PARMAforEXPO: The Foreign Press Association of Milan visits our city. An opportunity to illustrate the uniqueness of the Parma System


 Italian foreign press correspondents from Europe, South America and the Far East will spend a day in Parma today dedicated to local artistic, cultural, food, wine and entrepreneurial excellence. An unmissable opportunity to promote the Parma brand created by the efforts of all the stakeholders in the Parma system.

Parma, May, 21st, 2015 – On the occasion of EXPO 2015, with its great media appeal, the PARMAforEXPO Working Table is welcoming a delegation of journalists from the Foreign Press Association of Milan: 16 guests arrived in Parma this morning.  They represent countries from Europe (Austria, Bulgaria, Denmark, France, Germany, Holland, Switzerland and the UK), South America (Brazil), Asia (Japan) and North America (USA). They write for prestigious newspapers, most of them specialized in the field of economics and business information: these include Nikkei, considered one of the most influential newspapers in  Japan, the German Die Welt, the English-language news bulletin edited by Radiocor Il Sole 24 Ore and the Brazilian edition of BBC News.

The Milan Foreign Press Association’s day in Parma will be dedicated to local excellence. The location chosen for the greeting of the authorities is significant: the world-renowned Teatro Regio, one of the symbols of Parma, a city with an extraordinary musical tradition, linked to  masters such as Giuseppe Verdi and Arturo Toscanini.

The Mayor, Federico Pizzarotti, greeted the guests on behalf of the city of Parma. Alongside him, representing the local entrepreneurial community, were Cesare Azzali, Director of UPI – Parma Industrialists Association and President of the PARMAforEXPO Working Table, Leonardo Cassinelli, Vice President of the Chamber of Commerce of Parma, and Alberto Spagnolli, Director of Communications for EFSA, the European Food Safety Authority.

«After the Expo General Commissioners’ Board last December and after the arrival of the first foreign business delegations, today is a further confirmation of the quality of work carried out by all participants in the PARMAforEXPO Working Table – stated Cesare Azzali. – Cooperation is the strategy that we have chosen to promote the Parma brand: we want to take advantage of this opportunity to tell foreign journalists here about the unique nature of our area. A uniqueness featuring great artistic and cultural heritage, which makes Parma a recognizable and valued destination worldwide, a solid agri-food tradition which has earned it the title of capital of the Italian Food Valley, and an entrepreneurial fabric in which world leading companies operate  alongside successful small and-medium enterprises. They are united by a common thread: the excellence of their products and services and the ability to innovate, in order to compete in an increasingly global market

After the greetings from the local authorities at Teatro Regio, the group of journalists of the Foreign Press Association of Milan will be welcomed by President Gianluigi Zenti to Academia Barilla, the first international centre dedicated to the dissemination, promotion and development of Italian gastronomic culture in the world. The delegation will visit the Academia Barilla Gastronomic Library: a matchless collection of books related to gastronomy, with over 12,000  volumes ranging from general and thematic cookbooks to the history and culture of food.

Next, the day’s programme will include a tour of one of the companies that  best represent Parma’s food sector: Barilla, which was founded in 1877 and today is one of the principal Italian food groups and a world leader in the pasta market. The journalists of the Foreign Press Association of Milan will be received by the Vice President Paolo Barilla, who will illustrate the Group’s history.

An exclusive culture preview is scheduled for the early afternoon: a few days ahead of its official inauguration and opening to the public, the foreign press guests, accompanied by the Rector, Prof. Loris Borghi, will have the opportunity of visiting the Study Centre and Communication Archive Museum of the University of Parma. It houses the largest collection of visual and design heritage from Twentieth century Italy: over 12 million pieces, divided into Art, Photography, Fashion, Design and Media. The Museum is home to works and projects by, among others, Lucio Fontana, Giorgio Armani, Gianfranco Ferré, Man Ray, Giò Ponti and Armando Testa.

The day will round off with culinary excellence. The group of journalists of the Foreign Press Association of Milan will first be the guests of the Prosciuttificio Fratelli Galloni, the ham factory that has been producing superior-quality Parma Ham for fifty years and supplies deli-meat shops, delicatessen shops and prestigious foreign restaurants, particularly in the USA and in Japan. The next stop will be at the Monte delle Vigne Winery, whose cellar displays a stunning combination of tradition, quality and architectural beauty. All its wines are obtained exclusively from native cultivars, a choice that has allowed the winery to  achieve impressive results, as shown by the awards it has won from the Espresso Guides, Veronelli and Gambero Rosso. The Monte delle Vigne Winery will host the gala dinner for the guests from the Foreign Press Association of Milan.


Press Info

Ufficio Stampa PARMAforEXPO2015

Fabrizio Raimondi – Mind The Pop

Tel. +39 0521.230459, mobile +39 335.389848