London - ICE, the Italian Trade Agency for the promotion of Italian companies abroad and their internationalization, is organizing the official Italian participation at the international trade show Plant Based World Expo Europe, which will take place in London from November 13 to 14 at the ExCeL London exhibition center. Plant Based World Expo Europe is the UK's leading trade show dedicated to the vegan and plant-based market. Last year, ICE participated in the event for the first time, marking the debut of an official Italian pavilion. The November 2023 edition spanned over 2,000 square meters, double the previous size, and attracted around 3,400 visitors and 177 exhibiting companies, demonstrating the strong growth that the plant-based food sector has experienced in recent years. The UK market for meat substitutes is already worth over ten billion euros (the largest in Europe), with London acting as a driving force and confirming itself as one of the world's leading hubs for vegan food. Given the growing interest in reducing meat consumption among UK consumers and the spread of flexitarian, vegetarian, or vegan eating habits, especially among younger generations, participation in the 2024 edition of the event aims to increase business opportunities in the UK market for Italian companies operating in the plant-based food sector. (9colonne)