The restaurant industry is facing a challenging winter. And the upturn in 2021 could easily be less robust than initially hoped for. In this scenario, the Food & Beverage and away-from-home value chains must combine their forces to promote high quality, intelligent consumption. The ever closer collaboration between TUTTOFOOD and Associazione Professionale Cuochi Italiani (the Professional Association of Italian Chefs) is a step in this direction, with a series of initiatives planned for the run up to TUTTOFOOD 2021 (at fieramilano from 17 to 20 May) by the leading Italian agrifood event together with the top professional association, culminating at the exhibition with a calendar of events, the presence of the national APCI and showcooking exhibitions, an Academy and numerous VIPs attending the day.

To start with, TUTTOFOOD will support the annual APCI conference, Les Toques Blanches d’Honneur, to be held as a Phygital Edition in 2020, combining physical and online participation. The day-long event, dedicated to discussions and training, will be transmitted live on 10th November from the Teatro Verdi, Cesena. The President of APCI, Roberto Carcangiu, Director General Sonia Re and the members of the National Council will discuss the theme “RESTART: a new start for the Italian restaurant industry”, connected with the Regional Delegations at their local offices. Connections with authorities, companies and other associations will also be available. The objective is to offer a digital conference which is no less convivial and full of value than a physical one, thanks to the quality of the content on offer.

“We have to think of tomorrow and the day after tomorrow, as Aldo Moro said," says Sonia Re, General Director, APCI. "This is even more true now than then. We need long term projects to find new opportunities in the challenges facing us. This is why we have stipulated an agreement between APCI and TUTTOFOOD: to present the value of the Italian agri-food industry together, as we always have, and to relaunch the industry with faith in its resilience. We will be working together to support professionals in redirecting their businesses, with a collaborative network representing the value chain as a whole, and all its potential.”

APCI has already launched an initiative to support that symbol of the Made in Italy brand, pizza: Ama l’Italia, Mangia la Pizza, Sorridi alla Vita (Love Italy, Eat Pizza, Smile At Life) is the slogan for a series of actions involving the media, social networks and the distribution of dedicated merchandising.

“Restaurant owners have made innumerable investments in safety in recent months,"concludes Vincenzo Butticè, owner of the Moro di Monza restaurant "and now we are facing yet new challenges. Our clients have supported us through the emergency, continuing to patronise our establishments, but we have to create greater awareness among the authorities and the general public. It's critical that all Food industry value chain professionals work together to relaunch the away-from-home sector.”