Between 2007 and 2014 the agribusiness sector has lost 3% of production, compared with 24% in total manufacturing. Export has advanced 48%, five times more than the national average as a whole. The results have enabled the maintenance of employment levels, despite the adverse economic situation. Yet, especially in export, made in Italy continues to only partially exploit its opportunities, although it is at the top in the European Union for the recognition of products with a protected designation. Only 20.5% in value of processed food crosses Italian borders. Much less than France and Germany, and also less than Spain. “This is due to historical reasons and inertia that must be overcome – commented Antonio Cellie, ceo of Fiere di Parma – : Italian food is renowned throughout the world, and is the centre of vertiginous growth in interest and requests. However, market share is still low in relation to its reputation and especially to those of Italian sounding products. For this you need to give maximum visibility to the characteristics and the industries of authentic Italian foods. We will do this by showing film clips and exposing products, as well as offering tasting sessions. We estimate that more than half a million visitors will come to our pavilion and among them there will be about 60 thousand professionals. In addition, everyone can count on an online platform, developed in collaboration with Ebay, to buy the products on display during and after the event”. The real ambition, shared by the government and companies, is to make up to a 50 billion euro share of agri-food sold abroad by the end of the decade, compared to 34 today. In terms of employment, this growth would provide about 100 thousand new jobs, directly and indirectly. This goal can only be reached through the coordination of the relevant institutions, alongside having to contrast with the main obstacles that hinder the competitiveness of the sector. From counterfeiting to tariff and non tariff barriers, without forgetting the aggressive campaigns to the Mediterranean diet.
“According to the research of the Centre for Studies Federalimentare – declares Luigi Scordamaglia, president of Federalimentare – about 1.2 billion people worldwide each year buy a Made in Italy product or a beverage, which means 720 million consumers are already loyal. This is thanks to the Italian food, who has managed to raise awareness of the proposals of the territories, otherwise destined to remain relegated to a niche level”.