Participants spent their trip immersed in the technical and cultural aspects of Italian production, touring both agricultural sites and modern processing facilities. This hands-on approach provided guests with a clear view of the labor and quality control standards behind the product. The itinerary included masterclasses with local chefs, where attendees learned to prepare authentic Neapolitan pizza and explored the versatility of preserved tomatoes in traditional recipes.

Giovanni De Angelis, General Director of ANICAV, noted that the project serves as a bridge between two distinct culinary markets. The tour highlighted the significance of Italian food traditions, which are currently recognized by UNESCO as an intangible cultural heritage. By exposing opinion leaders to the regional roots of these ingredients, the campaign seeks to influence how Italian canned goods are perceived and utilized within the United States.