As part of the event, the Italian Chamber of Commerce in Mexico, organised “La Vendimia Mexico” initiative to promote the culture of high-quality food and wine, which was held from 26th-27th November 2016. Italy, which was the guest country for the 2016 event, took over an entire themed exhibition hall, where the ICC of Mexico City invited importers, distributors, food and beverage producers and major ambassadors of Made in Italy brands to showcase their products. There was also a stand that provided information on the Italian Sounding phenomenon and featured a showcase of Italian products (pasta, salsa, olive oil, balsamic vinegar, wine and ham), which were compared against some of the most widely distributed Italian Sounding products in Mexico, to show participants the qualitative and organoleptic differences between the products and explain the meaning of the various indication of origin labels. This promotional initiative was made even more dynamic by a large screen which showed a video on the Italian Sounding phenomenon and a short visitor survey with general questions on their knowledge of the theme, which was later used for statistical purposes.