Between February and March 2018 SalumiAmo® returned to the “Festival Montréal en Lumière” (www.montrealenlumiere.com), important cultural and culinary Canadian event at that time presented in its 19th edition, which holds its ground as biggest winter festival of the world. The initiative was expressed by a series of events between Montréal and Toronto and coordinated with the Agency ICE (Italian Trade Agency) to facilitate tastings of Italian deli meat products, to support producers during their meetings with local buyers and importers and to increase the brand and quality awareness for the “Made in Italy” products.
Two masterclasses on Italian delicatessen were held by chef Cristian Broglia. An international program of traditional products in the year of Italian food which again involves consumers, press and operators of the sector.
In May 2011 the Italian deli meat products are presented at SIAL Toronto, the North America’s largest Food-Innovation Tradeshow and most important fair of the agri-food sector in Canada. At the booth of the Italian Trade Agency – ICE, created to increase the brand awareness on the Italian excellences of the agri-food sector, tastings of Italian cold cuts and information material were offered. Furthermore, IVSI could inform during a contribution about Italian deli meat products at a congress organized in collaboration with the biggest Italian Association of Meats and Deli Meat Producers, ASSICA (www.assica.it) about the „Italian Sounding“, manufactures which remind Italian products and exploit their notority but which are not made in Italy.
In February 2005 the Italian deli meat products were launched as teaser on the Canadian market during the Festival Montréal en Lumière, an event which conditioned for ten days all cultural, food and media activities in the city. The sixth edition of the festival had Northern Italy as leading actor and as honorary chairman the famous chef Gualtiero Marchesi. During a seminar organized by the agency ICE (Italian Trade Agency) of Toronto, the IVSI could present some of the typical Italian deli meats and let taste a range of journalists and operators, anticipating the opening of the Canadian market for the ample range of Italian deli meat products.