The ceramic industry is a Made in Italy treasure that cannot be talked about enough and which summarizes the best characteristics of quality manufacturing: innovation, design, sustainability, attention to ecological production, the its roots in the Sassuolo cluster and at the same time a strong propensity towards exports and international markets. Cersaie in Bologna in September will be the showcase of a constantly evolving industrial reality. But a treasure like this must be defended from wrong environmental policies and from unfair competition from countries that do not know social and civil rights and which, both through slavery and highly polluting factories, practice dumping policies that seriously damage our ceramics. This is what Graziano Verdi, a highly experienced manager and currently vice-president of Confindustria Ceramica, tells FIRSTonline. Let's listen to it.
By general recognition, the Italian ceramic industry represents an absolute excellence of Made in Italy for innovation, design, sustainability and strong propensity towards exports: on the eve of the traditional September appointment of Cersaie in Bologna, what is its real today state of health?
“Cersaie, which is the most important international event for those involved in surface design, ceramics and bathroom furnishings, has certainly amplified and enhanced the excellence of the Italian ceramic industry over the years. First of all, the numbers say it if we consider that today Italian ceramics can boast an average selling price of around 15 euros compared to less than 9 euros in Spain and 6 in China, which is the largest exporter of ceramics in the world. in volume. This has a very specific meaning and means that the end consumer recognizes the intrinsic value of Italian ceramics, especially large slabs and extra small formats. The health of the sector is still affected by the Covid effect, which led to a very strong growth in turnover during 2022 which then returned the following year, while today we are witnessing a substantial stasis which however makes us very confident for 2025" .
Innovation and design, sustainability and increasingly ecological production, clusters and internationalisation: is this the formula for the success of Italian ceramics?
“Yes, that's right. Those are the keys to our success. If you consider that 80% of our sales are abroad, you understand the consideration that the whole world has for Italian ceramics. Cluster, i.e. the ceramic district of Sassuolo which is the seventh Italian industrial district with an export of 4,4 billion euros, and internationalization have been and are today more than ever a unique and winning combination. Professor Michael Porter, who is one of the fathers of the districts, made the whole world aware of the importance of our cluster, in which the proximity of many small and medium-sized enterprises in the same supply chain has favored the transfer of skills, logistics and infrastructure but also stimulated collaboration and competition between companies, from which their competitiveness benefited greatly. It is no coincidence that Professor Romano Prodi had also made the Sassuolo district the object of a study on industrial organisation, published in 1966 by Franco Angeli".
How important is sustainability, in addition to cluster organization and internationalisation, for the competitiveness of ceramics?
“It matters more and more. On this level we have worked hard and made important investments to reduce CO2 emissions also by using recycled material - which reduces virgin raw materials and transport - and with 6 millimeter products, which reduce weight and related logistics costs. Let's also not forget the enormous efforts of manufacturers with huge investments in photovoltaics to reduce the purchase of electricity in factories".
Between the escalation in the Middle East, the worsening of the war in Ukraine with consequent sanctions for Russia, the slowdown of the German economy, the risks of global recession and, last but not least, the extreme uncertainty of the US presidential elections in November What worries Italian ceramics most on the international scene?
“We are faced with an international scenario full of tensions like we have never seen before. We no longer remembered the war and Russia's aggression on Ukraine brought it close to home while the Middle East became a tinderbox. However, the commitment of the international community, especially the Americans and Europeans, to try to resolve tensions in a once again pacified world is not lost on us. It is a very difficult challenge but we are optimistic and we must move forward. On the economic level, however, I do not believe that we are on the eve of a new global recession. Stock market fluctuations are one thing and the real economy is another. On a general level, what we fear most from the scenario before us is that the West will lose its leading role and that autocracies - from Russia to China - will prevail over democracies".
What industrial policy does Italian ceramics need to increasingly increase its competitiveness?
“We need few but clear things and above all we need a European energy policy that helps businesses and reduces carbonisation but without rules dictated by ideology and with unrealistic timescales, which only end up suffocating companies. In the medium term, natural gas remains essential to manage any realistic energy transition process that aims to safeguard manufacturing and work in our country. It must therefore be available to our companies at competitive conditions, which guarantee the security of the system even in crisis situations. On this, it is time for the Italian Government to make its voice heard and fight to change an environmental policy that risks bringing not only ceramics to its knees but also other fundamental sectors of national manufacturing. At the same time, we need clear rules on exports and a clear halt to dumping by countries that do not know civil and social rights and that compete with us by exploiting child labor and using highly polluting plants with which they irregularly lower their prices. In this way, India alone increased its share of the European market to 6%, also to the detriment of Italian production. That's not how it goes."
The long-awaited Industry 5.0 Plan finally appears to be in sight: what benefits can ceramics derive from it?
“If, as it seems, ceramic investments in photovoltaics will also be included in the Industry 5.0 Plan, the effects could be positive, even if some adjustments will be necessary so that the innovative glimmers that are opening up for the industry really become clear openings, especially on the environmental impact . In other words, more courage is needed especially on mini-nuclear power and on the intelligent management of the transition, considering that it will take at least 15 years to install the new plants".
What new features can we expect from Cersaie in September this year?
“There will be many innovations, especially in design, architecture and technologies. It will be the Cersarie of small-sized ceramics that will give more color to the environment and which reflect the great passion and attention with which our companies work. Among many, a particular event will be on September 26th when we will host Rikem Yamamoto, the 2024 Pritzer Prize winner, who will hold a lectio magistralis on how he interprets architecture and the built world".
Biography of Graziano Verdi
Graziano Verdi is an experienced executive in the luxury and design sector. He has held leadership positions as president and CEO of the Iriis-GranitiFiandre group and has also worked in Tecnogym and the Belgian multinational Koramic. In 2017, he co-founded the Italcer Group together with Alberto Firchielli of the Mindful Capital Partners fund. Today, Italcer is a consolidated reality in the ceramic sector, with a turnover of 340 million euros. The group includes several brands, including La Fabbrica Ceramiche – Ava, Elios Ceramica, Devon&Devon, Ceramica Rondine, Equipe Ceramicas, Fondovalle and Terratinta Ceramiche. Graziano Verdi is also an independent director of Pelliconi SPA & WELLNESS, a leading company in the production of bottle caps and closures. Since 2018, he has been a member of the General Council of Confindustria Ceramica and, since June this year, has held the role of vice president.
