London - ICE - The Agency for the Promotion Abroad and the Internationalization of Italian Enterprises is organizing Italy's official participation in the Plant Based World Expo Europe, which will be held in London from November 13 to 14, 2024, at the ExCeL London exhibition center. Plant Based World Expo Europe is the leading trade fair in the UK dedicated to the vegan and plant-based market. Last year, ICE participated for the first time in this important event, which also marked the first official presence of an Italian Pavilion. The November 2023 edition covered an area of over 2,000 square meters, double the size of the previous year, and saw the participation of approximately 3,400 visitors and 177 exhibiting companies, demonstrating the significant growth in the plant-based food sector in recent years. The UK market for meat substitutes is already worth over ten billion euros (the largest in Europe), with London leading as one of the major global hubs for vegan food. Given the growing interest in reducing meat consumption among UK consumers and the increasing adoption, especially among younger generations, of flexitarian, vegetarian, or vegan eating habits, participation in the 2024 edition of the event aims to enhance commercial opportunities in the British market for Italian companies operating in the plant-based food sector. (9colonne)