Italian Trade Agency and Euromercato celebrate World Pasta Day in UAE


Dubai: To celebrate World Pasta Day on October 25 in Dubai, Euromercato, the most authentic Italian food store in the United Arab Emirates, announced earlier today that it is celebrating World Pasta Day in collaboration with the Italian Trade Agency for an entire week at Union Coop Branch Umm Suqeim from October 18-25, 2022 to highlight innovative, healthy, creative and sustainable ways to eat pasta as well as its growing and enduring popularity around the world. The event will be held in other cities such as Tokyo, London, Berlin, New York and Paris.

With the theme Sustainability is SustainabITALY from the Italian Trade Agency (ICE), the World Pasta Day campaign aims to engage consumers, enabling sustainable options but authentic, high-quality Italian products to be effectively positioned in the UAE market by Euromercato and to promote sustainable and responsible products. consumption. Customers will also have the opportunity to learn more about Italian tradition and lifestyle through Euromercato products.

On Monday 24, the Italian Trade Agency will organize an exclusive event at Capital Club with a select number of journalists, influencers, bloggers, traders, importers, distributors and pasta lovers in the United Arab Emirates to divulge the latest pasta trends in the world, according to the 2022 survey of “Union Italiana Food”. Guests will also have the opportunity to taste amazing and innovative Italian pasta recipes. Euromercato will partner with ITA with exclusive gift bags featuring easy-to-cook authentic Italian pasta brands like Bella Italia, Antico Pastificio Umbro and Bartolini.

On October 25, World Pasta Day will also be celebrated at all Union Coop branches in the United Arab Emirates, including the Umm Suqeim branch, the flagship store, with a special 25% discount on all Italian pasta and sauces from the brands Euromercato listed. A social media contest will also be organized for all pasta lovers and the winners of the contest will receive gift baskets and incredible prizes from Euromercato.

Mr. Mohammed Ahmad Abdulaziz Alshehhi President of Euromercato, said: “Over the past 3 years, Euromercato has grown and led the way. As an approach to growth, the UAE has become a means for Euromercato to diversify its products that cover seasonal gaps, which today has increased profits and sales, which has led to the expansion branches and the addition of more imported products, ultimately leading to the internationalization of Italian. products in the UAE.

“Through our e-commerce efforts with, we aim to provide our customers with a quick and easy way to access more than 100 Made in Italy products at the click of a button, delivered directly to their homes,” said he added.

“Pasta is extremely popular in Dubai, a global city where around 89% of its inhabitants are of foreign origin and which is a gateway to markets in the Middle East, Asia and Europe. The Italian Trade Agency‘s association with Euromercato reinforces our ongoing efforts to raise awareness and promote the consumption of authentic Italian food and beverages in the UAE,” said Director of ITA Dubai, Amedeo Scarpa.

“Pennes or spaghetti? Either way, the Italian pasta, the original ones,” he added.

The import of Italian pasta to the UAE is more than 11 million euros per year with large margins of increase.

“We are delighted to work with Euromercato to strengthen our ongoing initiatives to raise awareness and encourage the consumption of authentic Italian food and drink in the UAE, as well as to combat the imitation of Italian sounds. are a good starting point. PASTA IS ITALY AND ITALY IS PASTA. Several 100% Italian items will continue to be jointly promoted by ITA and Euromercato over the next eight months. Scarpa added.

In addition to the World Pasta Day festivities in Dubai, where foodies, chefs, journalists and bloggers are all encouraged to share their most inspired and popular pasta recipes, there will also be a week of the Italian cuisine from November 14 to 20, 2022.


About Euromercato

Euromercato, the most authentic Italian food store in the UAE, is a modern, sustainably managed company that strives for the highest level of excellence to meet the highest standards and quality of food, household and personal care products for its consumers.

About Italian Trade Agency

ITA – Italian Trade Agency is the government agency that supports the business development of Italian companies abroad and promotes the attraction of foreign investment in Italy.

With a motivated and modern organization and an extensive network of offices abroad, ITA provides information, assistance, advice, promotion and training to small and medium-sized Italian companies. By using the most modern multi-channel promotion and communication tools, it acts to affirm the excellence of Made in Italy in the world.

For more information please contact:
Name: Mrs. Kimberly Kate Ballutay
Email: [email protected]


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