This document outlines a two-phase project to promote Italian breakfast culture and products in Italy and Dubai. Phase one will include an exhibition area focused on "Breakfast Made in Italy" at a trade fair in Rimini, Italy, featuring Italian breakfast furnishings, equipment and products. Phase two will showcase Italian breakfast concepts in Dubai through an event and workshop. The goal is to introduce local distributors, hoteliers and restaurateurs to the innovative "Breakfast Trainer" role and Italian breakfast culture from concept to preparation. Italy offers a rich culinary tradition and biodiversity ideal for promoting regional breakfast specialties centered around iconic products like cappuccino and incorporating items from across Italy.

1. ADV-MACGROWER-DUBAI

2. BREAKFAST
It is the first meal of the day, most of the time it is eaten early in the morning before starting the daily work.
The term “Breakfast” can either indicate this meal or a “light” meal served at any time of the day.
MADE IN ITALY
It is a widespread esthetic culture, coupled with the typical pride of the craftsman who tries to make a perfect product
to his own satisfaction, the pride of knowing how to do things, of being the maker, the creator.
Therefore, “Made inItaly” comesfrom far away; it is the result of a longand fruitfulcooperation,a “cross fertilization”
among culture, art, handicraft, manufacturing skill, territory, and historical memories. The products and life style representing
the successful Made-in-Italy brand are no accident, they come from far away: they are the result of this culture, this civilization.
OPPORTUNITIES IN DUBAI AND THE GCC AREA
The Gulf area plays an increasing leading role in a changing environment, not only in world geopolitics but also in the
economic geography emerging from the crisis period.
The International Monetary Fund confirms the unrestrainable
growth of GCC economy which is expected to further develop this
year.
The scenario is driven by the United Arab Emirates, which
absorb almost half of the export in the GCC area, with Dubai as the
big access hub to all Near East, India and more and more to the
African Sub-Saharan markets as well.
Nowadays the tourist sector is one of the main drives
behind these Countries’ economies: well before their selection as
the venue for EXPO 2020, the United Arab Emirates were already
making heavy investments in this sector.
The United Arab Emirates are ranked among the first five Countries in the world in terms of number of hotels
completed over the last five years. They also hold the record of hotel rooms presently under construction (32,107 units) in the
Region.
Since 2008 Dubai hotel industry has represented the fastest growing market after China, with currently as many as
10,900 rooms under construction. According to recent estimates in view of World Expo, Dubai hotel offer – which is already
among the highest ones in the area – will have to double, thus requiring additional 7 billion USD investments for a total of
80,000 new hotel rooms. Dubai is among the 10 world capital cities with the highest number of hotel chains.
THE PROJECT
The project includes two phases.
PHASE ONE will take place in Italy within SIA GUEST in Rimini between 13 and 15 October 2016. More than 14,000
hoteliers participated in the 2015 edition.
A trend area will be devoted to “Breakfast Made in Italy” with an exhibition of furnishings,
equipment and products for breakfast by the most representative Italian enterprises. TTG, SIA Guest and SUN international
exhibitors, visitors and Buyers will also be invited. * (* In 2015 63,045 professional visitors and 3,000 exhibitors attended
TTG Incontri, SIA Guest and SUN, with a 19% increase in foreign operators, more than 1,000 buyers from 85 countries, 700
accredited journalists and 300 bloggers).
The trend area will include various “Specialty Corners”, such as the hot-beverages corner with all the products and
BREAKFAST E MADE IN ITALY
il senso delle parole

3. equipment utilized to serve typically Italian hot beverages such as coffee and cappuccino; the corner of cold beverages with
Sicilian red oranges in the foreground, a solely Italian typicality; or the corner of Italian sweets made with our typical flours.
Special attention will be paid to the organization of short cooking-show events at the Breakfast corners.
The Trainer is a new primary professional figure created in cooperation with Severo Savioli Hotel Management School
in Riccione and is responsible for the management of the breakfast room.
During the fair a workshop on the new breakfast
concepts will be held near the trend area by a staff of
professors (both professionals and consultants) from
those companies participating in the trend-area project.
They will explain the new breakfast concepts
from a “Made in Italy” viewpoint.
This spin-off of the project will take place in
Rimini, and subsequently at the Dubai Specialty Food
Festival between 7 and 9 November 2016, with raw
material and machinery for the preparation of typical
Italian products.
This experience will refine and improve PHASE
TWO that will take place later in UAE.
To this end, ICE will invite some distributors/operators to participate in the PHASE ONE of the project in Rimini.
PHASE TWO will take place in Dubai between 7 and 9 November 2016 and will include an event at one of the most
important Dubai Hotel Management Schools with a trend area and a workshop in line with what was presented in Rimini.
It will be an opportunity to show local distributors/importers, hotel chains, hoteliers and restaurateurs, previously
contacted, informed and invited by ICE, how “BREAKFAST MADE IN ITALY” works from A to Z, with particular attention to the
Breakfast Trainer innovative figure.
Moreover, ICE, the Italian Trade Agency, will organize a “Tasting Area” within the Specialty Food Festival to promote
the event as well as the companies participating in the BREAKFAST MADE IN ITALY project.
They will not have to be exhibitors at the same time at ICE collective stand, but they will have to support the project,
particularly the workshop and the trend area at the “BREAKFAST MADE IN ITALY” workshop location with trainers provided
by the enterprises.
WHY
Italy is the country with the utmost hospitality tradition and culture and a territory with such a food biodiversity that
makes it the bridge between North and South among Western countries. Its biodiversity ranges from Alps’ food products,
close to Northern-European and Slavic food cultures, to Southern products which are closer to the Mediterranean food
culture.
Around cappuccino, which represents the key Made-in-Italy breakfast product, rotate other typical products from
the various areas, ranging from Trentino apples to Sicilian red oranges, from tarts to slices of bread with butter and jam, etc.,
with particular care for health and well-being.
HOW
Thanks to the synergy among the Ministry for Economic Development, ICE-Italian Trade Agency, CNA
National Confederation of Small and Medium Enterprises and in cooperation with SIA GUEST, those enterprises participating
in the project will be present at the trend area with products, equipment and services and will cooperate to the organization
of workshops with trainers, cooks, testimonials, consultants, etc. both in Rimini and Dubai.

4. Ufficio Promozione e Mercato Internazionale
Piazza M. Armellini 9A - 00162 Roma - Italia
email: internazionale@cna.it
Tel. +39 06 44188.271 – 508 - Fax +39 06 44249515