Teaming up Italy’s agro-food offerings with high-end tourism
Interview with Stefano Agostini
Gourmet tourism, features on traditional regional culinary recipes, and a major focus on Made in Italy brands: not a week goes by without the international press making mention of Italian agro-food products, with in-depth analyses that go way beyond the more globally popular brands, and involve full-blown journeys of discovery exploring the places where food and beverages are produced. But does this interest help boost the exports of Italian firms in this sector? The Foreign Press Monitoring section of the Aspen Italia website team discussed this very question with Stefano Agostini, president and CEO of Sanpellegrino.
Does the extensive foreign press coverage the Italian agro-food sector receives help the industry? Certainly. The predominance of Made in Italy as a brand concept in the agro-food market is driven by a passion for food and a culture that is a byword for local specialities and quality production. There is one thing above all that makes us unique: the ability to experience culinary excellence as a cultural phenomenon as well. Overseas, it is not only the tastiness of our cuisine that is appreciated, but also the atmosphere it creates. In short, when it comes to food and wine, Italians are perceived as purveyors of culture. Today, the international market is a place of great opportunity. In fact, partly because of the crisis in the domestic market, a new generation of Italian entrepreneurs has gone out into the world to seek opportunities for growth, rubbing shoulders with brands that have long been established abroad.
Could the overseas success of Italian cuisine drive growth in other sectors? Yes, I very much think so. Italian industry is presented with a huge opportunity: we can promote the best of our agro-food as well as other products overseas, such as luxury, designer, and precision-engineered goods. Sanpellegrino is also a member of the Altagamma foundation, which brings together companies which, though from different sectors, are all characterized by an Italian quality culture. The big challenge we face is that of pulling together more, to promote Italian products based on the solid grounding that our lifestyle provides. This is achievable because the same international consumers who demand quality in textiles or design also want to enjoy downtime indulging in traditional Italian culinary products at home or in a restaurant. In other words, pooling our energies to tap into this market is really important.
So what should we focus on to win over foreign consumers? Italian culture is our draw card, partly because of the flexibility and values it is associated with. Intrinsic to this culture are entrepreneurial flair and the curiosity of those who go around the world gauging demand in different markets. The end result of this should be innovation and products designed around the needs of local consumers, while also investing, where necessary, in educating consumers and those operating in the relevant sectors. Let’s not forget, though, that all the quality which Italian agro-food products are seen as embodying is underpinned by their places of origin. And if we go around the world talking up these places, then this need to be borne out by the reality when someone comes to visit.
So is tourism shaping up to be strategic for agro-food exports? Tourism today is the key success factor for educating international consumers. Advertising in countries where there isn’t already a penchant for the Italian lifestyle requires considerable investment and only yields results in the long run. But the process is much faster when it is foreign consumers who come to Italy. At Sanpellegrino, we export to 140 countries, that is, wherever we see a “yearning” for quality Italian products. Consequently, Italy needs to continue to work hard on tourism and optimize its high-end hospitality offerings. Links need to be forged between businesses to create flexible packages for tourists. The idea is to combine a stay in great hotels with the opportunity to visit fashion and design houses, maybe making the experience all the more enjoyable by throwing in a few gourmet tourism extras.
