Italian cuisine in the world is worth 251 billion and 'sees' 300 billion
At the Forum in Puglia debate on the potential of national catering after recognition as a Unesco World Heritage Site. Minister Lollobrigida: combating Italian sounding and promoting quality made in Italy
Key points
The value of CItalian cuisine in the world, which was recognised as a Unesco heritage site a few months ago, is currently 251 billion euro and could quickly touch 300 billion if last year's 4.5% growth is confirmed. The estimate on the value of Italian cuisine in the world was carried out by Deloitte within a research reported today by the vice-president of Confagricoltura, Giordano Emo Capodilista, within the Forum della Cucina Italiana organised in Manduria (Taranto) by Bruno Vespa together with Comin&Partners
Leading the way with a turnover of 80 billion US and China
"One of the most interesting data of the research," added the vice-president of Confagricoltura, "is that the main slice of this value of the restaurants that refer to Italian Cuisine in the world is realised in the United States, and this was to be expected, but in equal measure with China. In each of these countries Italian Cuisine has a turnover of around 80 billion. It is clear that this value is not all realised with Italian products. The big challenge now is to increase this value and - above all - to strengthen the presence of Italian products and thus the impact on our country and our agriculture.
The threat of Italian sounding weighs on the figure
Deloitte's research has the merit of describing the development potential also in terms of turnover that may come with the recent recognition of Italian Cuisine as a Unesco intangible heritage.
A value on which the incidence of fake Made in Italy products once again weighs heavily. "But even on this aspect I would not dramatise,' added Emo Capodilista. 'Of course it would be better if in Italian restaurants around the world there were only products made in Italy. But it is a solid base from which to start'.
Lollobrigida: enhancing Italian quality
'Italian sounding products,' added the Minister of Agriculture, Francesco Lollobrigida, 'have on their side, on average, cheaper prices than original products. And here we have to work to make consumers understand why original products cost more. Because they respect environmental and labour rules that imitations often do not follow, and because the higher quality of original products also has a cost. For our part, we will work at 360 degrees to enhance our quality, we will promote it on foreign markets but also within our own countryrelaunching PDO and PGI products even in school canteens so as to educate even the youngest and youngest to the quality of food made in Italy'.
