In November and December, the CCIE [Italian Chamber of Commerce Abroad] of Montreal organised a number of promotional in store sessions with the aim of informing and educating consumers on authentic Italian products (with special focus on PDO/PGI production) through tasting sessions and by providing information. Each of the 6 events, which were held by directly involving the food boutiques, the sales staff and importers, had specific focus points. They were held in the main cities in Quebec, i.e. Sherbrooke, Magog, Quebec City, Sainte Hyacinthe and Sainte Julie. Overall, the initiative involved about 7,000 lovers of Italian food from the public.