This illusion of Italian food that is not really Italian, we also find it on the shelves of supermarkets. A mozzarella made in Germany, or even pasta that has everything Italian, but which is in fact made in Spain. “It’s completely utopian to think that the billions of pizzas sold in the world each year are all made in Italy. It’s like the croissant that is made with funny ingredients in Anglo-Saxon countries. The big in fact, Italian cuisine has become a universal good”underlines Elisabeth Cony, founder of “Madame Benchmarck” (which makes visible the commercial communication actions of large retailers, editor’s note)
This marketing strategy is perfectly legal, but misleading, deplores Federica Pacchetti, in charge of marketing at the Italian Chamber of Commerce in Nice. Its mission is precisely to promote authentic Italian products to large retailers. “The problem is the marketing, which is sometimes very aggressive. You have to read the labels carefully”, she explains. This phenomenon even has a name, “Italian sounding”. In other words, what sounds Italian, but which is not. Worldwide, it is estimated that six out of ten Italian food products are not really Italian .