The project «The Extraordinary Italian Taste»: the difference is in taste! - is a consumer awareness campaign carried out by CCIFM with Casa Gusto, the first 100% Italian supermarket in Vitrolles, in the province of Marseille and in 3 national fines of épiceries in Provence. The operation aims to help consumers recognize the authentic Made in Italy products, defending them from Italian Sounding. In fact, despite the brands of Protected Designation of Origin (PDO) or Protected Geographical Indication (PGI) it is often difficult to identify authentic agri-food products. A corner inside the supermarket and various gourmet spots at Casa Gusto allowed visitors to taste some Italian products and receive a bilingual recipe book focused on the top 5 fundamental products in Italian cuisine: extra virgin olive oil, balsamic vinegar, Parmigiano Reggiano, ham of Parma and wine.
As part of the "The Extraordinary Italian Taste" ongoing project, the promotion of Italian quality products continued at Italian restaurants and stores in France. In Marseille and Aubagne at "Zia Concetta's" and "Fiorentina's" clients have been offered recipe books collecting traditional Italian recipes.