The venue is Jenny Lou's Palmsprings shop in Beijing where Italian chef Fabio Falanga is boiling pasta, surrounded by Parma ham, cheese, vinegar, extra virgin olive oil and red wines from Italy.

All the products are labeled Protected Designation of Origin (DOP), Protected Geographical Indication (IGP) or Organic (BIO), which indicate high quality.

The event is the opening ceremony of the second edition of The Festival of Italian DOP/IGP/BIO Products in China, organized by the Italian Trade Agency and Ministry of Agriculture, Food and Forestry, in cooperation with the embassy of Italy on June 2, Italy's National Day.

The products promoted in Italian restaurants and Jenny Lou's shops aim to increase Chinese customers' knowledge of products labeled DOP, IPG and BIO, and to introduce high-quality Italian food to Chinese families.

Italian ambassador to China Ettore Sequi says that Italy has the highest number of geographical indications for its products in Europe.

"In Italy, we know how to turn the best ingredients into extraordinary products appreciated worldwide. One of the secrets of our success is our commitment to protect the environment and preserve biodiversity," says Sequi.

According to Sequi, Italy has more than 800 certified products, among which over 500 are DOCG/DOC/IGT wines and almost 300 are DOP/IGP food products.

Almost 60,000 Italian food producers gained the BIO certificate, covering about 20 regions such as Sicilia, Calabria, Puglia, Toscana, Emilia-Romagna and Lazio.

Sicilia is on the top of the parade with 9,444 certified BIO food producers, while Calabria is in second place with 7,978.

Amedeo Scarpa, the director of the ICE - ITA Beijing office and coordinator of the ICE offices in China, says Chinese consumers are getting more sophisticated and ready for new food experiences.

"Now, they pay more attention to food safety, and consumer safety is a commitment of Italy," says Scarpa.

"Italian food and beverages are an expression of the Italian lifestyle."

liyingxue@chinadaily.com.cn