The quality pays. For the agri-food products (including wines) in 2017 the value of production increased, despite the offensive of similar products on international markets, exports and domestic consumption strengthened (at least for big organised distribution). This is what emerged from the XVI Ismea-Qualivita Report on food products and on PDO and PGI wines presented in Rome.
According to the data of the 2018 Report, in fact, the entire PDO and IGP system, including wines, in Italy has 822 brands with a production value of 15.2 billion euros (+ 2.6% compared to 2016) and an export of 8.8 billion (+ 4.7%). The sector is worth 18% of the entire Italian agri-food sector and covers 21% of the total Italian-made food and wine exports.
Unpacking the two large aggregates, the food segment has a production value of 6.96 billion (+ 3.3%), which becomes 14.7 (+ 6.7%) for consumption and an export which in 2017 reached 3, € 5 billion (+ 3.5%). Even more important are the numbers fielded by the wine sector which counts a production value of 8.27 billion (+ 2%), an export of 5.26 (+ 5.8% while the overall export including wines not denomination of nearly 6 billion) and in 2017 saw a production of 2.95 billion bottles.
Italian agri-food quality is therefore a complex system with 197,347 operators and 275 protection consortia and can count on a system of public control bodies that in 2017 carried out more than 10 thousand checks.
“Agri-food products with geographical indication – commented the Minister of Agricultural Policies, Gian Marco Centinaio – are a strategic axis of the country. Among our actions, the fight against Italian Sounding is a priority, detrimental to consumer rights, but also to the economic interests of the entire agri-food chain. We need to improve the competitiveness of the sector through support policies for farms and agritouristic businesses, boosting exports, guaranteeing a safe and balanced supply chain to also offer new jobs to young people “.
“The data that emerge from the report – said the director general of Ismea, Raffaele Borriello – show how the system of geographical indications represents a solid reality of the Italian agri-food economy and how much it contributes to consolidating the reputation of Made in Italy in the world” .
Among the curiosities that emerge from the Ismea-Qualivita Report, it should be remembered that the two great Italian-made grana cheeses divide the primates of value to production and to consumption. In the first case, Parmigiano Reggiano PDO prevails (1.34 billion and a rise in prices at the origin of 13.7%) while the one with the highest consumer value is the Grana Padano (with a value of 2.91 billion and a a jump of 33.7% in 2017). The more export oriented PDO product confirmed the Balsamic Vinegar of Modena IGP (with an export propensity of 92% and an export growth of 2%).
Among the wines instead the one with the highest turnover at the origin is Prosecco DOP (with 631 million euros) while the one with the highest value of the bulk is – needless to say – the Brunello di Montalcino with prices originally raised in 2017 of 18 %.
But the real news of the 2018 Report is the section dedicated to Dop and Igp on the web and social media, basically a snapshot of conversations and online sentiment on 50 food products and 50 DOP and IGP wines that count the largest number of followers. “Many things have changed in the Dop and Igp world over these years – added the director of the Qualivita Foundation, Mauro Rosati -. In 2010, many consortia were not even interested in investigating web issues. Today 61% of the Ig has an official website and 52% have a social profile. But above all, from the monitoring that we have carried out on 64 million engagement, taking into account 2.4 million mentions and posts made by 1.1 million authors, it emerges that the Dop and Igp system is a true ambassador of Italian culture in the world. An army that tells the country, not only themselves but also their territories of origin, thus becoming a phenomenal attraction for tourism. A peculiar role that only the territorial brands are able to carry out and that has no equal between the corporate brands tout court “.