“PGI Cappellacci di zucca” from Ferrara are among Italian culinary excellences that have recently been awarded the Protected Geographic Indication by the EU. Protected indications are now over 1,300 in Europe vs. faked or imitation foods.
Italy is the leader of certified products – 805 among PDOs, PGIs and TSGs (282 food and 523 wine) for 13.4 million euros, increasing by 4% compared to 2013 and accounting for 10% of total food industry.
These figures can be found in the Qualivita-Ismea report on agro-food and wine sector productions with protected designation of origin. These figures underline the brilliant performance of geographic indications on foreign markets, with exports accounting for 7.1 billion euros, increasing by (+8,2%) compared to previous year and accounting for 21% of total domestic agro-food exports.
However, it seems as if other countries are not actively trying to obtain this kind of certifications. Probably because they do not need them in order to sell more.
Germany exports tons of meat and milk without those strict value-chain controls implemented in Italy and without PDOs. Probably because Germans have no logistic problems, whereas Italians are unable to work as a system and this characterizes their form of anarchy.
Italy does not have the strength of a domestic compact brand as France. And this is probably the reason why France has conquered the wine market in China by selling French bottles at almost three times the price of Italian wines.
Stefano Berrutto, Ceo of Pasta Berruto
Someone may object: «Italy sells maximizing its potential, there is no better raw material that could allow for more». However, quality is not always an asset to conquer global markets. Even Stefano Berruto, CEO of Pasta Berruto, agrees. Pasta Berruto is one of the best known Italian companies abroad, where its sells more that 80% of its production: «In those areas where pasta culture is not so strong, people may tend to choose pasta based on price, rather than on pasta quality».
Africa, for instance, imports pasta also from Eastern Europe countries. It is often not only made of semolina, but soft wheat flours are also added to it. The result is a poorer quality product compared to Italian pasta. However, it is cheaper, and therefore it can compete with superior quality products.
Dario Casati, agro-food economist
Therefore, one can wonder whether trying to obtain more protected designations of origin is the right way to compete on the market. For Dario Casati, an agri-food economist, «the Italian interest is focused on designations of origin, but this battle is not popular worlwide». In fact, designations are often seen as an inappropriate protection barrier.
Quality must be promoted – that is a fact: «By ensuring taste and food safety to consumers around the world – says Berruto – we increase the perception of our brands». Quality, alone, is not enough though. Instead of individually competing on foreign markets, companies should combine forces to promote a national brand. In this perspective, France or Germany, with its capacity of working as a system, should be taken as an example.
“PGI Cappellacci di zucca” from Ferrara are among Italian culinary excellences that have recently been awarded the Protected Geographic Indication by the EU. Protected indications are now over 1,300 in Europe vs. faked or imitation foods.
Italy is the leader of certified products – 805 among PDOs, PGIs and TSGs (282 food and 523 wine) for 13.4 million euros, increasing by 4% compared to 2013 and accounting for 10% of total food industry.
These figures can be found in the Qualivita-Ismea report on agro-food and wine sector productions with protected designation of origin. These figures underline the brilliant performance of geographic indications on foreign markets, with exports accounting for 7.1 billion euros, increasing by (+8,2%) compared to previous year and accounting for 21% of total domestic agro-food exports.
However, it seems as if other countries are not actively trying to obtain this kind of certifications. Probably because they do not need them in order to sell more.
Germany exports tons of meat and milk without those strict value-chain controls implemented in Italy and without PDOs. Probably because Germans have no logistic problems, whereas Italians are unable to work as a system and this characterizes their form of anarchy.
Italy does not have the strength of a domestic compact brand as France. And this is probably the reason why France has conquered the wine market in China by selling French bottles at almost three times the price of Italian wines.
Someone may object: «Italy sells maximizing its potential, there is no better raw material that could allow for more». However, quality is not always an asset to conquer global markets. Even Stefano Berruto, CEO of Pasta Berruto, agrees. Pasta Berruto is one of the best known Italian companies abroad, where its sells more that 80% of its production: «In those areas where pasta culture is not so strong, people may tend to choose pasta based on price, rather than on pasta quality».
Africa, for instance, imports pasta also from Eastern Europe countries. It is often not only made of semolina, but soft wheat flours are also added to it. The result is a poorer quality product compared to Italian pasta. However, it is cheaper, and therefore it can compete with superior quality products.
Therefore, one can wonder whether trying to obtain more protected designations of origin is the right way to compete on the market. For Dario Casati, an agri-food economist, «the Italian interest is focused on designations of origin, but this battle is not popular worlwide». In fact, designations are often seen as an inappropriate protection barrier.
Quality must be promoted – that is a fact: «By ensuring taste and food safety to consumers around the world – says Berruto – we increase the perception of our brands». Quality, alone, is not enough though. Instead of individually competing on foreign markets, companies should combine forces to promote a national brand. In this perspective, France or Germany, with its capacity of working as a system, should be taken as an example.
