A special award to certify the authenticity and quality offered by representatives of the Italian hospitality industry in the world, the so-called “Marchio Q” (Quality Label) was established in Rome in 1997.
Originally bestowed exclusively on hotels, it was soon extended to restaurants as well and internationalized by involving the Italian Chambers of Commerce as local partners.
In California, the 3rd edition of the prestigious award was hosted by the Italian Cultural Institute of Los Angeles on May 27, 2014, in the presence of the institutions, including the Commercial Attaché of the Italian Consulate General Elena Marinelli, the Acting Director of the IIC Massimo Sarti, Emanuela Boni and Fabrizio Lanzafame from ENIT Los Angeles.
The event was presented by West Hooker-Poletti, President of the Italian American Chamber of Commerce West and owner of Locanda del Lago restaurant in Santa Monica, the IACCW Executive Director Letizia Miccoli and Project Manager Lucia Peretti.
Special guests were the Director of the Italian Tourist Board (ENIT) in North America Eugenio Magnani – who introduced the new ENIT-IACCW joint project Epicurean Tours of Italy, and the renowned French food critic Sophie Gayot. Defined by West Hooker-Poletti as “the ultimate global, nomadic, food and lifestyle reviewer,” her participation added value to the initiative promoting the Italian culinary tradition and excellence.
The “Marchio Q”, in fact, was devised by the Italian Government as a mean to praise all the restaurants that act as ambassadors of the authentic Italian food and famed hospitality in the world through their expertise and professionalism. The project’s main objective is to develop a strong commitment to using traditional and quality ingredients, and to disseminating knowledge of one of Italy’s most appreciated features.
Within this framework, the role of the Italian Chambers of Commerce worldwide is to approach and involve local restaurants (free of cost), to collect evidences of their compliance with the requirements of the program, and to send all the information to the Committees in Rome for the final verdict.
Over the last three years, the IACCW has already awarded 62 Italian restaurants, ranking third among the 65 Italian Chambers of Commerce located in 46 different countries. This is certainly due to the widespread influence of Italian cuisine in the U.S. compared with other areas where our traditional food is less commonly found.
This year, 18 new applicant from the West Coast received the recognition, consisting of a special plaque, and previous honorees were renewed their certification for continuing to represent the Italian culinary identity. As underlined by Sophie Gayot, they are advocates of the real taste and quality ingredients that should feed the world as opposed to artificial and unsafe food products. Among the 2014 awardees were Il Fornaio, Ciao Italia Ristorante, La Bruschetta, and others from the Los Angeles area.
The project “Marchio Q” is just one of the initiatives, events, and programs implemented by the Italian American Chamber of Commerce West, a free association of entrepreneurs and professionals that operates in collaboration with governmental institutions, with the aim of creating promotional and business opportunities for Italian enterprises at a local level.
Particularly fruitful is the relationship between the IACCW and the Italian Tourist Board, which has recently led to the development of a new interesting idea that combines memory and modernity: the Epicurean Tours of Italy. All participating “Q” restaurants will be provided for one month with a vintage poster to be displayed in the dining area and real postcards to be handed over to the customers as an incentive to share their experience with friends and family. Presenting the program, ENIT North America Director Eugenio Magnani explained that “an authentic Italian restaurant is an occasion to experience the food, the wine, and most of all the smile that is still a distinguishing feature of Italian hospitality.”
On the back of the postcards, the customers will also find a link to a web site where all “Q” restaurants in different U.S. areas are listed, along with food and wine itineraries in Italy and an overview of regional specialties. “It will be also an invitation to visit Italy on the eve of EXPO Milano 2015, another big opportunity to promote our country as a major tourist destination, ” continued Magnani in regards to the goals that can be achieved by working together.
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