As part of the “Valorisation and promotion of authentic Italian agri-food products” project, the Italian Chamber of Commerce in Los Angeles took part in the Western Foodservice and Hospitality Expo, a key event in the HoReCa sector that attracted over 9.000 specialist operators and approximately 500 exhibiting companies. The event was the ideal setting for promoting the ‘Made in Italy’ food initiative to a select audience and guaranteed good media exposure, thanks to a high presence of sector press representatives. The key protagonists of the tradeshow were food and wine, which were proposed as a quality gastronomical product. The exhibition space showcased distributors, specialist retailers and restaurants that operate in the West Coast area and further afield. The Western Foodservice and Hospitality Expo was an extremely strategic event that ensured high visibility for the ICC of Los Angeles; the participating Italian companies, and the project to promote authentic Italian agri-food products.