As a first step to the US Project concerning promotion and enhancement of PGI Balsamic Vinegar of Modena in the United States, the Protection Consortium of PGI Balsamic Vinegar of Modena wanted to be present at Summer Fancy Food, from June 25th to 27th in New York, with a stand inside the Italian Pavilion. The director, Federico Desimoni, said: ‘The Consortium intervened with its own institutional stand and the aim of our participation was to present and illustrate the project that will be proposed in the states of New York, California, and Florida, with the involvement of Culinary institutes, chefs, and bloggers in events and web activity as well as on social networks. It was a further opportunity to present the product, in order to improve operators’ and consumers’ knowledge. The activity of the Consortium at the Fair was therefore exclusively institutional, but the Fair was not the only event of this American trip: the Consortium attended ‘100 × 100 Italian Night’, an event in collaboration with the Italian Association of chefs in New York, of which the Consortium is a partner. On the occasion of its presence at ‘Summer Fancy Food’ - the most important event dedicated to gastronomic specialities in North America, as well as the main window for innovation, gathering the main producers and operators in this sector, with over 25,000 buyers and 2,500 exhibitors - the new website dedicated to the US Project, namely www.originalbalsamicvinegar.eu, was officially launched, alongside with the social channels realised on purpose for this campaign and thus linked to it.