A press lunch, well beyond from just being a conversation time, is a powerful, live, experiential medium for a project such as "True Italian Tast Europe". At Roberto's Hilton in Amsterdam, a selected group of guests from the media world have been guided through a showcooking and tasting of Italian culinary excellences by chef Antonella Barbella. Because knowing and identifying authentic Italian products in their uniqueness is important, but knowing how they must be cut, cooked, paired and presented is important as well to correctly understand the value of what we eat and drink.