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APR. MAY 2016
IV
it means strengthening our presence
in foreign markets and also to win
new. Wide-ranging action, which is
part of the internationalization plan
of the government that believes
and invests more and more in a
crucial sector for the economy of our
country.”
As expected from the Food Act, the
chefs will indeed be ambassadors
of Italian cuisine in the world,
through coordinated action of
promotion on foreign markets
with the internationalization of the
Government Plan and identified
with the unique hallmark The
Extraordinary Italian Taste.
Among the initiatives provided for in
the Protocol are
- The week of Italian cooking
organized by Embassies, Consulates
and Italian Cultural Institutes in the
last ten days of November
- A program of master classes aimed
at foreign chefs to spread the values
of the Mediterranean diet, and
promote awareness of Italian food
and wine excellences
- Scholarships for Italian chefs under 30
- Italian Days dedicated to quality
cuisine promoted by CONI during
international sporting events, starting
with the 2016 Olympic Games in Rio.
Facts and figures
- Italy is the first country in Europe
by number of quality certified
products (280 523 Food and Wine)
- First producers of wine world with
48.9 million hectoliters in 2015
- According to country in the world for
the number of starred restaurants (334)
- The Italian agri-food exports in
2015 registered the record of 36.8
billion euro, 7.4% more than in 2014.
Objective: 50 billion by 2020.
- The plan of Government of the
internationalization includes 70
million euro just for the food industry
- The Ministry of Agriculture is
the only one in the world to have
agreements with eBay and Alibaba
to remove fake Italian PDO and PGI
products from the virtual shelves.
AT PAGE 10
The simplicity
of tradition
To Mister Chef is a constant path
towards the qualification to a
restaurant that changes
A typical Italian entrepreneurial
story is that of Mister Chef of
Montesilvano, in Abruzzo. Founded
in 1979 as a sole proprietorship to
market canned for pizzerias, he has
gradually enlarged hand and has
integrated the range to cover other
categories of food and non-food
products, for a total of two thousand
references. They’re so arrived before
the mozzarella, cured meats and dairy
products and with the transformation
of pizza in restaurants, fresh and
frozen meat and frozen fish.
And it was necessary to form
continuous customers about
new products, in parallel with
the evolution of the market and
consumption styles. This is how the
events dedicated to restaurateurs, like
the one that took place in mid-March,
which was attended by 150 guests
from Abruzzo and Marche.
“Today there is a greater awareness
on the part of restaurant owners
the issue of quality - says Antonio
Di Lorito, president of the company
- after the last few years in which
the emphasis was solely on price.
We see an example with the typical
product of our region: the kebabs
(the characteristic skewers of mutton,
ed). After the dissemination of data
obtained by a meat cube prepared for
the purpose, today we are witnessing
a return to those made by hand, more
traditional. This craft rediscovered
in the kitchen is a common thread
that runs through many products,
such as flour for pizza, segmented
into different types depending on the
result you want to achieve. Among
other things, just flour Agugiaro &
Figna were the protagonists of the
two days of Open Doors.”
Qualitaly products support
Mister Chef, in daily contact with
restaurateurs, a brand that guarantees
the careful selection of suppliers. “We
have always aimed to favor a correct
value for money and in this sense
the selection of products to Qualitaly
brand is for us a guarantee for the
careful work that is carried out from
headquarters. We have responsibility
to inform customers and help them
cope with the changing market,
without derogating from a line
marked by the quality of the product.
The message to our clients is that we
have chosen the best product on the
market and we have done to help
them in their activities. The extra
virgin olive oil, for example, is an
Italian oil, but it is clear that you can
not go below a certain price level.
Tomato? It is no acidic. I believe
that the concept of safeguarding the
quality of the product price limit
is now making inroads into the
consciousness of the most discerning
restaurant owners, although they are
still a vanguard, as well as the idea
that the activity should always strive
for efficiency. no longer makes sense
today to propose kilometer menu.
Better a few voices in the paper for
the benefit of a better organization
and a careful selection of raw
materials.”
Which are the plans for the future?
“Completing the product range -
meets Di Lorito - and specialize more
and more. We are fortunate to live in
a country with great food traditions.
Of course we continue to enter new
references, but without going in
search of sophisticated products. The
best things are the simplest ones.”
AT PAGE 12
Goodbye à la carte
menu
From paper to the tasting, the unique
menu: this is the way to increase
profitability, wasting less, surprise the
customer with new preparations
by Anna Muzio
We could call it the revenge of
the few ones but at the same time
good ones, quality over quantity,
MAGAZINE