In January 2021, the worldwide joint project between ITA and Eataly under the umbrella of the Italian Ministry for Foreign Affairs and International Cooperation goes into effect with the purpose of bringing the Italian foods and wines to the next level. The campaign focus will be on the unmistakable characteristics of the Italian products and, above all, on their authenticity and singular traits that make them stand out. Eataly will highlight both the products already available in store and new entries that will complement the richness, diversity and quality that Eataly has been synonymous with for many years now. The consumers will learn about Italian products by means of seminars and tastings held at the Eataly stores. They will experience the bounty in the Eataly restaurants and, ultimately, purchase and bring home the fruits of their becoming more knowledgeable about Italian foods and wines, cuisine, culture and centuries-old tradition. Needless to say, all activities will be organized with the present health emergency in mind and with respect to the strict official guidelines. The promotion will kick off in January and span over the entire year 2021. Information on the campaign, products and activities will be forthcoming on Eataly’s website as well as in the enticing Eataly Magazine issued at holiday time.