ROME - Verona Parma Exhibitions (VPE) has bought a 50 per cent stake in the British food company, Bellavita, company officals announced.

 Bellavita Expo was founded five years ago and aims to promote the best Italian produce through food exhibitions and events in major global cities such as London, Amsterdam, Warsaw, Chicago, Toronto and Mexico City.

 Aldo Mazzocco, CEO of the British firm, explained that "Bellavita educates buyers worldwide on Italian food and beverages, starting from the place of origin through to the ingredients and the philosophy behind each product."

 VPE was formed in late-Dec. 2017 through the merger of two Italian food companies for the promotion of Italian food, Veronafiere and Fiere di Parma. In 2016, prior to their merger, the companies organised 91 fairs and events in Italy and abroad, exposing Italy's produce to 1.8 million visitors.

 Antonio Cellie, CEO of Fiere di Parma, noted that he had been impressed by the young team behind Bellavita and was excited to realise the "potential for our businesses to work and develop together."

 It's hoped that the investment will create "the first truly international hub for the promotion of products made in Italy." This will be on display from June 17-19 at "Bellavita London 2018" where a new format for the trade show will be launched and an expanded range of food and wine on show.

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