CONVIVIUM
Table Talk with Food, Wine & Spirits Professionals
presented by Colangelo & Partners Public Relations
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If you dig a little beneath the surface of the debate surrounding how best to promote ‘Made In Italy,’ I think you’ll find a fair amount of irony. Lets de-construct this for a minute. Specific to the food realm, Americans think that the more sauce or ingredients you add to a dish the better it will be. Compare that to the Italian way of using less ingredients of higher quality. But when it comes to marketing ‘Made in Italy,’ it’s the exact opposite. Italians pile on a ton of unnecessary messages that, much like a dish of pasta at the Olive Garden, detract from the core message. Conversely, American marketers of Italian (or Italian style) products seemingly borrow a technique from top Italian chefs; they employ a ‘less is more’ approach that resonates with a larger cross-section of Americans. Hence why we have the ongoing debate of what exactly constitutes ‘Italian’ cuisine in the United States. Italian cuisine is consistently ranked as the favorite ethnic cuisine amongst Americans. I’m fairly confident, however, that most who proclaim their love for Italian food have no idea that Italy has 20 regions, that Asiago is also a town and that there is no such thing as fettuccine Alfredo. If you could lock the two sides in a room and force them to negotiate a unification treaty, you’d have the formula of how to package and sell the message Italian producers want to convey to the US market. I have a suggestion my own. To combat the rampant Italian imitation products that pervade store shelves and mind share of countless American consumers, Italian producers need to look to the less is more theme. Focus on the one fact that is required by law. If an olive oil says ‘packed in Italy,’ it is not Italian. If a product is in fact 100% Italian, the package by law must state ‘product of Italy.’ This is simple and powerful message is the sure-fire way for consumers to know the products they are purchasing are in fact Made In Italy. This will not, of course, resolve the problem entirely but a campaign focused on this simple message would be a monumental step in the right direction. So do your part. When you pick up a package of pasta – even is the Italian flag is plastered all over it – look on the back to see where it was actually made. When you go to the deli and ask for Prosciutto, Speck or Mortadella, specify ‘imported’ vs. ‘domestic.’ Just look how Crisco – YES, CRISCO! – has hopped on the band wagon. As always, don’t misconstrue the message. I am not advocating Crisco for the quality of their olive oil. I do, however, acknowledge the intelligence behind their marketing.
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