Italy is known around the world as the beautiful country as a result of its country side, its thousands of years of history and the quality of life in general. However, the main reason for our country having success abroad is also thanks to the excellence of italian food and products.
According to KPMG, Made in Italy was the third most famous brand in 2012, coming after Coca-Cola and Visa. The gastronomic sector is one of the most important engines driving this success, in fact 57% of Italians abroad are involved in the culinary industry, according to a 2014 market study commissioned by Federalimentare in 2014. Italians are more represented in the gastronomic sector around the world than in fashion, design and automobiles.
London demonstrates this, restaurateurs and Italian entrepreneurs continue to invest in the UK market with quality products, maintaining the high reputation of italian food in the world.
Nevertheless the export of Italian food is on the rise, data from Istat for the first quarter of 2015 show a 3% plus increase in agriculture and Confagricoltura observed that in one year more than 54 million euros are lost because of the low cost imitations, that is to say close to double our exports abroad.
The Coldiretti affirms that this imitation is the true enemy because it doesn’t have any link with the country’s production. They complain that many ‘Italian sounding products from Chianti Californiano to soppressata Calabrese, from San Marzano tomatoes to Prosecco from Crotonese to Mortadella Bologna and even Parmesan, who’s production around the world has surpassed that of Grana Padano and Parmigiano Reggiano, occur outside Italy without any indication of the origin and with made up names. There are also mozzarella obtained from semi-finished industries originating about without any indication of labels in accordance with European regulations.
Another accusation regards the fact that the European Union enables countries in the North of Europe to increase the gradation of wine by adding sugar.
Recently, Brussels has added further rules that have left many operators in the sector open mouthed.
For that matter in the battle for food it has been clear for time that multinational are capable of exerting the right pressure on the European parliament. From milk powder to chocolate without chocolate, to the lack of clarity in the labels of substances with preservatives and coloring agents. The rules regarding cheeses with powdered milk are perhaps the most absurd for us Italians seeing as in Italy promulgated the national law n.138 on the 11th of April 1974 that legislated for exactly the opposite and that, to protect the quality of the product was prohibited the addition of powdered milk in the composition of cheese and yogurt.
According to Coldiretti, this regulation will result in a reduction in the quality of Italian cheese and yogurt and will put the reputation of Made in Italy in danger, entailing an increase in the import of milk powder originating from other countries at cheaper costs with damaging consequences on the enrichment of our farms.
What will be the point of buying Italian cheese over that of other countries?
But above all, if Germany, with their ordered accounts and their precise finances, imposes laws all over Europe about how to manage the public debt of other countries. Should not Italy, with their gastronomic culture, competence, quality and superiority renown around the world be able to impose laws regarding the agricultural market?