Italian tipical products

Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
Typical and Traditional Italian
agro-food products
•
•
•
•
Wine
Pasta
Oil
Cheese
•
•
•
•
Vino
Pasta
Olio
Formaggio
Source: Ismea - Federalimentare, 2004
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
The top four most exported italian products
I quattro prodotti italiani più esportati
• 6,860 the companies with
more than 9 employees
• 105 billion Euro was the
turnover in 2003 of the Italian
food industry
• 110-115 billion Euro the
estimated turnover for 2006
• 400 thousand employees
Source: Ismea - Federalimentare, 2004
• 6.650 le imprese con più di 9
addetti
• 105 miliardi di euro il fatturato
dell’industria alimentare
italiana nel 2003
• 110-115 miliardi di euro la
stima del fatturato nel 2006
• 400 mila gli addetti
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
Some figures to give a picture of the italian agro-food industry
I numeri dell’industria agro-alimentare italiana
The top four sectors of the italian food industry
I primi quattro settori dell’industria alimentare italiana
• dairy products: 13.5 billion Euro:
• confectionery: 10.1 million Euro:
• meat processing: 7.2 million
Euro:
• wine industry: 5.2 million Euro:
14.24
12.00
9.36
7.12
Source: Ismea - Federalimentare, 2004
4.48
2.24
0.00
Billion €
Dairy Products
Confectionery
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Meat processing
Winne industry
Marcello Bonitatibus – Carsa SpA
• lattiero caseario: 13,5 miliardi di
euro
• dolciario: 10,1 miliardi di euro
• trasformazione della carne: 7,2
miliardi di euro
• vinicolo industriale: 5,2 miliardi
di euro
• inspections during production
• inspections of raw materials
• confidence that the products
are fresh
• information on the packaging
• strictness in certifying quality
• information through the mass
media and advertising
Source: Censis - Federalimentare, 2003
•
•
•
•
•
controlli nella produzione
controlli sulle materie prime
sicurezza sulla freschezza
informazioni sulle confezioni
severità sulla certificazione di
qualità
• informazioni attraverso i mass
media e la pubblicità
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
What consumers expects of the food industry and at the points of
sale
Cosa chiedono i consumatori alle industrie alimentari e ai punti vendita
•
•
•
•
•
•
brand
date for best use
price
ingredients
familiarity with the product
production zone
•
•
•
•
•
marca
data di scadenza
prezzo
ingredienti
conoscenza del prodotto
• zona di produzione
Source: Ismea - Federalimentare, 2004
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
Criteria underlaying the purchase of agro-food products
I criteri di acquisto dei prodotti agroalimentari
The three dimensions of typicalness
Le tre dimensioni della tipicità
Historical dimension
Dimensione storica
Cultural dimension
Dimensione culturale
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
Geographic dimension
Dimensione geografica
Protected Designation of Origin (PDO) / Protected Geographical
Indication (PGI)/ Traditional Speciality
Guaranteed (TSG) in Europe
DOP, IGP e Specialità Tradizionali Garantite in Europa
November 2006
Ungheria
0
Svezia
4
Spagna
100
Slovenia
0
Slovacchia
0
Romania
0
Repubblic Ceca
3
Portogallo
95
0
Polonia
Paesi Bassi
6
Malta
0
4
Lituania
0
Lettonia
0
Italia
157
3
Irlanda
Inghilterra
30
Grecia
84
Germania
67
Francia
148
Finlandia
4
Estonia
0
Danimarca
3
Cipro
0
Bulgaria
0
9
Belgio
Austria
12
0
20
40
60
80
100
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
120
140
160
180
Marcello Bonitatibus – Carsa SpA
Countries
Lussemburgo
The attributes of typicalness
Gli attributi della tipicità
Attributes/Attributi
Genuine, without preservatives
%
31,8
Genuino, non ha conservanti
Made with material from territory
24,5
Fatto con materie prime del territorio
18,5
Fatto con metodi artigianali
Based on the traditional recipes
15,8
Basato su ricette tradizionali
Purchaseble on the production place directly
Acquistabile direttamente sul luogo di produzione
Source: Nomisma. Survey on typical products. 2000
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
9,4
Marcello Bonitatibus – Carsa SpA
Made with handmade methods
The numbers of certified products sets a record at European level
Numeri da primato per i prodotti certificati a livello europeo
• 157 i prodotti italiani
Dop, Igp e Stg
Source: Ministry of Agricultural and Forestry Policies, November 2006
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
• 157 Dop, Igp and Tsg
Italian products
•
•
•
•
•
•
•
•
•
•
•
38 cheeses
2 types of meat
28 types of salame and cold pork meats
45 fruit, vegetables and cereals
2 vinegars other than wine vinegars
3 bakery products
38 olive oils
1 essential oil
2 products of animal origin
2 spices
460 veryfied wines
– 343 Doc and Docg wines
– 117 Igt wines
•
•
•
•
•
•
•
•
•
•
•
38 formaggi
2 carni
28 salumi
45 tra ortofrutticoli e cereali
2 aceti diversi da aceti di vino
3 prodotti di panetteria
38 oli di oliva
1 olio essenziale
2 prodotti di origine animale
2 spezie
460 vini riconosciuti
– 343 i vini Doc e Docg
– 117 i vini Igt
Source: Ministry of Agricultural and Forestry Policies, November 2006
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
Certified italian products at European level
Prodotti italiani certificati a livello Europeo
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
Typical and Traditional agro-food products in Italy, specially in
Campania region
Prodotti tipici e tradizionali in Italia, con particolare riferimento alla
regione Campania
Protected Designation of Origin (PDO) / Protected Geographical
Indication (PGI) in Italian region
November 2006
3
Sardegna
1
10
Sicilia
5
9
Calabria
2
9
Puglia
1
7
Campania
3
Molise
7
1
5
Abruzzo
1
8
Lazio
5
4
Marche
3
3
Umbria
3
10
Toscana
9
14
Emilia Romagna
2
Liguria
11
0
12
Veneto
4
Friuli Venezia Giulia
9
0
6
Trentino Alto Adige
3
14
Lombardia
6
10
Piemonte
5
Valle d'Aosta
0
2
0
5
10
15
DOP
IGP
Note: The sum of the values is different national total because some products have been considered in more regions
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
20
25
Marcello Bonitatibus – Carsa SpA
1
Basilicata
0
Typical and traditional agro-food products in Italy. July 2006.
Prodotti agro-alimentari tipici e tradizionali in Italia. Luglio 2006
Sardegna
165
Sicilia
242
Calabria
273
Basilicata
51
Puglia
195
Campania
327
Molise
163
Abruzzo
78
Lazio
344
Marche
152
Umbria
72
Toscana
Emilia Romagna
225
Liguria
284
Veneto
372
Friuli Venezia Giulia
132
Trentino Alto Adige
208
Lombardia
201
Piemonte
370
Valle d'Aosta
25
0
50
100
150
200
250
300
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
350
400
450
500
Marcello Bonitatibus – Carsa SpA
454
Kind of italian traditional and typical agro-food products. July
2006
Tipologia dei prodotti tipici e tradizionali italiani. Luglio 2006
3%
29%
3%
4%
1%
28%
11%
17%
3%
Alcohol-f ree beverages, distillates and liqueurs
Fresh meat (and of f al) and their preparation
Condiments
Cheeses
Fats (butter, margarine, oils)
Fresh pasta and bakery products, biscuits, patisserie and conf ectionary
Fish, mollusc and shellf ish recipes and special brreding techniques
Gastronomic products
Products of animal origin (honey, dairy milk products excluding butter)
Natural or transf ormed vegetable products
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
1%
Kind of traditional and typical agro-food products in Campania Region.
July 2006
Tipologia dei prodotti tipici e tradizionali campani. Luglio 2006
5%
12%
0%
42%
10%
4%
24%
0% 2%
Alcohol-free beverages, distillates and liqueurs
Fresh meat (and offal) and their preparation
Condiments
Cheeses
Fats (butter, margarine, oils)
Fresh pasta and bakery products, biscuits, patisserie and confectionary
Fish, mollusc and shellfish recipes and special brreding techniques
Gastronomic products
Products of animal origin (honey, dairy milk products excluding butter)
Natural or transformed vegetable products
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
1%
•
•
•
•
•
•
•
•
•
•
art towns
quality food products
cuisine and gastronomy
high fashion
figurative arts
great music
sport
landscape
cinema
literature
Source: Censis - Federalimentare, 2003
•
•
•
•
•
•
•
•
•
•
città d’arte
prodotti alimentari di qualità
cucina e gastronomia
alta moda
arti figurative
grande musica
sport
paesaggi
cinema
letteratura
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
What Italy means in the world
Cosa significa Italia nel mondo
• importance attributed to food
• sacred ritual of sitting around a
table to dine
• regional characteristics of
Italian cuisine
• attention to and search for
quality products
• l’importanza attribuita
all’alimentazione
• la sacralità di sedersi a tavola
• il carattere regionale della
cucina
• l’attenzione e la ricerca di
prodotti di qualità
Source: Censis - Federalimentare, 2003
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
What foreigners apreciate about italian food
Che cosa apprezzano gli stranieri dell’Italia a tavola
Exports
I numeri dell’export
• 13,945 million Euro: worth of
exports in 2003
• 61% is exported to the
European Community
• 13% is exported to the US
• 13.945 milioni di euro: il valore
dell’export del 2003
• 61% del nostro export è verso
la Comunità Europea
• 13% è l’export verso gli Usa
• 3% è l’export verso il
Giappone
Source: Ismea - Federalimentare, 2004
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
• 3% is exported to Japan
The value at worldwide level of the consumption of italian
imitation products
Quanto vale il consumo dei prodotti di imitazione italiana nel mondo
(dati 2003)
• 13.945 milioni di euro il valore
dell’export
• 53.500 milioni di euro il valore
stimato del consumo di prodotti
imitativi
Source: Ismea - Federalimentare, 2004
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
• 13,945 million Euro the value
of export
• 53,500 million Euro the
estimated consumption value
of imitation products
What in Italy happen to protect and valorize the typical and
traditional products (1)
Cosa si fa in Italia per la protezione e valorizzazione dei prodotti tipici e
tradizionali (1)
European label
Marchi europei
Territoriale brands (Generally are public)
Marchi territoriali (Generalmente pubblici)
Terrritorial marketing with local product
Marketing territoriale con il prodotto locale
Private brands/initiatives to valorize the
typical products
Marchi/inizative provate per la valorizzazione dei
prodotti tipici
Private commercial brands
Marchi commerciali privati
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
Umbrella brand (Generally are public)
Marchi ombrello (Generalmente pubblici)
What in Italy happen to protect and valorize the typical and
traditional products (2)
Cosa si fa in Italia per la protezione e valorizzazione dei prodotti tipici e
tradizionali (2)
E-Commerce
Public and private projects
Progetti privati e pubblici
Fairs, Events, and other
Fiere, eventi e altro
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
Institutional promotion
Promozione istituzionale
Three Good Experiences (1)
Tre buone esperienze (1)
Name
ALICI DI MENAICA
Category
Fish and seafood recipes and special breeding techniques
Country
Italy
Region
Campania
DESCRIPTION OF AREA OF PRODUCTION
SHORT DESCRIPTION OF PRODUCT AND IMAGE
The fishermen go out at night and at dawn their womenfolk clean the anchovies immediately, salt them and
put them in the terracotta jars. Both the fishing and the salting are very old techniques, deeply linked with
the traditions of this small medieval town on the Cilentana coast but, even here, there are only a few people
left who know of them and keep them alive. Notwithstanding the extraordinary flavour of salted anchovies,
today the profit for whoever fishes them and prepares them is not enough to repay the effort. The fishing
method is extremely laborious and not very productive and the price commanded by the alici di Pisciotta is
the same as common anchovies, those fished in huge quantities with modern fishing techniques.
Currently 7 producers are involved
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
Anchovy fishing, that still done with the menaica (traditional net) and the menaide (little rowing boat), has survived only in Pisciotta, in the
province of Salerno.
On the coastal road from Palinuro to Velia, the medieval village of Pisciotta is picturesquely situated on a hill above the Mediterranean Sea. It
is in the Cilento and Vallo di Diano National Park. Walking along the narrow alleys and stairways with their palazzos and houses dating form
the 16th century, you will experience the unique atmosphere of real Italian village life. In spite of its closeness to the sea, Pisciotta has been
spared the side effects of tourism, customs and traditions which are hundreds of years old are kept alive.
Three Good Experiences (2)
Tre buone esperienze (2)
Name
CACIORICOTTA CAPRINO DEL CILENTO
Category
Cheeses
Country
Italy
Region
Campania
DESCRIPTION OF AREA OF PRODUCTION
The Cilento and Vallo di Diano National Park, the second largest park in Italy, extends from the Tyrrhenian coast to the foothills of the
Campania- Basilicata Appenines, and covers the peaks of the Alburni, of the Cervati and the Gelbison, as well as the coastal spurs of M.
Bulgheria and M. Stella.
Alongside these extraordinary naturalistic outcrops, due to a considerable heterogeneity of the territory, is the mythical and mysterious
character of a land rich in history and culture: the lure of the Leucosia nymph, the beaches where Palinuro left Aeneas, from the remains of
SHORT DESCRIPTION OF PRODUCT AND IMAGE
Cacioricotta is a typical cheese of the Cilento and Vallo di Diano National Park. It is obtained with a mixture
of goat’s and sheep’s milk and only with goat’s milk between June and August, due to the end of the sheep
milking period. It owes its name to the production method.
It has a cylindrical form and flat sides with a slightly wrinkled rind.
Its colour ranges from off-white to straw yellow. The texture is compact, without eyeing and slightly
granular. It has a strong, pleasant flavour. It can be eaten fresh or grated on pasta.
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
the Greek columns of Elea and Paestum, to the splendid monastery of Padula.
Three Good Experiences (3)
Tre buone esperienze (3)
Name
Torrone di Benevento and Torroncino di San Marco dei Cavoti
Category
Fresh pasta and bakery products, biscuits, patisserie and confectionery
Country
Italy
Region
Campania
DESCRIPTION OF AREA OF PRODUCTION
Notwithstanding the fact that there is an existing tendency to identify these particular types of nougat exclusively with the towns of Benevento
and S.Marco dei Cavoti, the geographical reference area is the whole province. These products, as well as representing a considerable resource
to the economy of the province of Benevento, have the advantage of using and valorizing some minor local products, like honey, and they
therefore represent an important factor of continuity for the population of the territory
In recent years the re-discovery and the re-launch of nougat has made possible, as well as the survival of the traditional companies, the birth
of numerous new companies which are perfectly integrated in the traditional workflow. The torrone of Benevento enjoys a well-established
fame not only in Capania an in Italy but also abroad. Most of the production is commercialized in Campania and in Italy especially for
traditional festivals.
The classical torrone di Benevento is a sweet made with simple ingredients: egg white, honey, hazelnuts and
honey. It can be soft or hard, plain or chocolate, made with almonds or hazelnuts, and it is an absolute
delicacy. In it, art and tradition, past and present, merge harmoniously: the choice of raw materials, the
preparation and the cooking are done with the same care and dedication as it has always been done. The
use of traditional methods and respect for the old recipes ensure that the product will have the quality and
authenticity known all over the world.
The main types of Torrone di Benevento on the market are: classical white with almonds, white “cupedia”
with hazelnuts, soft and white with almonds.
Torroncino however has a precise texture: small bars, crunchy, made with sugar and hazelnuts, all covered
in chocolate.
The adoption of new technologies in the production process by the companies producing it does not affect
the qualitative result but, on the contrary, allows the creation of new flavours and increased variety, while
respecting the precious old recipes.
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
SHORT DESCRIPTION OF PRODUCT AND IMAGE
Thank You for your attention
Zvolen –Slovakia -11-12 June 2007
TCA DEEP ID 4330
Marcello Bonitatibus – Carsa SpA
Grazie per l’attenzione