by InTrieste
At a presentation held on 27 May in the Salone di Rappresentanza at the region’s headquarters in Trieste, regional officials highlighted Friuli Venezia Giulia’s growing international food ambitions, pointing to a series of promotional initiatives tied to London and the UK market.
“The quality of our region, from a food perspective, is exceptional,” said regional governor Massimiliano Fedriga. “We have a significant competitive advantage, and the attention being given to our region is reflected in the numbers. We need to tell our story better because we have a lot to tell. Events like these create more opportunities to promote our region through food. The pride is that it is for everyone.”
The event followed the success of the “longest tiramisu” initiative in London, part of a broader campaign aimed at raising the profile of Friuli Venezia Giulia abroad. The region has recently intensified its promotional efforts in the British capital, which officials described as a strategic international showcase.
Fedriga said the Guinness World Record initiative had been integrated with the region’s wider promotional strategy, including its presence at Frico Very Good in London’s Mayfair district. The project, which will remain in place for two years, aims to introduce traditional regional cuisine to an international audience.
“It is the new finger food made in Italy,” Fedriga said, referring to frico, the region’s signature cheese-based dish.
Asked about the importance of London and the UK for the future of Friuli Venezia Giulia, Fedriga described the British capital as more than simply a national market.
“London is not only about the UK,” he said. “It is an international stage, and through that stage we are presenting ourselves to the world, not just to one important country such as Great Britain, but globally.”
He added that the response during the region’s recent promotional events in London had exceeded expectations.
“We often do not realize the quality we are capable of expressing,” Fedriga said. “We must continue telling the story of our territory. There is no need to change anything dramatically; if we simply present what we already are and make it known, I am convinced we can build a path of very significant growth.”
