Christmas Holidays have just finished and so we can analyse data about Italian products purchasing during last days of 2014. In effect, statistics point out that exportation for Made in Italy traditional Christmas deliciousness increased if compared with the same period of 2013. So which are the “best sellers”? You will discover it reading the first part of this article. Afterwards, we are going to put our attention to a related argument: new EU rules for food labels and risks for Made in Italy.
Part one
PANETTONE OR PANDORO: WHICH IS YOUR FAVOURITE ITALIAN CHRISTMAS CAKE TO PAIR WITH SPUMANTE?
In Italy, Panettone and Pandoro are symbols of traditional Christmas cakes. People main amusement is choosing between Milan and Verona, respectively the two cities where Panettone and Pandoro were born, and this is real challenge. Abroad, it is not the same: people love Made in Italy cakes without no competition.
The famous Italian traditional Christmas cakes: Pandoro and Panettone
Confartigianato, the Italian craftsmen and SMEs Association, claims that cakes exportation reached 280 millions of euros during 2014. In addition, research points out that the most “gourmand” countries are:
- France → export value €77,1 millions (with a growing purcentage of 10,8%)
- Germany → export value €40,7 millions
- United Kingdom → export value €31,4 millions
Quality and tradition, together with artisan skills, make food the Italian export excellence. Thanks to 90.980 artisan businesses, Italy has 261 food products with protected designation of origin (DOP, IGP, STG) and so “she” is the EU leader. As we can see, the other EU countries are left behind:
- France: 208 products
- Spain: 173 products
- Portugal: 123 products
In addition, exportations positive trend help artisan businesses growth: production workers reached 158.368 units in 2014 and this means 5,4% more than 2013. Confartigianato reveals that Italian areas with the higher number of craftsmen are:
- Lombardy (11.209 enterprises)
- Sicily (10.127 enterprises)
- Emilia Romagna (8.166 enterprises)
These features confirm that Made in Italy is a cultural inheritance to protect.
Spumante is another product which has a worldwide diffusion.
Famous Italian wine: Spumante
The famous bottle of wine is tipically uncorked during December 31st night in order to drink to the new year and so it’s connected to parties and other happy moments.
According to Coldiretti, the Agricultural Association, Italian spumante successfully won the market challenge with 170 millions of bottles consumed abroad, even 24% more than in Italy! We can easily affirm that Made in Italy is really appreciate and export is an engine for economic growth.
Part two
NEW EU RULES: HOW ARE THEY GOING TO CHANGE INFORMATION FOR FOOD?
New EU regulation for food labels
EU introduced new regulation 1169/2011 concering food labels, which entered into force on December 13th 2014. The original intention is making information easier to read for customers, especially for allergic ones.
In particular, the main points to take into consideration are the following:
- better legibility for labels using a stardard minimum size of text
- allergens must be highlighted with different fonts, style or background colours. This rule is valid for non pre-packed food too, such as food sold in restaurants
- indication of vegetable origin of refined oil or fats is obligatory
- mandatory date of freezing or first freezing and indication of defrosted sold products
- mandatory country of origin for meat (beef, pig, sheep, goat and poultry), fish, fruit and vegetables, honey, extra virgin olive oil
- name of business operator is obligatory
- place of provenance of food is optional except for products already listed
IS REAL MADE IN ITALY IN DANGER?
Italian Government believes that last point of this rule is absolutely negative for both food export and customers. Italian companies are going to keep manufacturing plants information because Made in Italy sounding is a precious value. They are convinced that the more label is clear the more clients trust in their brands chosing their products. It’s a matter of reliability and honesty. In this way, they obtain sales increasing and they are able to establish long-term relationships with customers.
On the other hand, foreign enterprises may avoid to indicate their places of provenance and this means less control, less quality and less clearness. In effect, many international corporation outsource their production and so it is not easy to understand where food really comes from. As a consequence, Italy wants EU to revise its decision. As Coldiretti points out, new labels rules are not the proper solution to save Made in Italy from frauds and forgeries, for which customers are often not informed. On the contrary, labels are anonymous for a large part of everyday products, such as milk or ham.
In addition, another danger is about to arrive: USA and China are discussing about a commercial treaty which allows American enterprises to export Italian and European counterfeit cheese into Chinese market. If this treaty was realized, protected designation of origin products would lose market shares and credibility. This would be a damage both for export and for Made in Italy brand image.
Conclusion? EU has to raise the voice up against every attempt to attack quality, authenticity and health protecting products which are typical of its history and culture.
sourcingitaly 