by InTrieste
Friuli Venezia Giulia is expanding a campaign to promote its food and tourism industry in Britain with a new regional food corner at Mercato Metropolitano in Mayfair, following the opening of a first frico stand in Elephant & Castle in September.
Massimiliano Fedriga, the president of the Friuli Venezia Giulia region, is scheduled to visit London on Wednesday and Thursday as part of the initiative, called “Io sono Friuli Venezia Giulia — Frico Very Good,” a partnership between PromoTurismoFVG and Mercato Metropolitano.
The Mayfair location will showcase products from the northeastern Italian region and will feature tastings of local specialties, including dishes that combine traditional ingredients with international influences. The program will also include social media content recorded with representatives of the Watford football team, whose president is Giampaolo Pozzo, through a collaboration with Udinese Calcio.
Frico, a traditional Friulian dish made primarily with cheese and potatoes, is at the center of the campaign. Regional officials describe it as a way to introduce international audiences to Friuli Venezia Giulia’s cuisine and, more broadly, to its tourism and cultural offerings.
“Using the quality of our products as a gateway, we want to tell the story of a region that offers food and wine, tourism, culture and a highly developed productive system,” Mr. Fedriga said in a statement.
Mercato Metropolitano operates food markets in London that combine street food and international cuisine with cultural programming and an emphasis on sustainability. The Elephant & Castle location hosted the first “Frico Very Good” kiosk, promoted under the slogan “Fritto & Frico.”
The regional government said the London campaign is part of a broader effort to strengthen Friuli Venezia Giulia’s presence in Britain, which it considers an important international market.
The initiative is intended not only to promote individual regional products but also to build recognition for Friuli Venezia Giulia as a destination for visitors and a market for local businesses, according to the regional government.
