World Pasta Day: innovating to drive growth abroad

According to Italians, the lifestyle changes that could influence pasta consumption in the future mainly relate to health and sustainability (54.2 per cent), followed by an openness to new ideas (51.8 per cent), understood as the fusion of different cuisines and the search for new recipes and flavour combinations. The time factor, encompassing quick meals and eating out, comes next at 48.1 per cent. Italians expect the pasta of the future to fulfil two main promises: to remain affordable (70.4 per cent) and to remain a symbol of Italian culinary excellence (70.1 per cent). An openness to new dietary requirements (65.6 per cent) is desired, but without sacrificing the link to tradition.

To mark World Pasta Day, the pasta producers of Unione Italiana Food have set out their commitment to the future of pasta in a manifesto: their priorities include ‘building a more competitive supply chain, supporting exports and investing in young people and innovation’ .

“For Italians, pasta is a matter of belonging and national identity. And the research presented confirms its role as a valuable ally for Italian families grappling with the rising cost of living,” explains Margherita Mastromauro, president of the Italian Pasta Makers’ Association of Unione Italiana Food. The pasta sector, which plays a central role in our domestic economy, is called upon to grow and innovate in order to compete on international markets as well. The situation is complex and there are many challenges we must face. On this 28th edition of World Pasta Day, we wish to reaffirm our commitment to the future of Italian pasta, through a manifesto that summarises our priorities in ten points, upon which we aim to strengthen dialogue and collaboration with the government, institutions, the agricultural sector and the research community. We call on the institutions to engage in a structured and ongoing dialogue to support businesses through the transformations currently taking place. With the agricultural sector, we wish to consolidate a partnership focused on quality, the promotion of Italian durum wheat and the continuity of production, whilst the research sector represents a key ally in developing new solutions and anticipating future needs.”

“Italy’s leadership in the pasta sector goes far beyond commercial results,” comments Paolo Barilla, President of Unione Italiana Food – “but the global landscape is changing rapidly, forcing businesses to continue to innovate and adapt to increasingly complex scenarios. The challenge, therefore, is to preserve what makes Italian pasta unique, whilst investing in research, sustainability, technology and new skills. The future of our leadership will depend on the evolution of the entire system, building on the expertise developed over time and developing new skills. It is equally important to strengthen integration between the various players in the supply chain, promoting excellence in production and developing a shared industrial vision capable of tackling global challenges with greater resilience. The challenge in the coming years will be to continue innovating without losing our identity.”

By using the official hashtag #WorldPastaDay and tagging the social media accounts of WeLovePasta.it (FB / X / IG), food lovers, journalists, chefs and bloggers from all over the world will be invited to celebrate by cooking their favourite pasta dish. Last year, over 21,000 posts were shared on social media using the hashtag #WorldPastaDay. Now in its 28th year, World Pasta Day is promoted by Unione Italiana Food and the International Pasta Organisation.