On the occasion of Made in Italy Day, Prof. Pietro Paganini offers us a profound and articulate reflection on the strategic value of our agri-food heritage and the challenges facing the country system. His words guide us in a lucid analysis that goes beyond celebration to indicate the need for an evolutionary and courageous vision of Made in Italy.
Today, the agrifood supply chain generates nearly 335 billion in added value, equal to 19 percent of Italy’s GDP, with turnover reaching 586.9 billion euros: +8.4 percent over 2021 and +29 percent over 2015. In a context marked by health crises and international tensions, it was the quality of Made in Italy agribusiness that drove growth.
We want to celebrate this day by publishing three short texts that tell the story of the heart of Made in Italy food: the Mediterranean Diet, which is not just a set of dishes or recipes but a lifestyle based on balance; the balance method as a cultural approach to nutrition and quality of life; and the role of Italian know-how, made up of tradition, creativity and the ability to respond with original and competitive products to global demand.
We are used to celebrating Made in Italy, but today more than ever we need a vision. We cannot just defend it, we need to relaunch it. The three “Fs” – Fashion, Food, Furniture – are not enough; we need new coordinates. Made in Italy is also the land and its fruits, industrial components, small and medium-sized enterprises that still resist the inefficiency of the state and bureaucratic invasiveness, and continue to innovate. It is a system made up of people that combines curiosity, creativity, entrepreneurship, as well as quality and identity. To remain competitive, however, it must evolve.
Made in Italy is only worth more if we can position it as such. Effective protection of intellectual and industrial property and trademarks is needed to counter practices such as Italian sounding that damage the reputation and value of our products. There is an urgent need to invest in education for quality and balance, training a new generation of entrepreneurs and professionals capable of solving complex problems in original ways. We need more “Mavericks,” fewer “Yes Men,” and a solid managerial and financial culture. Foreign investors can also contribute to the growth of Made in Italy, but the mind and hands must remain Italian, so as to guarantee roots and identity even in a global scenario.
Technology does not distort Made in Italy, it makes it evolve. It must enter the production and creative processes, increasing their efficiency and competitiveness. Above all, it is crucial that the state does not pretend to govern Made in Italy: rather, it must create the conditions for Italians to continue being Italian, with a few clear rules, targeted investment and courage in innovation.
The imposition of tariffs on quality Italian products, often embedded in niche markets and associated with the Mediterranean Diet, certainly represents an economic threat, but it can also become a strategic opportunity. Although these goods are generally subject to less elastic demand due to their perceived value and strong cultural identity, elasticity varies depending on perceived substitutability and product positioning. Therefore, in addition to calling for the removal of duties, Italy should seize the opportunity to strengthen the positioning of its products by investing in branding, storytelling and linkage to a healthy and desirable lifestyle. Transforming the price increase imposed by duties into a distinctive element of quality and authenticity can consolidate the inelasticity of demand, protecting the value of Italian exports and promoting the global spread of the Mediterranean Diet as a symbol of well-being and identity.
