8 THE JAPAN TIMES MONDAY, MARCH 2, 2009 Special Economic Reports (3) 第３種郵便物認可 Italy at Foodex Italy at Foodex Milan Food Village: all the fl avors of the Earth In April 2008, the city of Mi- 140,000 sq. meters, along- upon the region’s dense © Buonitalia S.p.A Italian agro-industry lan was chosen to host the side Sogemi’s existing build- road, rail and air transport 2015 Universal Exposition ings, which total 700,000 sq. network. Foodex 2009 under a project titled “Feed- meters. The new infrastruc- Predolin adds that Milan exports ing the planet, energy for ture will host a “technopole”, Food Village “will dedicate life.” Centered around the and a service center entirely more than 5,000 sq. me- Italy aims to introduce Asia question of how to feed hu- dedicated to the agro-food ters to exotic food products. A success for the chambers of commerce manity, the northern Italian sector. “It will include a cut- We’re confi dent that the new city’s bid was chosen by the ting-edge laboratory with the installation will draw a vast to the Mediterranean diet United States, Canada and jury for its broad scope and most advanced equipment in public, keen to discover for- Roberto Predolin Russia. The fi nancial crisis its vital importance at a time product traceability, a key eign gastronomy and new President, he largest profession- pleasant to come here. Also, uinely original, and healthy issaries from Japan to Italy might have an impact on the when the planet is struggling part of food products’ qual- fl avors. There is great inter- Sogemi al food and beverage Japanese consumers are very cuisine based on fresh fruits took place in the 12th centu- number of participants, but with a global food crisis. ity label,” explains Predolin. est in exotic food these days.” Kuromon wholesale mar- T fair in Asia, Foodex sophisticated and very curious and vegetables, cereals, ry,” says Vattani. “Both our © Unioncamere - Italy the CEA is ready to contrib- “More than 100 countries are “Also, there will be a train- Indeed, it is estimated that kets have been twinned Japan 2009, opens Tuesday, about European products. cheeses, meat, fi sh and olive countries had a comparable ute more in order to allow expected to attend the Expo ing center, and professionals sales in Italy will grow by since 1999. This partner- March 3, at Tokyo’s Makuhari They know, for instance, how oil. Indeed, many of its adher- experience in the aftermath of the maximum of enterprises and Milan expects some 20 will be able to choose from a 40 percent over the next fi ve ship brings together two of Messe exhibition center. Some to distinguish the various ents — and with particular World War II, and a similar to participate,” proclaims million tourists,” says Rob- wide array of logistics serv- years, without taking into ac- the planet’s most exquisite 2,500 exhibitors from 65 kinds of olive oil according to enthusiasm among dietitians arch of economic develop- Ardizzi. In order to reduce erto Predolin, president of ices.” count the impact of the 2015 and original cuisines, and countries will present their their color and texture. They’re — are in favor of adding the ment. Both are now part of the the costs, the CEA collabo- Sogemi, a state-owned com- The new installations are to Universal Exposition. fosters commercial and cul- products, and Foodex organ- not satisfi ed with simply Mediterranean diet to the G-8 group of the world’s rich- rates more and more regu- pany that handles Milan’s be built following strict en- “With half a million foreign- tural exchanges between izers are anticipating 100,000 knowing that Parmigiano UNESCO World Heritage est countries.” Furthermore, larly with its Sardinian wholesale food markets — vironmental regulations, in ers living in Milan and keen the two cities. Predolin con- visitors, wholesalers and con- cheese is produced in Parma. List. Italian farmers must sat- Italy and Japan are fascinated counterparts and the Cham- the activities of which around particular aimed at curbing to fi nd products from their cludes, “Ahead of the 10th sumers during the show. They also want to learn about isfy a stringent set of norms by each other’s culture. This ber of Commerce of 10 million people depend water and electricity con- country of origin, we already anniversary of the associa- Japan is one of the world’s all the products of the Emilia to be able to apply for the de- is why they signed a commit- Cagliari. “During Foodex, upon. Predolin adds: “The sumption. In the medium have an important market in tion between the Milan and Takamasa Sato, professional sommelier is conferred the title of Ambassador of Italian Wines in Japan 2008: Thierry Cohen, vice president JET; H.E. Luca Zaia, Italian minister of agriculture; Sato; and leading food importers and as Romagna region. You can also nomination of origin certifi - ment to create the Fondazione Walter Brunello, president of Buonitalia. we will organize joint tast- whole Lombardy region will term, all of Sogemi’s build- place,” adds Predolin. “Re- Osaka markets, we were such, one of the largest and fi nd quite a few encyclopedias cation. Italia (The Italy Foundation), tion. Other events slated later one of our major commercial gin,” explains Giuseppe tomers a guarantee of securi- ings of wines and olive oils reap the benefi ts and our Mi- ings will be renovated to in- tailers here have a fantas- honored to receive the visit most dynamic food markets about Italian wines written by in 1999. The institution, based this year are the 21st Italy Ja- objectives. Japan is a very im- Tripoli, general secretary of ty and quality.” from Sardinia and the lan Food Village project — clude upgraded, environmen- tic investment opportunity. of Japan’s general consul in on the planet. Consumers here Japanese sommeliers. The in Tokyo, was created to pan Business Group and a portant market for us, since the federation of Italian Cham- Italy is the leading European Abruzzo. We have already which fi ts perfectly with the tally friendly equipment. They will have easy access Milan, Azuma Hiroshi. The are particularly culinary and Foodex show is not the only showcase and promote Italian quintessentially Italian treat: we are their second most im- bers of Commerce (Union- producer of biological agri- worked together in Miami. Expo’s theme — will cer- This ambitious project is to goods as we are situated cooperation between our two eager to embrace innovative event where we promote Ital- culture in Japan. the Japanese tour of the Scala portant provider of wine.” camere). culture, ahead of Spain, Ger- Italy’s regions must under- tainly be a success too.” set to further boost Milan’s just a few meters from the countries is set to grow.” The products. Market analysts ian gastronomy. For instance, “Our main clients are Germa- of Milan. That’s why in collaboration “They already have a very many, Great Britain and stand that they are not only The Milan Food Village in- wholesale markets, whose wholesale markets.” Milan Food Village is sched- know that if they seduce the we organize an annual gour- ny, the U.S. and France. Most The Italian Ministry of Agri- with the Italian Association of positive perception of the la- France. More than 1.1 mil- competitors, but also part- stallations will occupy over activity depends directly The Milan and Osaka uled to open in 2014. Japanese market, they will met event to celebrate our Na- of our exports go to European culture, Food and Forestry Sommeliers Buonitalia real- bel ‘Italy’. But this also lion hectares of arable land is ners,” explains Ardizzi. eventually gain access to the tional Day, on June 2. The countries, but we are also Policies in order to join the ef- ized something that is unique means that Italy is a coveted dedicated to biological cul- After globalization, hand- Italian enterprises, nearly Promofi renze always brings Moscow. whole of Asia — the most venue last year was the growing in other regions, par- forts of all the subjects charged in Japan. “We gave laureates a label. A recent study has ture. ing over the business to the all of them from the agro- an Italian wine steward on Moreover, visitors to Food- densely populated continent Hokkaido baseball stadium.” ticularly in Russia, China, to promote Italian agro-food Japanese translation of the shown for instance that 45 President of the Consortium next generation constitutes industrial sector. Ten were its missions abroad. He un- ex will have the chance to on the planet. Some 1,300 Italian products Brazil and Mexico. The at- abroad, established in 2003 a Italian Association of Som- percent of all products sold in Il Biologico, a private organ- the second-biggest chal- from Tuscany. Each enter- derlines that Italian prod- discover the natural beauty Italy, home to a universally are distributed in Japan, each Umberto Vattani tractiveness of the ‘made in control room, Buonitalia Spa, melier superior course. We izm of control and certifi ca- lenge that the Chamber of prise had an average of 72 ucts, in general, and Tuscan of Sicily, thanks to a pro- recognized cuisine, plans this of them complying with rigor- President, Italian Institute Italy’ brand has not decreased whose partners besides the help them give information as tion of products of biological Commerce of Pescara is meetings with Japanese ones in particular, carry a motional fi lm especially year to send some 300 food ous hygiene controls. “We are for Foreign Trade (ICE) over time — quite the oppo- ministry are the Italian Insti- complete as possible about agriculture, Lino Nori says helping the small and medi- companies.