As part of the, “Valorisation and promotion of authentic Italian agri-food products” project, the Italian Chamber of Commerce in Mexico organised a promotional awareness campaign targeted at sector operators and local consumers. The project was presented by ICCM’s President Alberico Peyron, to an audience of journalists from specialist magazines in the gastronomy sector, during the launch of the second Mexican Pizza Championships. Furthermore, ambassador Busacca underlined how the event was part of an anti-Italian Sounding campaign, launched by the Ministry of Economic Development to promote and protect products of Italian designated origin in the world. Another important promotional initiative to raise operator and consumer awareness, was the participation of the Mexican Italian Chamber of Commerce at the “Esposizione Abastur” tradeshow, an important international event for the HoReCa industry that was held from the 30th August to the 2nd of September 2016. During the show flyers on the Italian Sounding phenomenon were distributed to operators in the gastronomy and hospitality sectors.