurants. All the parties in the store attracted onlookers who, between a glass of Prosecco and a nice snack, have really enjoyed their shopping experience.”

    And Francesco? He definitely took advantage of the opportunity and went home with a colorful tie from Bizzocchi and a hand tailored shirt. He has a final thought “All this excitement, this class and quality really makes me proud of being an Italian and of how Italy is represented in America.”

     
  • Life & People

    Top Fashion, Top Deals


    Who doesn't like a one of a kind, really amazing shopping promotion? You don't need to be a shopaholic to be at least intrigued and curious to know more. What kind of promotion? Something that involves Italian high fashion, top quality design and scrumptious food. We got your attention, right? You need specifics, we understand that and here they are.


    The American capital of style, New York City, is about to host the first edition of SHOP ITALY NYC, a month long series of shopping events held in the city's finest Italian boutiques, retail stores and restaurants. Promoted by the Italian Ministry of Economic Development and organized by the the Italian Trade Commission, SHOP ITALY NYC “will provide a dynamic experience throughout the city and encourage consumers to visit and shop Made in Italy, " said Mr. Aniello Musella, director of Italian Trade Commission in New York.
     
     

    • Meatpacking Events -  15 & 16 June
    • Madison Avenue Events – 22 & 23 June
    • Madison Avenue Events – 29 & 30 June
    • Soho Events – 6 & 7 July
    Throughout the month-long promotion, every Wednesday and Thursday starting at 5 p.m. (and up to 8 p.m.) shoppers can kick off their night at SHOP ITALY NYC’s VIP Hospitality Tents located in the evening's designated area: in the Meatpacking District at Gansevoort Square on June 15 and 16; on Madison Avenue between 63rd and 64th Streets on June 22, 23, 29 and 30, and in Soho at the corner of Spring and Greene Streets on July 6 and 7. 
     
    Soho, the Meatpacking District and Madison Avenue are by far the city's most fashionable neighborhoods and top shopping destinations. Soho rose to fame as a neighborhood for artists during the 1960s and 1970s, when the spaces vacated by old factories were converted by artists into lofts and studios. Soho is now home to many of the best designers in the world who sell their work out of charming boutiques in a stress free atmosphere. The Meatpacking District is an old industrial area in the Far West Village that has transformed in just a few years from an area with over 100 meatpacking facilities serving restaurants and food shops throughout NY into an area of trendy restaurants, shopping boutiques, art galleries, night spots, and cutting edge hotels. Madison Ave is a classic. This avenue has welcomed the world's most upscale boutiques, jewelers and hair salons for what seems to be forever. With most of the shopping on Madison being located between 57th Street and 80th Street, there are   plenty of luxurious shops to choose from that will satisfy all of your retail needs. Italian designers have chosen these top notch neighborhoods to showcase their products in a successful communion between the city's unique architectural style and Italy's high quality design.
     
    During SHOP ITALY NYC participants can meet up at the VIP Hospitality Tents to enjoy complimentary Italian food and beverages offered by PIZZA ROMA and SERAFINA RESTAURANT. Here they will also be given maps featuring the participating retailers and a list of the events held as well as their own VIP Shopper Card which will give them access to special promotions being offered at the participating stores.
     
    The extensive list of participants includes wolrd renown names presented here in alphabetical order:


    Restaurants:

    Barolo, Bice, Eddie's Pizza Truck, I Tre Merli, La Bottega, La Gazzetta, Macelleria, Nello Restaurant, Serafina, Soho Wine & Spirit and Villa Pacri.

     
    We're pretty sure we still have your attention, and all there is left to say is yes, your shopping dreams are about to become true.
     
     
    Information on SHOP ITALY NYC events including a retailer map and details of promotions in association with Italian brand sponsors can be found at the Italian Trade Commission website www.FashionItalianStyle.com

    Event sponsors
    RUFFINO & MARTINI will recreate an authentic Italian lifestyle experience with a dedicated Prosecco and Aperitivo Bar. RUFFINO will serve their recently launched PROSECCO DOC while iconic Italian brand MARTINI will offer signature Aperitivo Cocktails.

     
    Additionally, shoppers will have the opportunity to experience more of the Italian lifestyle with ALITALIA when they enter to win a trip for two to Italy's fashion capital, Milan at www.fashionitalianstyle.com. Uniformed ALITALIA staff will be on-hand at the VIP lounges each night where shoppers can enter to win the sweepstakes as well as learn about Alitalia's new Business Class Cabin.




     
     
     

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