The value of CItalian cuisine in the world, recognized as a UNESCO heritage site for a few monthsis currently 251 billion euros and could quickly reach 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 Capodilistawithin the scope of Italian Cuisine Forum organized a Manduria (Taranto) from Bruno Vespa together with Comin&Partners
In the front row with a turnover of 80 billion USA and China
«One of the most interesting data from the research – added the vice-president of Confagricoltura – is that the main portion of this value of restaurants that refer to Italian cuisine in the world is made in the United Statesand it was predictable, but on a par with China. In each of these countries, Italian cuisine has a turnover of around 80 billion. It is clear that this value is not fully realized with Italian products. The great challenge now is to increase this value and – above all – strengthen the presence of Italian products and therefore the impact on our country and our agriculture”.
The threat of Italian sounding weighs heavily on the data
Deloitte’s research has the merit of describing the development potential also in terms of turnover that could come with the recent recognition of Italian cuisine as a UNESCO intangible heritage.
A value which is once again affected by the incidence of fake Made in Italy products. «But I wouldn’t dramatize this aspect either – added Emo Capodilista -. Of course it would be better if only made in Italy products were present in Italian restaurants around the world. But it’s a solid base from which to start.”
Lollobrigida: enhancing Italian quality
«Italian sounding products – he added the Minister of Agriculture, Francesco Lollobrigida – they have on their side prices that are on average more advantageous than those of the original products. And here we must work to make consumers understand why original products cost more. Because they respect environmental and labor rules that imitations often do not follow and because even the higher quality of the original products has a cost. For our part, we will work 360 degrees to enhance our quality, we will promote it on foreign markets but also within our country relaunching PDO and PGI products also in school canteens in order to also educate young people and children about Made in Italy food quality.”
