Here comes the brand to protect the quality of Italian pizzerias, an icon of Italian food and wine culture that has been able to overcome national borders and conquer the world, now increasingly at risk of plagiarism. It is the brand "Italian hospitality"promoted by Unioncamere with the technical-scientific support of Isnart (National Institute of Tourism Research), which aims to identify, qualify and enhance the structures that make quality, Italianness and the combination of destination - Italian tourist product, the central elements of own offer.
The counterfeiters of Made in Italy: the scourge of Italian Sounding
Made in Italy is one of the best known brands in the world, synonymous with beauty and quality. The desire to buy Italian products is so strong and affirmed that we are among the most counterfeited subjects in the world as regards brands and products with imitations which are increasingly difficult to prosecute and counter. Is called Italian Sounding, when products recall our country but which in reality have nothing to do with Italian production. An increasingly widespread and lethal phenomenon not only for our economy but for our image. The brand, therefore, was created to support those who bring the true Italian tradition abroad, and who play "a fundamental role in educating customers about quality consumption and in contrasting the phenomenon", he underlined Gian Domenico Auricchio, president of Assocamerestero.
This is why it is increasingly important to protect Made in Italy. After restaurants and ice cream shops, therefore, even pizzerias will be able to boast a distinctive recognition capable of making them emerge from the market thanks to the elements of quality and Italian spirit, ascertained with objective and impartial checks. In order to promote the activities that best represent gastronomy but also the culture and history of our country to distinguish "Italian authenticity", bringing to Italy "a new tourism and act as a driving force for tourism recovery, stimulating the recovery of foreign demand,” he said Robert DiVincenzo, president of Isnart.
Italian pizzerias in the world: the disciplinary arrives
The specification for Italian pizzerias in the world makes it possible to take into consideration every typical pizza characteristic of the various Italian regions (for example Neapolitan pizza, pinsa, Roman pizza, etc.) and consists of 10 rules ranging from the professionalism of the pizza makers, to the service offered, to the products used for the recipes and/or offered on the menu and in the drinks list, to the presence of some types of recipes particularly present in Italy, with attention paid to the use of the Italian language for some specific passages involving communication.
The initiative is focused precisely on this last aspect, with tools designed ad hoc for companies that pass the Italian Hospitality path, both "tangible" such as certificates and plaques and "virtual" such as those in the social kit specially created to accompany the promotion digital of the realities that want to stand out as companies faithful to the Italian typicality.
A turnover of 15 billion in Italy or over 60 in the world
We're talking about a huge turnover. In the pre-Covid period, the sector had 150 thousand employees in Italy, for a turnover of 15 billion euros in Italy and at least over 60 in the world.
According to the latest available data, there are 72 restaurants and pizzerias run by Italians abroad and they collect over 27 billion euros a year. 8 million pizzas are sold every day in Italy alone, while 5 billion worldwide. From Italy, where it originated, the passion for pizza it has spread to every corner of the world. The major consumers remain the Americans with 13 kilos each while, in Europe, the Italians lead the ranking with 7,6 kilos per year. In second place the Spaniards, in third, tied for, the French and Germans.
