8 THE JAPAN TIMES MONDAY, MARCH 2, 2009 Special Economic Reports (3) 第３種郵便物認可 Italy at Foodex Italy at Foodex

Milan Food Village: all the fl avors of the Earth In April 2008, the city of Mi- 140,000 sq. meters, along- upon the region’s dense

© Buonitalia S.p.A Italian agro-industry lan was chosen to host the side Sogemi’s existing build- road, rail and air transport 2015 Universal Exposition ings, which total 700,000 sq. network. Foodex 2009 under a project titled “Feed- meters. The new infrastruc- Predolin adds that Milan exports ing the planet, energy for ture will host a “technopole”, Food Village “will dedicate life.” Centered around the and a service center entirely more than 5,000 sq. me- Italy aims to introduce Asia question of how to feed hu- dedicated to the agro-food ters to exotic food products. A success for the chambers of commerce manity, the northern Italian sector. “It will include a cut- We’re confi dent that the new city’s bid was chosen by the ting-edge laboratory with the installation will draw a vast to the Mediterranean diet United States, Canada and jury for its broad scope and most advanced equipment in public, keen to discover for- Roberto Predolin Russia. The fi nancial crisis its vital importance at a time product traceability, a key eign gastronomy and new President, he largest profession- pleasant to come here. Also, uinely original, and healthy issaries from Japan to Italy might have an impact on the when the planet is struggling part of food products’ qual- fl avors. There is great inter- Sogemi al food and beverage Japanese consumers are very cuisine based on fresh fruits took place in the 12th centu- number of participants, but with a global food crisis. ity label,” explains Predolin. est in exotic food these days.” Kuromon wholesale mar- T fair in Asia, Foodex sophisticated and very curious and vegetables, cereals, ry,” says Vattani. “Both our © Unioncamere - Italy the CEA is ready to contrib- “More than 100 countries are “Also, there will be a train- Indeed, it is estimated that kets have been twinned Japan 2009, opens Tuesday, about European products. cheeses, meat, fi sh and olive countries had a comparable ute more in order to allow expected to attend the Expo ing center, and professionals sales in Italy will grow by since 1999. This partner- March 3, at Tokyo’s Makuhari They know, for instance, how oil. Indeed, many of its adher- experience in the aftermath of the maximum of enterprises and Milan expects some 20 will be able to choose from a 40 percent over the next fi ve ship brings together two of Messe exhibition center. Some to distinguish the various ents — and with particular World War II, and a similar to participate,” proclaims million tourists,” says Rob- wide array of logistics serv- years, without taking into ac- the planet’s most exquisite 2,500 exhibitors from 65 kinds of olive oil according to enthusiasm among dietitians arch of economic develop- Ardizzi. In order to reduce erto Predolin, president of ices.” count the impact of the 2015 and original cuisines, and countries will present their their color and texture. They’re — are in favor of adding the ment. Both are now part of the the costs, the CEA collabo- Sogemi, a state-owned com- The new installations are to Universal Exposition. fosters commercial and cul- products, and Foodex organ- not satisfi ed with simply Mediterranean diet to the G-8 group of the world’s rich- rates more and more regu- pany that handles Milan’s be built following strict en- “With half a million foreign- tural exchanges between izers are anticipating 100,000 knowing that Parmigiano UNESCO World Heritage est countries.” Furthermore, larly with its Sardinian wholesale food markets — vironmental regulations, in ers living in Milan and keen the two cities. Predolin con- visitors, wholesalers and con- cheese is produced in Parma. List. Italian farmers must sat- Italy and Japan are fascinated counterparts and the Cham- the activities of which around particular aimed at curbing to fi nd products from their cludes, “Ahead of the 10th sumers during the show. They also want to learn about isfy a stringent set of norms by each other’s culture. This ber of Commerce of 10 million people depend water and electricity con- country of origin, we already anniversary of the associa- Japan is one of the world’s all the products of the Emilia to be able to apply for the de- is why they signed a commit- Cagliari. “During Foodex, upon. Predolin adds: “The sumption. In the medium have an important market in tion between the Milan and Takamasa Sato, professional sommelier is conferred the title of Ambassador of Italian Wines in Japan 2008: Thierry Cohen, vice president JET; H.E. Luca Zaia, Italian minister of agriculture; Sato; and leading food importers and as Romagna region. You can also nomination of origin certifi - ment to create the Fondazione Walter Brunello, president of Buonitalia. we will organize joint tast- whole Lombardy region will term, all of Sogemi’s build- place,” adds Predolin. “Re- Osaka markets, we were such, one of the largest and fi nd quite a few encyclopedias cation. Italia (The Italy Foundation), tion. Other events slated later one of our major commercial gin,” explains Giuseppe tomers a guarantee of securi- ings of wines and olive oils reap the benefi ts and our Mi- ings will be renovated to in- tailers here have a fantas- honored to receive the visit most dynamic food markets about Italian wines written by in 1999. The institution, based this year are the 21st Italy Ja- objectives. Japan is a very im- Tripoli, general secretary of ty and quality.” from Sardinia and the lan Food Village project — clude upgraded, environmen- tic investment opportunity. of Japan’s general consul in on the planet. Consumers here Japanese sommeliers. The in Tokyo, was created to pan Business Group and a portant market for us, since the federation of Italian Cham- Italy is the leading European Abruzzo. We have already which fi ts perfectly with the tally friendly equipment. They will have easy access Milan, Azuma Hiroshi. The are particularly culinary and Foodex show is not the only showcase and promote Italian quintessentially Italian treat: we are their second most im- bers of Commerce (Union- producer of biological agri- worked together in Miami. Expo’s theme — will cer- This ambitious project is to goods as we are situated cooperation between our two eager to embrace innovative event where we promote Ital- culture in Japan. the Japanese tour of the Scala portant provider of wine.” camere). culture, ahead of Spain, Ger- Italy’s regions must under- tainly be a success too.” set to further boost Milan’s just a few meters from the countries is set to grow.” The products. Market analysts ian gastronomy. For instance, “Our main clients are Germa- of Milan. That’s why in collaboration “They already have a very many, Great Britain and stand that they are not only The Milan Food Village in- wholesale markets, whose wholesale markets.” Milan Food Village is sched- know that if they seduce the we organize an annual gour- ny, the U.S. and France. Most The Italian Ministry of Agri- with the Italian Association of positive perception of the la- France. More than 1.1 mil- competitors, but also part- stallations will occupy over activity depends directly The Milan and Osaka uled to open in 2014. Japanese market, they will met event to celebrate our Na- of our exports go to European culture, Food and Forestry Sommeliers Buonitalia real- bel ‘Italy’. But this also lion hectares of arable land is ners,” explains Ardizzi. eventually gain access to the tional Day, on June 2. The countries, but we are also Policies in order to join the ef- ized something that is unique means that Italy is a coveted dedicated to biological cul- After globalization, hand- Italian enterprises, nearly Promofi renze always brings Moscow. whole of Asia — the most venue last year was the growing in other regions, par- forts of all the subjects charged in Japan. “We gave laureates a label. A recent study has ture. ing over the business to the all of them from the agro- an Italian wine steward on Moreover, visitors to Food- densely populated continent Hokkaido baseball stadium.” ticularly in Russia, China, to promote Italian agro-food Japanese translation of the shown for instance that 45 President of the Consortium next generation constitutes industrial sector. Ten were its missions abroad. He un- ex will have the chance to on the planet. Some 1,300 Italian products Brazil and Mexico. The at- abroad, established in 2003 a Italian Association of Som- percent of all products sold in Il Biologico, a private organ- the second-biggest chal- from Tuscany. Each enter- derlines that Italian prod- discover the natural beauty Italy, home to a universally are distributed in Japan, each Umberto Vattani tractiveness of the ‘made in control room, Buonitalia Spa, melier superior course. We izm of control and certifi ca- lenge that the Chamber of prise had an average of 72 ucts, in general, and Tuscan of Sicily, thanks to a pro- recognized cuisine, plans this of them complying with rigor- President, Italian Institute Italy’ brand has not decreased whose partners besides the help them give information as tion of products of biological Commerce of Pescara is meetings with Japanese ones in particular, carry a motional fi lm especially year to send some 300 food ous hygiene controls. “We are for Foreign Trade (ICE) over time — quite the oppo- ministry are the Italian Insti- complete as possible about agriculture, Lino Nori says helping the small and medi- companies. Retail repre- very strong brand image: prepared for the occasion. and beverages companies to extremely careful with regard “We have a record 174 de- site in fact. It has extended to tute for Foreign Trade, the characteristics and quali- that the sector represents “far View of the magnifi cent palace Sallustio in Rome, headquarters of Unioncamere. um-size companies to re- sentatives were also there. They are immediately asso- “It is a fair that is attended Japan to represent it. Umberto to sanitary protection and nomination of origin labels new generations and new so- Unioncamere and Ismea, and ties of our wines to the clients more than an economical n spite of the global quality of our genuine prod- lessly why we do good busi- solve. “We have more than We had arranged to put up ciated with a certain art of by many restaurant owners Vattani, president of the Ital- proof of this is that the Euro- and geographical indications cial classes,” says Vattani. that awarded in November the of their restaurants.” fi eld; it is also a cultural economic crisis, there ucts. A number of consum- ness with them. We only 40,000 members, with a stands in some stores to living. “They are not con- and managers, an important ian Institute for Foreign Trade pean Union has chosen Parma registered in Brussels,” says But then, Italians have clever- title of Ambassador of Italian Buonitalia is also involved in movement.” “We have de- I is increasingly positive ers are fooled by this prac- take to Tokyo the products majority of family busi- reach the general public. sidered as simple foodstuffs. outlet for our products. We (ICE), says that Italians “ap- as the headquarters of the Eu- Minister of agriculture, food ly transformed the natural Wines to chef sommelier Vinitaly Tour Japan, a promo- fended and promoted a new news for the Italian agro- tice. The Foodex Fair will that have the highest levels nesses where the succession Olive oil and vintage wines We must energize our ex- will praise the excellence Augusto Strianese preciate the Foodex exhibition ropean Food Safety Authority and forestry policies, Luca charm of their country into a Takamasa Sato. “The award tion campaign that will tour method of cultivation, re- industrial sector. It exported give us an opportunity to of excellence in quality and is often diffi cult to deter- of our olive oil and vintage President, Chamber of for its commercial impact, but (EFSA),” says Vattani. Zaia. “There are some 45,000 potent and well-marketed ceremony took place in the Japan’s largest cities. “Each spectful of the environment 3.5 billion euros worth of better inform Japanese pro- that we can defend with to- mine. In partnership with « Exports of the agro-industry sector of wines, not forgetting the Commerce of Salerno also because it is particularly Italy is particularlly proud of farms in Italy covering a total “brand Italy” that is particu- Oenological School of Cone- of our initiatives is conceived and human health,” he adds. wine last year, a record fi g- fessionals and consumers,” tal sincerity,” explains Ard- the Gabriele d’Annunzio Salerno rise regularly, particularly for all the capers of Pantelleria, which Pace, who wants to succeed well organized. It’s always its Mediterranean diet, a gen- of around 1.1 million hectares, larly irresistible to the Japa- gliano, in the Veneto region. as part of a global campaign Giuseppe Tripoli The consortium is a well-es- ure thanks to an increase in adds Tripoli, who is moreo- izzi. University, we have under- high-quality products, like mozzarella cheese, are undoubtedly the best in in creating a veritable re- General Secretary, which makes us the fi fth most nese public. Every Italian Promoting the quality of Ital- to promote Italian food and tablished enterprise, whose production of 5 percent to ver preparing a commercial The Abruzzo food products taken a vast study of this vegetables, fruits, wines and liquors. We help the world. And we will take gional brand image that Economic data important country in the world event here has been a hit: the ian wines abroad is one of the wines all over the world. The Unioncamere — Italy rigorous methods and pro- reach approximately 45 mission to Japan: A large that are the most appreciat- subject,” announces Ardiz- advantage of the opportu- will have the strongest im- the companies to explore new markets, like Minister of Agriculture, in terms of biological agricul- Italian Fair in 2001, the Inter- key objectives of the minister wine sector is fundamental for the U.S. have something Ital- ceedings have been offi cially million hectoliters. Total delegation of Italian busi- ed, besides the pasta, are zi, who is also organizing nity to show to all the many pact on a global scale. Re- Food and Forestry Policies: Luca Zaia ture, after Australia, China, national Exhibition in Aichi, of agriculture, food and for- us and our top-priority is to ian about them, including recognized by Italian, Amer- agro-industrial exports dur- ness people will visit Japan wines, truffl es, safran and events in Pescara to attract Japan, Russia, India and China. » natural attractions our is- markable fact: One can nd Argentina and the United the Italian Spring... And there estry policies, Luca Zaia,” expand abroad, in particular those that have no relation ican and Japanese authori- ing the fi rst six months of next November. virgin olive oil. The CEA more and more internation- Augusto Strianese land has to offer,” explains count in the province of Italian agricultural sector ranked 2 in Europe, President of the Chamber of Commerce of Salerno with more than 1.7 million companies and 15 million hectares of States.” is more to come. “We are says Buonitalia’s President in Japan,” says Brunello. One whatsoever with our country. ties. Apart from its core activ- 2008 progressed by 13.9 Among the Italian regions mainly targets a highly se- al enterprises, for example Giuseppe Pace, president Trapani alone, 57 percent arable land (49% of the entire country). A country devoted to the sense planning an Italian Fall to Walter Brunello. “We have The only way to fi ght fraud ity of control and certifi cation, percent, reaching 9.41 bil- to be represented at Foodex lect market, where quality of the Chamber of Com- of all the products desig- Italy is the European leader for bio-agriculture, ranking 5th in the of the priority-targets of the “B2B Abruzzo,” which will are the products that attract ports by emphasizing the world, with more than 45,000 companies working on 1.1 million ha. of taste since time immemori- showcase some parts of our awarded a top professional campaign is the clientele of with effi ciency is through a it also helps farmers to pro- lion euros. During the same 2009 will be Abruzzo. The is more important than be held at the end of Sep- the most interest, in China values that the Tuscan gas- merce of Trapani, who or- nated with the “controlled Agro-industry: al, Italy has built a strong food country that are still not who is very active in promot- Japan’s trendy restaurants and global, coordinated plan of mote their products abroad, period, foreign sales of pas- chambers of commerce of price, for the enterprises of tember. Another important and Japan alike. We are go- tronomy represents. Inno- dered the production of the origin” label and protected Total turnover of €240 billion, 15.7% of national GDP. industry that contributes known here,” says Vattani. ing our best wines in Japan, bars. action, whereby the interna- supporting them in all the ta, one of the most attractive its four provinces — Pes- the region tend to be very event: The capital of Abruz- ing to pursue our efforts to vation and globalization are fi lm. He is pleading for im- geographic areas of the is- 32,000 companies in agro-industry; 174 certifi ed products “DOP”, around 15 percent to the coun- “The Italian Renaissance and Buonitalia is also developing, tional community would major international food products of Italian gastron- cara, Chieti, l’Aquila and small and cannot fi ll large zo will host the Mediterra- make headway in the Japa- our top priorities. We man- proved coordination be- land. The chamber of com- “DOC” and “IGP.” EU leader with 21% of European certifi ed products. try’s gross domestic product, our contemporary culture are together with the Italian asso- agree on common mecha- fairs. Five certifi ed Italian omy, jumped 48 percent, Teramo — are participating orders. The CEA offers im- nean Games next summer, a nese market,” proceeds Gal- age certain community tween the Sicilian region merce of Trapani counts Main products exported to Japan: pasta, tomatoes, extra-virgin olive with a yearly turnover of 250 well known, but there are oth- ciation of Geographical Indi- nisms.” bio-producers have traveled breaking the 1 billion euro in the fair through the For- portant logistical support to sports event that will place gani, who points out that funds that we distribute to and the other island prov- approximately 50,000 oil, wines, mineral water, fi sh (tuna), citrus fruit (oranges, lemons…). billion euros. There are more er areas that few people are cations, a campaign to educate Unioncamere is planning for this year to Japan with the mark. The Asian markets eign Trade Centre of Abruz- business people for interna- the city in the limelight. enterprises to help them inces. “We need to speak members, including 8,000 Trade Balance: than 70,000 companies in the aware of, such as our scientifi c the Japanese public about the November a commercial tour Consortium Il Biologico, to are particularly strong im- zo (CEA), an organization tional fairs and helps them Tuscan products are equally grow, and we collaborate with a sole voice and to co- from the agro-industrial Exports : €24 billion sector; 93.8 percent of which sector, and in particular nano- in Japan, a key market for participate in Foodex Tokyo. porters, with, for example, that they jointly created in to recover their payments ordinate our investments in sector. Imports : €32 billion European system of Labels of popular with Japanese con- with a number of fi nancial have fewer than 10 employ- and biotechnologies.” Origin. Called Food Roots, Italian companies wishing to Proof of Italy’s know-how an increase of 57.35 percent 1978 to promote the glo- from foreign companies. sumers, especially olive oil groups to facilitate their de- commercial promotions. The love of work well done For more informations: ees. In September 2009, Tokyo’s the campaign aims at fi ghting expand abroad. “Quality and and commitment in sustain- in pasta exports to India. balization of their regional “The Chamber of Com- whose sales in Japan pro- velopment projects,” adds Our products are the best in and the talent for design are www.politicheagricole.it ; www.buonitaliaspa.it ; www.inea.it ; www.agricolturaitalianaonline.gov.it ; www.ice.it ; Italy and Japan have an his- Science Museum will host a fraud by teaching consumers innovation are the main as- able agriculture, the city of Behind these very encour- enterprises. “We have at- merce of Pescara and the gressed by 60 percent in Galgani. Promofi renze is the world: as soon as con- two things that the Italians www.unioncamere.it ; www.promofi renze.com ; torically entwined shared his- large-scale exhibition of Ita- how to recognize genuine and sets of our food and beverage Milan was chosen last spring aging fi gures is the effort of tended this exhibition for CEA are the two important 2008. “We are talking about equally implied in a fi nance sumers taste them, they and Japanese have in com- www.fi renzebusiness.it ; www.sa.camcom.it ; tory, which began when Mar- ly’s most innovative applied fake labels. industry,” stresses Tripoli. to host of the 2015 Universal Italian producers to export the past 20 years. Our ex- motors of the internationali- quantities which are still program conceived specifi - adopt them. The problem is mon. The Italian producers’ www.pe.camcom.it ; www.centroesteroabruzzo.it ; co Polo fi rst ventured to the research initiatives, with par- Walter Brunello “It’s very important for us that “By promoting the Labels of Exposition, with a project ti- their products all over the portation to Japan increased zation of the Abruzzo, and quite modest. After a very cally for companies inter- that our enterprises often main concern is to offer www.tp.camcom.it ; www.regione.lombardia.it ; Orient in the 13th century. ticular emphasis placed on the President, consumers understand clearly Origin and modernizing our tled “Feeding the planet, en- world, supported in their 5 percent in 2007 to reach they assume the major costs bad harvest in 2007, the ested in South American lack the fi nancial means to products that are as beauti- www.parmigiano-reggiano.it ; Buonitalia Spa www.economiacampania.org ; www.inran.it “The fi rst offi cial visit of em- needs of the elderly popula- the concept of Labels of Ori- agriculture, we offer our cus- ergy for life.” conquest of foreign markets 17 million euros and this involved in the region’s par- Japanese began to place or- markets, and it shares with participate in international ful as they are good and by a strong network of 179 growth rate was maintained ticipation in international ders as soon as our oil could a number of Italian regions fairs abroad. This is why healthy, which may explain Luca Zaia : the new czar of the fi ght against the world food crisis chambers of commerce. last year, notably thanks to fairs. The less wealthy prov- be produced once more. We Vasco Galgani an international network of we must have full collabo- the great success they are “There are 105 of them in the performance of our pro- inces, such as Teramo and believe that we have a po- President, 10 business representations ration among all actors in having in the Japanese mar- Italian Minister of Agricul- Italian products on the Japa- markets to our products. must continue to distinguish Japanese market is still to be ward his magnifi cent work in A: I am convinced, as are Italy, with 74 in 48 different ducers of pasta products Chieti, have very few large tentially strong Japanese Promofi renze from Tokyo to Sao Paulo to the Sicilian economy,” adds kets. ture, food and forestry poli- nese market. Q: How does your Ministry themselves through their ex- conquered and recent initia- favor of our wines in the res- numerous international ob- countries worldwide. They whose sales jumped by 20 enterprises and it is only market, but we will have to cies Luca Zaia will soon pre- Question: How important is provide assistance to Italian cellence. The message we tives of Buonitalia and of Ital- taurant where he practices his servers, that we are at the play a major role in promot- percent. It is our sixth-rank- fair that the CEA and the consider making special side G-8. Italy is taking over the Foodex fair within Italy’s producers who wish to attend wish to pass to Asian profes- ian chambers of commerce art. We also handed him the beginning of a structural phe- ing agricultural products. ing export market,” rejoices Chamber of Pescara help promotional offers in order from Japan, coinciding with commercial strategy? Foodex? sionals who will be attending contribute to increase market Japanese translation of the nomenon of rising foodstuff Our country produces about Ezio Ardizzi, president of them with fi nding markets to educate consumers who the upcoming April summit Answer: Foodex is a unique A: Our work starts in Italy Foodex is that Italy is a fi rst penetration of Italian food second degree classes taught prices. The next world up- 5,000 typical products, 174 abroad. Before Tokyo, we still regard this product as that will concentrate on fi ght- opportunity to present the of course. The public agency class food producer. The Ital- products. We hope the World at the Association of Ital- turn in the economy and the of which have obtained the went to Moscow and Lon- ‘exotic,’ ” says Vasco Gal- ing the world food crisis. At quality of our food products Buonitalia is instrumental in ian Ministry of Agriculture, Trade Organization negotia- ian Wine Sommeliers. These ever-increasing demand from classifi cation of ‘origin.’ don,” adds Ardizzi, who un- gani, president of Pro- 41 years old, and still grin- to Asia and Japan. The host helping our companies look Food and Forestry Policies tions will lead to lower im- texts will be widely distrib- emerging countries are going Luca Zaia This is a very strong state- derlines the close coopera- mofi renze, an organization ning from his successes with country has culinary tradi- at international markets and participates regularly in the port taxes on European food uted in Japan, in the sector, to exacerbate this tendency Minister of Agriculture, ment for our culture and our tion between the CEA and created by the Florence the recent reform of the EU tions that are as ancient as learn how to compete. Italian round tables organized by the imports to Japan, as that will thereby signifi cantly con- during the coming years. Food and Forestry Policies country,” explains Giuseppe the regional ministers of ag- Chamber of Commerce in Common Agricultural Policy, ours and it is therefore not products are characterized by Ministry of Foreign Affairs of obviously be helpful. tributing to creating aware- The international commu- lenges facing the agricultural Tripoli, secretary general of riculture. Together they plan 1990 with the goal of mak- which adopted most of his an easy task to change con- the highest quality, the result our two nations. We are cur- Q: You granted an important ness for our vintage wines. nity must come up with and sector must be confronted the Unioncamere, the fed- the international missions ing small and medium-sized country’s wishes, Zaia will sumption habits that go back of many multisecular tradi- rently working on the organi- distinction to Japanese wine The sommeliers are a vital follow a common strategy taking in consideration the eration of Italian chambers before presenting them to companies competitive be at the helm of the G-8 at a thousands of years. We also tions and security, thanks to zation of a second edition of steward Takamasa Sato last link of the marketing chain to resolve this problem. By economic but also social di- of commerce and industry. the business community. abroad. He cites as an ex- crucial moment. He will aim have to take into account in- a dependable certifi cation the “Italian Spring Festival.” November. In your opinion, because they can explain the presiding over this G-8 sum- mensions of the problem. The He underlines that the Ital- More than 20 companies ample the promotional cam- to coordinate the direction ternational rules and regula- system. Japanese consum- The fi rst edition was a huge is the quality of Italian wines rich variety of our wines and mit, Italy also embraces the current model is not sustain- ian reputation in the fi eld of Ezio Ardizzi from Abruzzo participate in paign organized in Stock- that the most powerful coun- tions that further complicate ers are very cautious and we success. recognized to its true value in the defi ning characteristics of responsibility of drawing a able. The summit will take gastronomy is so great that President, Chamber of Foodex: It is the largest Ital- holm four years ago: During tries will implement to re- the food trade. Despite these wish to offer them full guar- Q: What do you think of the Japan? each wine-producing region path toward a solution that is place in Cison di Valmarino, the mere mention of “Italia” Commerce of Pescara ian delegation, a remarkable one week, 20 of the best duce ever-rising food prices. invisible barriers, we are antees. Today our objective is relations between Japan and A: There are approximately to Japanese clients. We will convenient for all. The urgen- near Venice, and for the fi rst on a product’s label will au- the Chamber of Commerce accomplishment for one of restaurants in the Swedish Standing today as one of the having considerable success to help educate local produc- Italy in the agro-industrial 5,000 restaurants in Japan continue to target profession- cy to resolve the world food time, representatives of nu- tomatically increase sales in of Pescara and of the CEA, the smallest regions of our capital received free Tuscan rising stars of the Italian po- introducing olive oil, hams, ers as to the importance of sector? that include Italian vintage als who can have a sure im- price problem is upon us. It merous international bod- any supermarket world- who underlines that the Jap- country. Our enterprises olive oil, introducing it to litical scene, he is strongly in peeled tomatoes, wines and certifi cation in order to gain A: Our exports to Japan are wines on their wine lists. It pact on the market and raise is only by restoring the great ies will participate in it. The wide. “Our reputation is of- anese are careful, cautious have understood the impor- their clients. Promofi renze favor of seeking foreign mar- our cheeses. Italy is the sec- international market share still relatively low compared is a respectable fi gure, but we the awareness of our wines. importance of agriculture and FAO, the world food program ten damaged by tactless buyers who place a great tance of these international played a key role in the Ital- kets for Italy’s food sector. ond-largest provider to Japan and export more. Certifi ca- to the potential of this mar- can defi nitively do better. In Q: The G-8 April summit will farmers in our society and the and the World Bank will all producers who give Italian- deal of importance on the fairs, and we have reserva- ian business delegation that With the occasion of Foodex of its wine and bubbly seg- tion is in fact the fi rst essen- ket, but they are increasing 2008, we handed Takamasa be dedicated to agriculture. world economy that we can attend. Together, we will try sounding brands to their integrity of their interlocu- tions for the upcoming ex- visited Japan last Decem- 2009, he analyzes the poten- ments. Japan stands today as tial step to an effi cient mar- every year. The net commer- Sato the title of Italian Wine What are the main challenges begin to address this problem to redefi ne a sustainable agri- products, whose quality tors and the quality of their hibitions in Germany, ber. “We assured the logis- tial and growing success of the most receptive of all Asian keting strategy. Our products cial balance is positive. The Ambassador in Japan to re- facing the sector today? on the long term. The chal- cultural policy for the world. usually is far inferior to the products. “That is doubt- France, Great Britain, the tics for the 64 participating

PAGE: 13 第３種郵便物認可 (3) Special Economic Reports THE JAPAN TIMES MONDAY, MARCH 2, 2009 9 Italy at Foodex Italy at Foodex

Milan Food Village: all the fl avors of the Earth In April 2008, the city of Mi- 140,000 sq. meters, along- upon the region’s dense

© Buonitalia S.p.A Italian agro-industry lan was chosen to host the side Sogemi’s existing build- road, rail and air transport 2015 Universal Exposition ings, which total 700,000 sq. network. Foodex 2009 under a project titled “Feed- meters. The new infrastruc- Predolin adds that Milan exports ing the planet, energy for ture will host a “technopole”, Food Village “will dedicate life.” Centered around the and a service center entirely more than 5,000 sq. me- Italy aims to introduce Asia question of how to feed hu- dedicated to the agro-food ters to exotic food products. A success for the chambers of commerce manity, the northern Italian sector. “It will include a cut- We’re confi dent that the new city’s bid was chosen by the ting-edge laboratory with the installation will draw a vast to the Mediterranean diet United States, Canada and jury for its broad scope and most advanced equipment in public, keen to discover for- Roberto Predolin Russia. The fi nancial crisis its vital importance at a time product traceability, a key eign gastronomy and new President, he largest profession- pleasant to come here. Also, uinely original, and healthy issaries from Japan to Italy might have an impact on the when the planet is struggling part of food products’ qual- fl avors. There is great inter- Sogemi al food and beverage Japanese consumers are very cuisine based on fresh fruits took place in the 12th centu- number of participants, but with a global food crisis. ity label,” explains Predolin. est in exotic food these days.” Kuromon wholesale mar- T fair in Asia, Foodex sophisticated and very curious and vegetables, cereals, ry,” says Vattani. “Both our © Unioncamere - Italy the CEA is ready to contrib- “More than 100 countries are “Also, there will be a train- Indeed, it is estimated that kets have been twinned Japan 2009, opens Tuesday, about European products. cheeses, meat, fi sh and olive countries had a comparable ute more in order to allow expected to attend the Expo ing center, and professionals sales in Italy will grow by since 1999. This partner- March 3, at Tokyo’s Makuhari They know, for instance, how oil. Indeed, many of its adher- experience in the aftermath of the maximum of enterprises and Milan expects some 20 will be able to choose from a 40 percent over the next fi ve ship brings together two of Messe exhibition center. Some to distinguish the various ents — and with particular World War II, and a similar to participate,” proclaims million tourists,” says Rob- wide array of logistics serv- years, without taking into ac- the planet’s most exquisite 2,500 exhibitors from 65 kinds of olive oil according to enthusiasm among dietitians arch of economic develop- Ardizzi. In order to reduce erto Predolin, president of ices.” count the impact of the 2015 and original cuisines, and countries will present their their color and texture. They’re — are in favor of adding the ment. Both are now part of the the costs, the CEA collabo- Sogemi, a state-owned com- The new installations are to Universal Exposition. fosters commercial and cul- products, and Foodex organ- not satisfi ed with simply Mediterranean diet to the G-8 group of the world’s rich- rates more and more regu- pany that handles Milan’s be built following strict en- “With half a million foreign- tural exchanges between izers are anticipating 100,000 knowing that Parmigiano UNESCO World Heritage est countries.” Furthermore, larly with its Sardinian wholesale food markets — vironmental regulations, in ers living in Milan and keen the two cities. Predolin con- visitors, wholesalers and con- cheese is produced in Parma. List. Italian farmers must sat- Italy and Japan are fascinated counterparts and the Cham- the activities of which around particular aimed at curbing to fi nd products from their cludes, “Ahead of the 10th sumers during the show. They also want to learn about isfy a stringent set of norms by each other’s culture. This ber of Commerce of 10 million people depend water and electricity con- country of origin, we already anniversary of the associa- Japan is one of the world’s all the products of the Emilia to be able to apply for the de- is why they signed a commit- Cagliari. “During Foodex, upon. Predolin adds: “The sumption. In the medium have an important market in tion between the Milan and Takamasa Sato, professional sommelier is conferred the title of Ambassador of Italian Wines in Japan 2008: Thierry Cohen, vice president JET; H.E. Luca Zaia, Italian minister of agriculture; Sato; and leading food importers and as Romagna region. You can also nomination of origin certifi - ment to create the Fondazione Walter Brunello, president of Buonitalia. we will organize joint tast- whole Lombardy region will term, all of Sogemi’s build- place,” adds Predolin. “Re- Osaka markets, we were such, one of the largest and fi nd quite a few encyclopedias cation. Italia (The Italy Foundation), tion. Other events slated later one of our major commercial gin,” explains Giuseppe tomers a guarantee of securi- ings of wines and olive oils reap the benefi ts and our Mi- ings will be renovated to in- tailers here have a fantas- honored to receive the visit most dynamic food markets about Italian wines written by in 1999. The institution, based this year are the 21st Italy Ja- objectives. Japan is a very im- Tripoli, general secretary of ty and quality.” from Sardinia and the lan Food Village project — clude upgraded, environmen- tic investment opportunity. of Japan’s general consul in on the planet. Consumers here Japanese sommeliers. The in Tokyo, was created to pan Business Group and a portant market for us, since the federation of Italian Cham- Italy is the leading European Abruzzo. We have already which fi ts perfectly with the tally friendly equipment. They will have easy access Milan, Azuma Hiroshi. The are particularly culinary and Foodex show is not the only showcase and promote Italian quintessentially Italian treat: we are their second most im- bers of Commerce (Union- producer of biological agri- worked together in Miami. Expo’s theme — will cer- This ambitious project is to goods as we are situated cooperation between our two eager to embrace innovative event where we promote Ital- culture in Japan. the Japanese tour of the Scala portant provider of wine.” camere). culture, ahead of Spain, Ger- Italy’s regions must under- tainly be a success too.” set to further boost Milan’s just a few meters from the countries is set to grow.” The products. Market analysts ian gastronomy. For instance, “Our main clients are Germa- of Milan. That’s why in collaboration “They already have a very many, Great Britain and stand that they are not only The Milan Food Village in- wholesale markets, whose wholesale markets.” Milan Food Village is sched- know that if they seduce the we organize an annual gour- ny, the U.S. and France. Most The Italian Ministry of Agri- with the Italian Association of positive perception of the la- France. More than 1.1 mil- competitors, but also part- stallations will occupy over activity depends directly The Milan and Osaka uled to open in 2014. Japanese market, they will met event to celebrate our Na- of our exports go to European culture, Food and Forestry Sommeliers Buonitalia real- bel ‘Italy’. But this also lion hectares of arable land is ners,” explains Ardizzi. eventually gain access to the tional Day, on June 2. The countries, but we are also Policies in order to join the ef- ized something that is unique means that Italy is a coveted dedicated to biological cul- After globalization, hand- Italian enterprises, nearly Promofi renze always brings Moscow. whole of Asia — the most venue last year was the growing in other regions, par- forts of all the subjects charged in Japan. “We gave laureates a label. A recent study has ture. ing over the business to the all of them from the agro- an Italian wine steward on Moreover, visitors to Food- densely populated continent Hokkaido baseball stadium.” ticularly in Russia, China, to promote Italian agro-food Japanese translation of the shown for instance that 45 President of the Consortium next generation constitutes industrial sector. Ten were its missions abroad. He un- ex will have the chance to on the planet. Some 1,300 Italian products Brazil and Mexico. The at- abroad, established in 2003 a Italian Association of Som- percent of all products sold in Il Biologico, a private organ- the second-biggest chal- from Tuscany. Each enter- derlines that Italian prod- discover the natural beauty Italy, home to a universally are distributed in Japan, each Umberto Vattani tractiveness of the ‘made in control room, Buonitalia Spa, melier superior course. We izm of control and certifi ca- lenge that the Chamber of prise had an average of 72 ucts, in general, and Tuscan of Sicily, thanks to a pro- recognized cuisine, plans this of them complying with rigor- President, Italian Institute Italy’ brand has not decreased whose partners besides the help them give information as tion of products of biological Commerce of Pescara is meetings with Japanese ones in particular, carry a motional fi lm especially year to send some 300 food ous hygiene controls. “We are for Foreign Trade (ICE) over time — quite the oppo- ministry are the Italian Insti- complete as possible about agriculture, Lino Nori says helping the small and medi- companies. Retail repre- very strong brand image: prepared for the occasion. and beverages companies to extremely careful with regard “We have a record 174 de- site in fact. It has extended to tute for Foreign Trade, the characteristics and quali- that the sector represents “far View of the magnifi cent palace Sallustio in Rome, headquarters of Unioncamere. um-size companies to re- sentatives were also there. They are immediately asso- “It is a fair that is attended Japan to represent it. Umberto to sanitary protection and nomination of origin labels new generations and new so- Unioncamere and Ismea, and ties of our wines to the clients more than an economical n spite of the global quality of our genuine prod- lessly why we do good busi- solve. “We have more than We had arranged to put up ciated with a certain art of by many restaurant owners Vattani, president of the Ital- proof of this is that the Euro- and geographical indications cial classes,” says Vattani. that awarded in November the of their restaurants.” fi eld; it is also a cultural economic crisis, there ucts. A number of consum- ness with them. We only 40,000 members, with a stands in some stores to living. “They are not con- and managers, an important ian Institute for Foreign Trade pean Union has chosen Parma registered in Brussels,” says But then, Italians have clever- title of Ambassador of Italian Buonitalia is also involved in movement.” “We have de- I is increasingly positive ers are fooled by this prac- take to Tokyo the products majority of family busi- reach the general public. sidered as simple foodstuffs. outlet for our products. We (ICE), says that Italians “ap- as the headquarters of the Eu- Minister of agriculture, food ly transformed the natural Wines to chef sommelier Vinitaly Tour Japan, a promo- fended and promoted a new news for the Italian agro- tice. The Foodex Fair will that have the highest levels nesses where the succession Olive oil and vintage wines We must energize our ex- will praise the excellence Augusto Strianese preciate the Foodex exhibition ropean Food Safety Authority and forestry policies, Luca charm of their country into a Takamasa Sato. “The award tion campaign that will tour method of cultivation, re- industrial sector. It exported give us an opportunity to of excellence in quality and is often diffi cult to deter- of our olive oil and vintage President, Chamber of for its commercial impact, but (EFSA),” says Vattani. Zaia. “There are some 45,000 potent and well-marketed ceremony took place in the Japan’s largest cities. “Each spectful of the environment 3.5 billion euros worth of better inform Japanese pro- that we can defend with to- mine. In partnership with « Exports of the agro-industry sector of wines, not forgetting the Commerce of Salerno also because it is particularly Italy is particularlly proud of farms in Italy covering a total “brand Italy” that is particu- Oenological School of Cone- of our initiatives is conceived and human health,” he adds. wine last year, a record fi g- fessionals and consumers,” tal sincerity,” explains Ard- the Gabriele d’Annunzio Salerno rise regularly, particularly for all the capers of Pantelleria, which Pace, who wants to succeed well organized. It’s always its Mediterranean diet, a gen- of around 1.1 million hectares, larly irresistible to the Japa- gliano, in the Veneto region. as part of a global campaign Giuseppe Tripoli The consortium is a well-es- ure thanks to an increase in adds Tripoli, who is moreo- izzi. University, we have under- high-quality products, like mozzarella cheese, are undoubtedly the best in in creating a veritable re- General Secretary, which makes us the fi fth most nese public. Every Italian Promoting the quality of Ital- to promote Italian food and tablished enterprise, whose production of 5 percent to ver preparing a commercial The Abruzzo food products taken a vast study of this vegetables, fruits, wines and liquors. We help the world. And we will take gional brand image that Economic data important country in the world event here has been a hit: the ian wines abroad is one of the wines all over the world. The Unioncamere — Italy rigorous methods and pro- reach approximately 45 mission to Japan: A large that are the most appreciat- subject,” announces Ardiz- advantage of the opportu- will have the strongest im- the companies to explore new markets, like Minister of Agriculture, in terms of biological agricul- Italian Fair in 2001, the Inter- key objectives of the minister wine sector is fundamental for the U.S. have something Ital- ceedings have been offi cially million hectoliters. Total delegation of Italian busi- ed, besides the pasta, are zi, who is also organizing nity to show to all the many pact on a global scale. Re- Food and Forestry Policies: Luca Zaia ture, after Australia, China, national Exhibition in Aichi, of agriculture, food and for- us and our top-priority is to ian about them, including recognized by Italian, Amer- agro-industrial exports dur- ness people will visit Japan wines, truffl es, safran and events in Pescara to attract Japan, Russia, India and China. » natural attractions our is- markable fact: One can nd Argentina and the United the Italian Spring... And there estry policies, Luca Zaia,” expand abroad, in particular those that have no relation ican and Japanese authori- ing the fi rst six months of next November. virgin olive oil. The CEA more and more internation- Augusto Strianese land has to offer,” explains count in the province of Italian agricultural sector ranked 2 in Europe, President of the Chamber of Commerce of Salerno with more than 1.7 million companies and 15 million hectares of States.” is more to come. “We are says Buonitalia’s President in Japan,” says Brunello. One whatsoever with our country. ties. Apart from its core activ- 2008 progressed by 13.9 Among the Italian regions mainly targets a highly se- al enterprises, for example Giuseppe Pace, president Trapani alone, 57 percent arable land (49% of the entire country). A country devoted to the sense planning an Italian Fall to Walter Brunello. “We have The only way to fi ght fraud ity of control and certifi cation, percent, reaching 9.41 bil- to be represented at Foodex lect market, where quality of the Chamber of Com- of all the products desig- Italy is the European leader for bio-agriculture, ranking 5th in the of the priority-targets of the “B2B Abruzzo,” which will are the products that attract ports by emphasizing the world, with more than 45,000 companies working on 1.1 million ha. of taste since time immemori- showcase some parts of our awarded a top professional campaign is the clientele of with effi ciency is through a it also helps farmers to pro- lion euros. During the same 2009 will be Abruzzo. The is more important than be held at the end of Sep- the most interest, in China values that the Tuscan gas- merce of Trapani, who or- nated with the “controlled Agro-industry: al, Italy has built a strong food country that are still not who is very active in promot- Japan’s trendy restaurants and global, coordinated plan of mote their products abroad, period, foreign sales of pas- chambers of commerce of price, for the enterprises of tember. Another important and Japan alike. We are go- tronomy represents. Inno- dered the production of the origin” label and protected Total turnover of €240 billion, 15.7% of national GDP. industry that contributes known here,” says Vattani. ing our best wines in Japan, bars. action, whereby the interna- supporting them in all the ta, one of the most attractive its four provinces — Pes- the region tend to be very event: The capital of Abruz- ing to pursue our efforts to vation and globalization are fi lm. He is pleading for im- geographic areas of the is- 32,000 companies in agro-industry; 174 certifi ed products “DOP”, around 15 percent to the coun- “The Italian Renaissance and Buonitalia is also developing, tional community would major international food products of Italian gastron- cara, Chieti, l’Aquila and small and cannot fi ll large zo will host the Mediterra- make headway in the Japa- our top priorities. We man- proved coordination be- land. The chamber of com- “DOC” and “IGP.” EU leader with 21% of European certifi ed products. try’s gross domestic product, our contemporary culture are together with the Italian asso- agree on common mecha- fairs. Five certifi ed Italian omy, jumped 48 percent, Teramo — are participating orders. The CEA offers im- nean Games next summer, a nese market,” proceeds Gal- age certain community tween the Sicilian region merce of Trapani counts Main products exported to Japan: pasta, tomatoes, extra-virgin olive with a yearly turnover of 250 well known, but there are oth- ciation of Geographical Indi- nisms.” bio-producers have traveled breaking the 1 billion euro in the fair through the For- portant logistical support to sports event that will place gani, who points out that funds that we distribute to and the other island prov- approximately 50,000 oil, wines, mineral water, fi sh (tuna), citrus fruit (oranges, lemons…). billion euros. There are more er areas that few people are cations, a campaign to educate Unioncamere is planning for this year to Japan with the mark. The Asian markets eign Trade Centre of Abruz- business people for interna- the city in the limelight. enterprises to help them inces. “We need to speak members, including 8,000 Trade Balance: than 70,000 companies in the aware of, such as our scientifi c the Japanese public about the November a commercial tour Consortium Il Biologico, to are particularly strong im- zo (CEA), an organization tional fairs and helps them Tuscan products are equally grow, and we collaborate with a sole voice and to co- from the agro-industrial Exports : €24 billion sector; 93.8 percent of which sector, and in particular nano- in Japan, a key market for participate in Foodex Tokyo. porters, with, for example, that they jointly created in to recover their payments ordinate our investments in sector. Imports : €32 billion European system of Labels of popular with Japanese con- with a number of fi nancial have fewer than 10 employ- and biotechnologies.” Origin. Called Food Roots, Italian companies wishing to Proof of Italy’s know-how an increase of 57.35 percent 1978 to promote the glo- from foreign companies. sumers, especially olive oil groups to facilitate their de- commercial promotions. The love of work well done For more informations: ees. In September 2009, Tokyo’s the campaign aims at fi ghting expand abroad. “Quality and and commitment in sustain- in pasta exports to India. balization of their regional “The Chamber of Com- whose sales in Japan pro- velopment projects,” adds Our products are the best in and the talent for design are www.politicheagricole.it ; www.buonitaliaspa.it ; www.inea.it ; www.agricolturaitalianaonline.gov.it ; www.ice.it ; Italy and Japan have an his- Science Museum will host a fraud by teaching consumers innovation are the main as- able agriculture, the city of Behind these very encour- enterprises. “We have at- merce of Pescara and the gressed by 60 percent in Galgani. Promofi renze is the world: as soon as con- two things that the Italians www.unioncamere.it ; www.promofi renze.com ; torically entwined shared his- large-scale exhibition of Ita- how to recognize genuine and sets of our food and beverage Milan was chosen last spring aging fi gures is the effort of tended this exhibition for CEA are the two important 2008. “We are talking about equally implied in a fi nance sumers taste them, they and Japanese have in com- www.fi renzebusiness.it ; www.sa.camcom.it ; tory, which began when Mar- ly’s most innovative applied fake labels. industry,” stresses Tripoli. to host of the 2015 Universal Italian producers to export the past 20 years. Our ex- motors of the internationali- quantities which are still program conceived specifi - adopt them. The problem is mon. The Italian producers’ www.pe.camcom.it ; www.centroesteroabruzzo.it ; co Polo fi rst ventured to the research initiatives, with par- Walter Brunello “It’s very important for us that “By promoting the Labels of Exposition, with a project ti- their products all over the portation to Japan increased zation of the Abruzzo, and quite modest. After a very cally for companies inter- that our enterprises often main concern is to offer www.tp.camcom.it ; www.regione.lombardia.it ; Orient in the 13th century. ticular emphasis placed on the President, consumers understand clearly Origin and modernizing our tled “Feeding the planet, en- world, supported in their 5 percent in 2007 to reach they assume the major costs bad harvest in 2007, the ested in South American lack the fi nancial means to products that are as beauti- www.parmigiano-reggiano.it ; Buonitalia Spa www.economiacampania.org ; www.inran.it “The fi rst offi cial visit of em- needs of the elderly popula- the concept of Labels of Ori- agriculture, we offer our cus- ergy for life.” conquest of foreign markets 17 million euros and this involved in the region’s par- Japanese began to place or- markets, and it shares with participate in international ful as they are good and by a strong network of 179 growth rate was maintained ticipation in international ders as soon as our oil could a number of Italian regions fairs abroad. This is why healthy, which may explain Luca Zaia : the new czar of the fi ght against the world food crisis chambers of commerce. last year, notably thanks to fairs. The less wealthy prov- be produced once more. We Vasco Galgani an international network of we must have full collabo- the great success they are “There are 105 of them in the performance of our pro- inces, such as Teramo and believe that we have a po- President, 10 business representations ration among all actors in having in the Japanese mar- Italian Minister of Agricul- Italian products on the Japa- markets to our products. must continue to distinguish Japanese market is still to be ward his magnifi cent work in A: I am convinced, as are Italy, with 74 in 48 different ducers of pasta products Chieti, have very few large tentially strong Japanese Promofi renze from Tokyo to Sao Paulo to the Sicilian economy,” adds kets. ture, food and forestry poli- nese market. Q: How does your Ministry themselves through their ex- conquered and recent initia- favor of our wines in the res- numerous international ob- countries worldwide. They whose sales jumped by 20 enterprises and it is only market, but we will have to cies Luca Zaia will soon pre- Question: How important is provide assistance to Italian cellence. The message we tives of Buonitalia and of Ital- taurant where he practices his servers, that we are at the play a major role in promot- percent. It is our sixth-rank- fair that the CEA and the consider making special side G-8. Italy is taking over the Foodex fair within Italy’s producers who wish to attend wish to pass to Asian profes- ian chambers of commerce art. We also handed him the beginning of a structural phe- ing agricultural products. ing export market,” rejoices Chamber of Pescara help promotional offers in order from Japan, coinciding with commercial strategy? Foodex? sionals who will be attending contribute to increase market Japanese translation of the nomenon of rising foodstuff Our country produces about Ezio Ardizzi, president of them with fi nding markets to educate consumers who the upcoming April summit Answer: Foodex is a unique A: Our work starts in Italy Foodex is that Italy is a fi rst penetration of Italian food second degree classes taught prices. The next world up- 5,000 typical products, 174 abroad. Before Tokyo, we still regard this product as that will concentrate on fi ght- opportunity to present the of course. The public agency class food producer. The Ital- products. We hope the World at the Association of Ital- turn in the economy and the of which have obtained the went to Moscow and Lon- ‘exotic,’ ” says Vasco Gal- ing the world food crisis. At quality of our food products Buonitalia is instrumental in ian Ministry of Agriculture, Trade Organization negotia- ian Wine Sommeliers. These ever-increasing demand from classifi cation of ‘origin.’ don,” adds Ardizzi, who un- gani, president of Pro- 41 years old, and still grin- to Asia and Japan. The host helping our companies look Food and Forestry Policies tions will lead to lower im- texts will be widely distrib- emerging countries are going Luca Zaia This is a very strong state- derlines the close coopera- mofi renze, an organization ning from his successes with country has culinary tradi- at international markets and participates regularly in the port taxes on European food uted in Japan, in the sector, to exacerbate this tendency Minister of Agriculture, ment for our culture and our tion between the CEA and created by the Florence the recent reform of the EU tions that are as ancient as learn how to compete. Italian round tables organized by the imports to Japan, as that will thereby signifi cantly con- during the coming years. Food and Forestry Policies country,” explains Giuseppe the regional ministers of ag- Chamber of Commerce in Common Agricultural Policy, ours and it is therefore not products are characterized by Ministry of Foreign Affairs of obviously be helpful. tributing to creating aware- The international commu- lenges facing the agricultural Tripoli, secretary general of riculture. Together they plan 1990 with the goal of mak- which adopted most of his an easy task to change con- the highest quality, the result our two nations. We are cur- Q: You granted an important ness for our vintage wines. nity must come up with and sector must be confronted the Unioncamere, the fed- the international missions ing small and medium-sized country’s wishes, Zaia will sumption habits that go back of many multisecular tradi- rently working on the organi- distinction to Japanese wine The sommeliers are a vital follow a common strategy taking in consideration the eration of Italian chambers before presenting them to companies competitive be at the helm of the G-8 at a thousands of years. We also tions and security, thanks to zation of a second edition of steward Takamasa Sato last link of the marketing chain to resolve this problem. By economic but also social di- of commerce and industry. the business community. abroad. He cites as an ex- crucial moment. He will aim have to take into account in- a dependable certifi cation the “Italian Spring Festival.” November. In your opinion, because they can explain the presiding over this G-8 sum- mensions of the problem. The He underlines that the Ital- More than 20 companies ample the promotional cam- to coordinate the direction ternational rules and regula- system. Japanese consum- The fi rst edition was a huge is the quality of Italian wines rich variety of our wines and mit, Italy also embraces the current model is not sustain- ian reputation in the fi eld of Ezio Ardizzi from Abruzzo participate in paign organized in Stock- that the most powerful coun- tions that further complicate ers are very cautious and we success. recognized to its true value in the defi ning characteristics of responsibility of drawing a able. The summit will take gastronomy is so great that President, Chamber of Foodex: It is the largest Ital- holm four years ago: During tries will implement to re- the food trade. Despite these wish to offer them full guar- Q: What do you think of the Japan? each wine-producing region path toward a solution that is place in Cison di Valmarino, the mere mention of “Italia” Commerce of Pescara ian delegation, a remarkable one week, 20 of the best duce ever-rising food prices. invisible barriers, we are antees. Today our objective is relations between Japan and A: There are approximately to Japanese clients. We will convenient for all. The urgen- near Venice, and for the fi rst on a product’s label will au- the Chamber of Commerce accomplishment for one of restaurants in the Swedish Standing today as one of the having considerable success to help educate local produc- Italy in the agro-industrial 5,000 restaurants in Japan continue to target profession- cy to resolve the world food time, representatives of nu- tomatically increase sales in of Pescara and of the CEA, the smallest regions of our capital received free Tuscan rising stars of the Italian po- introducing olive oil, hams, ers as to the importance of sector? that include Italian vintage als who can have a sure im- price problem is upon us. It merous international bod- any supermarket world- who underlines that the Jap- country. Our enterprises olive oil, introducing it to litical scene, he is strongly in peeled tomatoes, wines and certifi cation in order to gain A: Our exports to Japan are wines on their wine lists. It pact on the market and raise is only by restoring the great ies will participate in it. The wide. “Our reputation is of- anese are careful, cautious have understood the impor- their clients. Promofi renze favor of seeking foreign mar- our cheeses. Italy is the sec- international market share still relatively low compared is a respectable fi gure, but we the awareness of our wines. importance of agriculture and FAO, the world food program ten damaged by tactless buyers who place a great tance of these international played a key role in the Ital- kets for Italy’s food sector. ond-largest provider to Japan and export more. Certifi ca- to the potential of this mar- can defi nitively do better. In Q: The G-8 April summit will farmers in our society and the and the World Bank will all producers who give Italian- deal of importance on the fairs, and we have reserva- ian business delegation that With the occasion of Foodex of its wine and bubbly seg- tion is in fact the fi rst essen- ket, but they are increasing 2008, we handed Takamasa be dedicated to agriculture. world economy that we can attend. Together, we will try sounding brands to their integrity of their interlocu- tions for the upcoming ex- visited Japan last Decem- 2009, he analyzes the poten- ments. Japan stands today as tial step to an effi cient mar- every year. The net commer- Sato the title of Italian Wine What are the main challenges begin to address this problem to redefi ne a sustainable agri- products, whose quality tors and the quality of their hibitions in Germany, ber. “We assured the logis- tial and growing success of the most receptive of all Asian keting strategy. Our products cial balance is positive. The Ambassador in Japan to re- facing the sector today? on the long term. The chal- cultural policy for the world. usually is far inferior to the products. “That is doubt- France, Great Britain, the tics for the 64 participating

PAGE: 13 10 THE JAPAN TIMES MONDAY, MARCH 2, 2009 Special Economic Reports (3) 第３種郵便物認可 Italy at Foodex Italy at Foodex

promotion campaigns.” denomination is very well An appetizing menu for the World Fair 2015 Another fi ne Italian spar- known and we have to fi ght Italian wines kling wine is the Prosecco relentlessly against fraud,” Mediterranean diet Milan was chosen to host the quality of the products Exposition will be an excep- Campania di Conegliano-Valdobbia- explains Patrizio Cencioni, the 2015 Universal Exposi- delivered to consumers, and tional showcase of our culi- Quality and character dene, produced under a president of the Brunello di The benefi ts of the sun tion, with a project centered which prevent the fraudu- nary culture.” Flavors of the south DOC that covers a large part Montalcino Consortium. around the question of how lent use of names and The public company in of the Veneto region. Sales “We do a lot of control on to feed humanity. President brands. With a turnover of charge of organizing the taly exported approxi- last year totaled around 60 site, estate by estate, to of the Lombardy region, 11 billion euros, Lombardy’s event includes representa- mately 25 billion euros million bottles. “Sparkling measure their production Roberto Formigoni, says: agro-food sector represents tives from the Lombardy I worth of food products wine is our raison d’être, and to ensure that the norms “The expo will be a forum 15 percent of Italy’s total region, the city and the in 2008. Campania plays an Audisio © Silvano

© Gruppo Italiano Vini even though we also pro- are followed meticulously. of discussion and is expect- production. Numerous prod- province of Milan, the important role in this area duce small quantities of For instance, there is a limit ed to attract a large public ucts from the region have Chamber of Commerce of due to its numerous special- of 80 quintals of grape per attendance. Our region is di- Denomination of Controlled Milan and the Ministry of ties that are greatly appreci- hectare. Red Brunello must rectly involved in themes Origin and Protected Geo- Economy. ated abroad, the leaders being

have aged at least one year © Consortium Parmigiano Reggiano Cheese such as food security, tech- graphic Indicators (DOC Formigoni hopes the expo buffalo mozzarella, olive oil and white Brunello four.” nological innovation and and IGP, according to their will boost the economy, and durum grain pasta. “The Sixty-two percent of the sustainable agriculture. We Italian acronyms). “The noting that there will be a growth rate of our agro-ali- Brunello di Montalcino’s are also working on the en- DOP and IGP system has a direct investment of 4.1 mentary exports has greatly production is exported, 20 tertainment side of the expo positive impact on the com- billion euros for the con- Roberto Formigoni exceeded the national aver- percent of which goes to the in order to fi nd attractions petitiveness of our enter- struction of the various in- President age for three years. It is great- Lombardy U.S., and its yearly turnover that will draw visitors. And, prises and adds value to our stallations. “We have other er than 12 percent. Cheeses, reaches 140 million euros. naturally, gastronomy will culinary heritage,” explains projects with a combined benefi t the whole region. market garden products and “Italy’s wine consortiums be on the menu.” Formigoni. “Additionally, budget of 11 billion euros, The projects will be fi - wines from this region have Giancarlo Vettorello have been in charge of qual- Italy has a strict set of sani- these controls protect our including the building of nanced on a public-private had enthusiasts in Northern Director, Consortium ity control since 1979, and tary controls that guarantee landscapes. The Universal new infrastructure that will partnership basis.” Europe and the United States Prosecco Wine — Conegliano their power of control and for quite some time, and are Melini’s estate, owned by the company Gruppo Italiano Vini S.p.A. white wine,” comments decision was reinforced in now penetrating the Asian Giancarlo Vettorello, head 2004 by the Ministry of Ag- The Parmigiano Reggiano cheese (Parmesan Cheese) is an extraordinary and highly versatile dairy product. It can be easily combined with other food ferent brand names: Auric- came the nutritional staple in Domini Castellare di Castelli- tries. Along with promoting and Russian markets. We n 2008, Italy became Last year, Vinitaly made urally, Vinitaly attends Foo- of the Prosecco di Cone- riculture,” continues Cen- products, creating incredibly smooth and tasty combinations. chio, Ceccardi and Gloria. post-war Italy. Made from na vineyards and the process and protecting our Protected sell authentic, high-quality the world’s largest wine stopovers in India (Mum- dex. Our aim is to promote gliano-Valdobbiadene Con- cioni. “Our mission is to he benefi ts of the tra- tected Designation of Origin, every year, and we have in- “We also export pecorino to wheat, the carbohydrates in is supervised by the renowned Designation of Origin, we foods,” exults Andrea Coz- I producer ahead of bai, New Delhi), the U.S. the quality of Italian food sortium. The organization guarantee the quality of our ditional Mediterrane- and manufacturing has been creased the number of inspec- the United States under the pasta provide the body with oenologist Alessandro Cellai. support our members in a zolino, regional minister of France, with 45 million products, and we also have represents 83 percent of the wine.” T an diet have long been supervised by a consortium tion trips abroad in order to brand name Locatelli, which the energy it needs. Pasta has Fine hams, sausages and other number of ways, such as trade affairs, who emphasizes hectoliters, representing a 5 shows dedicated to olive oil region’s producers. Alongside Italy’s thousands proven. An abundance of fresh since 1934. “There are 429 verify that our label is not be- has practically become a syn- long since become an elegant, pork products also have a wholesale purchase of elec- the reliability of the sanitary percent increase in produc- and delicatessen products.” “The international wine fes- of small producers, there fruits and vegetables — an ex- members and they produce ing used fraudulently. Chemi- onym for the cheese itself. gourmet dish thanks to the ef- place of honor in gourmet Ital- tricity on the open market and controls performed through- Campania can offer all the main products on which the Italian Mediterranean diet is based. tion. Although Italy has Japanese afi cionados of tival Vino in Villa, created are also a few large compa- cellent source of anti-oxidants around 111,000 tons of cheese cal analysis and the detection This cheese is made from Sar- forts of certain passionately ian cuisine. The cured ham wastewater treatment servic- out all stages of production mainly to France and Ger- only black spot in the pic- strived for many years to sparkling wines will un- 11 years ago, is our most nies that play a key role in — legumes, grains, little red per year. Parmigiano cheese is of specifi c isotopes are two dinian sheep’s milk and 80 enthusiastic manufacturers. prosciutto is a delicacy and es,” explains Mario Emilio of the various brands. The au- many. Since 1986, the region ture is the lack of interest make a name for itself in doubtedly be aware of the important promotional the success of Italian wines meat, lots of fi sh, fats in the especially recommended for ways that the product can be percent of it is consumed in Antonio Amato, CEO of the big business: Manufacturers’ Cichetti, the consortium’s di- thorities also watch over the has a specifi c program for the for this traditional activity the international wine sec- Franciacorta spumante, the event,” he adds. “It’s not abroad. One of them is form of olive oil — rich mo- older people, the sick and ba- traced,” adds Baldrighi, and he the U.S.” family-run business Pastifi cio combined revenue is over 2 rector. Cichetti is pleading for protected origin denomina- control of dioxin contamina- in the younger generations. tor with a controlled de- Italian equivalent of French only a trade show but also a Gruppo Italiano Vini, which nounsaturated fatty acids — bies, and we export one-fi fth notes that one-tenth of the gra- His company recently created Amato, for example, makes billion euros, 20 percent of the cause of strengthening Eu- tions to guarantee consumers tion. The alarm recently cre- Fortunately, the region has nomination of origin, its champagne. Franciacorta is discussion forum about the owns 14 estates situated in unripened cheeses and yogurt, of what is produced,” says na padano produced is export- the “Auricchio Exclusive Re- traditional pasta cooked at low which comes from exports. ropean Union operations in that they are buying a good ated in Europe is not based in received 1.8 billion euros producers have made re- a region situated near future of viniculture. This various parts of the country. all accompanied by a gener- Giuseppe Alai, president of serve” quality stamp, which There are several consortiums foreign markets, where brand product. A new policing op- reality,” continues Serra who from the Rural Development markable progress in recent Brescia, in Lombardy, and year we have invited French The group has invested 80 ous glass of red wine…. This the Parmigiano Reggiano appears on all top-of-the- that protect the name and pro- names are often fraudulently eration in the port of Salerno, points out that the DOP pro- Plan to try to put a halt to this times. With a total of Luigi Castelletti dotted with rolling hills. The producers from the Loire re- million euros over the last healthy menu, which protects Consortium. Alai emphasizes range cheeses except provo- mote the best-known varieties used. “Last April we sent ham south of Naples, illustrates tects the mozzarella within tendency. 800,000 hectares dedicated President, sparkling wines produced gion, where, as here, vini- decade to improve the qual- against cardiovascular disease that no additives are allowed lone. “Our company is dedi- of prosciutto, which benefi t to China for the fi rst time. Our the government’s zero-toler- the European Union but not Following the example of the to viniculture, Italy now Veronafi ere here are protected under a culture is a very ancient tra- ity of its production. “We and increases longevity, is and that authentic Parmigiano cated to craftsmanship, as we from Protected Designations success is the fruit of a long ance policy in this area last in the United States, for ex- majority of Italian regions, markets wines that are con- (New York, Chicago, Mi- Controlled Denomination dition.” are planning another 80 mil- wonderfully appetizing as cheese is aged for a minimum still make all of our cheese by of Origin that distinguish and tradition: San Daniele is lo- month. Some 142 tons of to- ample. Campania is also seeking to Antonio Bassolino sidered to be as fi ne as many ami), Russia (Moscow), of Origin (Denominazione Indeed, Conegliano is home lion euro investment over well. Supporters of the Medi- of 12 months, to a maximum hand, particularly provolone. defi ne products from specifi c cated on the old Roman road matoes that were fraudulently “Campania is beginning to increase its sales in the Japa- President French and Californian China (Shanghai) and Japan di Origine Controllata, or to Italy’s oldest and most the next four years to ex- terranean diet are working to of 30 months, sometimes even That increases our personnel regions. where salt from the Adriatic labeled as San Marzano were benefi t from its policy of nese market. The regional Campania products. The Franciacorta, (Tokyo). DOC). “We represent some prestigious wine school, pand our international dis- have it included on UNESCO’s more. “The sector must adapt costs, but that’s the price of The Parma Ham Consortium Sea, an essential ingredient, seized. San Marzano toma- promoting its products. The president, Antonio Bassolino, in their country,” assures the Prosecco di Conegliano- “Our main targets are coun- 90 enterprises, all of which founded in 1876. One of the tribution network,” says World Heritage List. “This to new eating habits by mar- quality,” continues Auricchio, was created in 1963 in Emilia was transported inland,” adds toes are used by many chefs most advanced area is still met the Japanese ambassador Bassolino on this occasion, Valdobbiadene and the tries where there is little or have to follow a very strict most well-known graduates Gruppo Italiano Vini’s CEO, form of cultural heritage is not keting small, pre-packaged who inherited his ancestor’s Romagna. “We represent 167 Cichetti. throughout the world to pre- found in olive oil, with its to Italy, Hiroyasu Ando, on who also adds that discus- Brunello di Montalcino, to no culture of wine,” explains set of rules in order to be au- of the Oenological School is Emilio Pedron. “Foreign made up of the foods them- portions of Parmigiano so that Nicola Baldrighi love of cheese. The company Antonio Amato manufacturers whose com- Northern Italy also offers the pare their sauces. The fi rst controlled names and labe- Jan. 23. “Exchanges between sions are under way with the name a few, are some of the Luigi Castelletti, president thorized to use the name Minister of Agriculture, Food markets represent 75 per- selves, but rather it constitutes people come to think of it as a President, Consortium employs around 400 people Chief Executive Offi cer, bined revenue reached 820 ideal conditions for drying seeds of this variety arrived in ling that refl ect the quality of Campania and Japan have Italian Ministry of Foreign most sought-after. of Veronafi ere, the Verona Franciacorta,” explains Ezio and Forestry Policies Luca cent of our turnover.” Al- a specifi c relationship to eat- convenient snack,” continues Grana Padano and needs 500 tons of milk Antonio Amato & C. million euros in 2007. We beef. Valtellina, a valley in Campania from Peru in 1770 our product. We have always been intensifying for several Affairs to include a large Italy is the main wine pro- Exhibition Authority that Maiolini, president of the Zaia, a native of the Treviso ready distributed in 60 ing, a certain way of relating Alai, adding that the Parmi- ed. per day to keep its factories temperatures in bronze pots. have a 40.4 percent market Lombardy, is famous for its and they germinated in the been one of Italy’s princi- years in the tourist and cul- delegation from Campania vider to the United States, manages Vinitaly. “We Franciacorta Consortium. province. “Zaia has done a countries, Gruppo Italiano to a particular place and the giano is one of the few author- For years, gorgonzola has been running: Dairy farmers must “We began internationalizing share in Italy and our foreign bresaola, a delicacy that is of- volcanic earth that surrounds pal producing regions, but tural areas. Japan appreci- in the various planned activi- with greater exports than know we have no more than The denomination covers an lot to boost agricultural edu- Vini is now looking to open products that humans derive ized food that American and the most dependent Italian conform to precise standards in the 1970s and today we ex- sales are growing rapidly eve- ten seasoned with nothing Vesuvius. we recently began to build a ates cities of art, gastronomy, ties. The Japanese ambassa- Australia and France, and around 100,000 clients in area of 2,000 hectares, cation,” says Vettorello. “Italy fresh markets in Asia, India from it, a tradition based on Russians astronauts are al- cheese on foreign markets. that guarantee the quality of port 70 percent of what we ry year,” reports Stefano Tede- more than a little olive oil. Mozzarella also has a con- brand image that refl ects our fashion and jewelry. We offer dor expressed the desire to the second-largest exporter Shanghai, for instance, but which represents a capacity has an exceptional heritage frugality, conviviality and an lowed to bring with them in to There are many people all over their milk. “As keepers of tra- produce,” explains Amato. He schi, the president of the con- Sixteen manufacturers from trolled origin name, granted fundamental role in this area them all of that with a unique see the regional president go to Japan. Indeed, many pro- they are refi ned gourmets of 10 million bottles a year. that needs to be better ex- authentic lifestyle. This goes the space. In fact the bone de- the world who love this dition, we constantly invest in positioned his company in the sortium. Tedeschi coordinates the province of Sondrio have in 1996, which covers the on the national level,” states quality guarantee. We intend to Japan next autumn to sup- ducers will be attending and ready to pay top prices “The production of spar- ploited. Our most refi ned above and beyond a strictly calcifi cation is a big problem creamy, blue-veined cheese, innovation to improve produc- high-end market thanks, in promotional operations in come together under the provinces of Salerno and Ca- Cozzolino. The regional to participate in the event, port the promotion of Cam- the upcoming Tokyo Foodex for a product they love. This kling wines necessitates a products are bestsellers. We nutritional concept of food,” in a gravity-free environment, which can be mild or slightly tion methods, all the while ra- particular, to his Le Due some 60 countries. “We have Bresaola della Valtellina Pro- serta in their entirety, as well minister of trade affairs has ‘Italy in Japan 2009,’ to bet- pania through a high-level fair. is why we have opted, in- careful process that involves export about a third of our explains Carlo Cannella, pres- but this cheese in one of the sharp. “We export more than tionalizing our costs. For ex- Regine brand, which was obtained recognition and pro- tected Designation of Origin. as some towns in the Naples also announced the impor- ter make ourselves known institutional presence. The Vinitaly Wine and Spir- stead of having a mega- two phases of fermentation, production to a total of around ident of the National Institute best sources of calcium 30 percent of what we pro- ample, we equipped our launched in collaboration with tection for our product in Ja- “We produced 17,000 tons in and Benevento provinces in tance of organic production, its Fair of Verona, in the event abroad, to organize a which can last from 18 to 30 40 countries. Germany, Swit- of Food and Nutrition Re- known. A lot of consumers duce. Our 41 members are all Cremona factory with new ag- the Capri Tourist Bureau. The pan and we are now entering 2007 and we exported over the Campania region. “In or- which has been on the rise Economic data northern Veneto region, is series of mini-shows in spe- months in the case of vin- zerland, the U.K., the U.S., search (INRAN), a govern- still ignore the nutritious vir- based in Lombardy and Pied- ing chambers so we can better name of the brand is an hom- the Chinese market. The con- 2,000 tons. Pre-packaged slic- der for a producer to be ap- for the past few years. The one of the country’s most cifi c countries and cities, tage wines. It takes at least Canada and Japan are our top ment agency that is part of tues of this product. mont, and their combined an- control the temperature and age to the “two queens” of jet- sortium’s offi cial label guar- es already account for 25 per- proved, they must submit to Regional Minister of Trade, Economy and Agriculture: Andrea Cozzolino important trade shows. In- targeting an upmarket clien- 25 months from the time the markets internationally.” the Ministry of Agriculture, The organizations that super- nual revenue adds up to 400 produce better cheese,” adds set tourism that are the Italian antees consumers that the ham an examination by a certifi - cent of our sales and the fact The Agricultural sector has a GDP of €77 billion, augurated in 1967, last year tele of connoisseurs: mainly grapes are harvested until The famed wine region of Food and Forestry Policies. vise the Protected Designa- million euros,” notes Renato Auricchio, who is also the island of Capri and the exclu- has been aged for at least 12 that that percentage is con- cation organization recog- with more than 170.000 companies in Agriculture it drew more than 4,300 ex- restaurant owners, import- the product is ready,” says Montalcino, in Tuscany, is Emilio Pedron Cannella regularly works in tions of Origin subject manu- Invernizzi, president of the vice president of Assolatte, sive Swiss ski resort of St. months,” continues Tedeschi. stantly increasing refl ects the nized by the Ministry of Ag- and more than 1.200 in bio agriculture. hibitors from 30 countries, ers and distributors.” Maiolini. “Our main mar- home to four DOC labels: Chief Executive Offi cer, collaboration with the private facturers to rigorous Gorgonzola Cheese Consorti- the Italian milk producers as- Moritz. “We sell pasta, wine In the region of Friuli-Ven- changes in society’s eating riculture. The manufacturing Agro-industry: Gruppo Italiano Vini and 150,000 sectorial pro- Vinitaly fi rst opened in To- kets are Germany, the Unit- Brunello di Montalcino (6.5 sector. “For example, we es- monitoring and inspections. um. sociation. Passionate about and olive oil under this brand ezia-Giulia, near the Sloveni- habits,” declares Rigamonti, standards are very rigorous,” Total turnover of €1.1 billion, 5.5% of the national GDP. fessionals from 110 coun- kyo in 2001 and has returned ed Kingdom and Scandina- million bottles per year), and Russia. tablished organoleptic stand- “In order to be offi cially rec- Italian cheese producers have photography and involved in name. All of these products an and Austrian borders, the president of the consortium. ensures Francesco Serra, 220 companies in Agroindustry; 16 certifi ed products “DOP”, “DOC” tries. The majority of buy- annually since. “Tokyo is via. We are also expanding Montalcino red wine (4.5 The quality of the group’s ards for buffalo-milk mozza- ognized by the European Un- seen their international sales humanitarian projects in Afri- must meet the same high San Daniele Ham Consorti- In September 2009, UNESCO president of the DOP Consor- and “IGP.” Main products exported to Japan: pasta, tomatoes, extra-virgin olive oil, cheese (mozzarella), wines (Greco di Tufo, ers are European but very interesting for us be- more and more in Asia, par- million bottles), Montalcino products stems in large part rella for the manufacturers’ ion we described precisely the grow regularly. The inventor ca, Auricchio travels each year standards of quality, and our um, founded in 1961, brings will decide on the joint request tium for buffalo mozzarella Taurasi, Fiano di Avellino), mineral water, citrus fruit (oranges, lemons). Vinitaly is also well known cause there are many restau- ticularly in Japan, South white wine and Sant’Antimo. from the fact that it contrib- consortium. We are trying to different steps in the making of an exclusive manufacturing to Tokyo to attend Foodex, in production methods are based together 31 manufacturers. from Italy and Spain to add in Campania. The producers’ For more informations: abroad, thanks to its inter- rants that might include Ital- Korea and China. Our re- Twenty years ago, the total utes directly to the whole make the public aware of the of grana padano cheese. We method for provolone, Gen- search of new Japanese cus- on enormous respect for tradi- “They produce 2.8 million turnover reached approxi- the Mediterranean diet to the www.regione.campania.it ; www.sito.regione.campania.it/agricoltura ; national roadshow that trav- ian wines on their wine gion is not very well known production here was less production process: from results of our work. People verify that each one of our 180 naro Auricchio founded a tomers. tion,” adds Amato. Wines sold hams per year and bring in World Heritage List. A posi- mately 500 million euros last Andrea Cozzolino www.saporedicampania.it ; www.vinocampania.it ; www.shaker.it ; els the globe year-round. lists,” adds Castelletti. “Nat- yet, so we invest heavily in than 3 million bottles. “Our the vineyard to the bottle who eat tomatoes, Parmigiano members strictly follows the company in 1877 that has Another key ingredient of the with the Le Due Regine label revenues of around 300 mil- tive decision could have a co- year. “Sixteen percent of our Regional Minister www.limonedisorrentoigp.it ; www.limonecostadamalfi igp.com ; and then on to distribution. cheese and cured ham have prescribed production method since spread over fi ve conti- Mediterranean diet, pasta be- are aged in the cellars of the lion euros. We sell in 58 coun- lossal impact on sales. total production is exported, of Trade Affairs Campania www.mozzarelladop.it. “We feel our mission is to no need whatsoever for pro- and, at the end of the aging pe- nents. “Our ancestor began as ‘brand’ Italy abroad,” adds biotic supplements,” assures riod, which lasts a minimum a peddler. Today our revenue Pedron. “The fact that we Cannella. of 10 months, a specialist in- is over 130 million euros, and are Italian is our best asset The original Parmigiano spects each wheel of cheese we export 20 percent of our in competing with so many cheese is guaranteed by a Pro- with a mallet to guarantee that production to the United products and brands. We consumers get the best quali- States, Canada, Australia, Ja- consider ourselves ambas- ty,” explains Nicola Baldrighi, pan and Europe. We manufac- sadors for Italy.” president of the Grana Padano ture and sell a wide range of The country’s total exports Consortium. This cheese is cheeses, from provolone to reached a record 3.5 billion made in the Po River Valley, in ricotta to pecorino, grana euros in 2008, thanks to Lombardy, Piedmont, Trentino padano and Parmigiano Reg- strong demand in the U.S. and Veneto, as well as in the giano,” explains Antonio Aur- and Germany. The most province of Cremona. One- icchio, president of Gennaro popular Italian wines are fourth of the milk produced in Auricchio, and he notes that the Chianti and the Brunel- Italy is used in making grana provolone, the fl agship prod- lo, closely followed by oth- padano, and 4.3 million wheels uct, also exists in several dif- er, lesser-known vintages Giuseppe Alai were produced in 2007. “We ferent versions: mild, sharp such as Barolo, Barbaresco, President, Consortium spend 6 to 7 million euros in and young. The company sells Barbera and Grignolino. Parmigiano Reggiano monitoring and inspection its products under several dif- 第３種郵便物認可 (3) Special Economic Reports THE JAPAN TIMES MONDAY, MARCH 2, 2009 11 Italy at Foodex Italy at Foodex promotion campaigns.” denomination is very well An appetizing menu for the World Fair 2015 Another fi ne Italian spar- known and we have to fi ght Italian wines kling wine is the Prosecco relentlessly against fraud,” Mediterranean diet Milan was chosen to host the quality of the products Exposition will be an excep- Campania di Conegliano-Valdobbia- explains Patrizio Cencioni, the 2015 Universal Exposi- delivered to consumers, and tional showcase of our culi- Quality and character dene, produced under a president of the Brunello di The benefi ts of the sun tion, with a project centered which prevent the fraudu- nary culture.” Flavors of the south DOC that covers a large part Montalcino Consortium. around the question of how lent use of names and The public company in of the Veneto region. Sales “We do a lot of control on to feed humanity. President brands. With a turnover of charge of organizing the taly exported approxi- last year totaled around 60 site, estate by estate, to of the Lombardy region, 11 billion euros, Lombardy’s event includes representa- mately 25 billion euros million bottles. “Sparkling measure their production Roberto Formigoni, says: agro-food sector represents tives from the Lombardy I worth of food products wine is our raison d’être, and to ensure that the norms “The expo will be a forum 15 percent of Italy’s total region, the city and the in 2008. Campania plays an Audisio © Silvano

© Gruppo Italiano Vini even though we also pro- are followed meticulously. of discussion and is expect- production. Numerous prod- province of Milan, the important role in this area duce small quantities of For instance, there is a limit ed to attract a large public ucts from the region have Chamber of Commerce of due to its numerous special- of 80 quintals of grape per attendance. Our region is di- Denomination of Controlled Milan and the Ministry of ties that are greatly appreci- hectare. Red Brunello must rectly involved in themes Origin and Protected Geo- Economy. ated abroad, the leaders being

have aged at least one year © Consortium Parmigiano Reggiano Cheese such as food security, tech- graphic Indicators (DOC Formigoni hopes the expo buffalo mozzarella, olive oil and white Brunello four.” nological innovation and and IGP, according to their will boost the economy, and durum grain pasta. “The Sixty-two percent of the sustainable agriculture. We Italian acronyms). “The noting that there will be a growth rate of our agro-ali- Brunello di Montalcino’s are also working on the en- DOP and IGP system has a direct investment of 4.1 mentary exports has greatly production is exported, 20 tertainment side of the expo positive impact on the com- billion euros for the con- Roberto Formigoni exceeded the national aver- percent of which goes to the in order to fi nd attractions petitiveness of our enter- struction of the various in- President age for three years. It is great- Lombardy U.S., and its yearly turnover that will draw visitors. And, prises and adds value to our stallations. “We have other er than 12 percent. Cheeses, reaches 140 million euros. naturally, gastronomy will culinary heritage,” explains projects with a combined benefi t the whole region. market garden products and “Italy’s wine consortiums be on the menu.” Formigoni. “Additionally, budget of 11 billion euros, The projects will be fi - wines from this region have Giancarlo Vettorello have been in charge of qual- Italy has a strict set of sani- these controls protect our including the building of nanced on a public-private had enthusiasts in Northern Director, Consortium ity control since 1979, and tary controls that guarantee landscapes. The Universal new infrastructure that will partnership basis.” Europe and the United States Prosecco Wine — Conegliano their power of control and for quite some time, and are Melini’s estate, owned by the company Gruppo Italiano Vini S.p.A. white wine,” comments decision was reinforced in now penetrating the Asian Giancarlo Vettorello, head 2004 by the Ministry of Ag- The Parmigiano Reggiano cheese (Parmesan Cheese) is an extraordinary and highly versatile dairy product. It can be easily combined with other food ferent brand names: Auric- came the nutritional staple in Domini Castellare di Castelli- tries. Along with promoting and Russian markets. We n 2008, Italy became Last year, Vinitaly made urally, Vinitaly attends Foo- of the Prosecco di Cone- riculture,” continues Cen- products, creating incredibly smooth and tasty combinations. chio, Ceccardi and Gloria. post-war Italy. Made from na vineyards and the process and protecting our Protected sell authentic, high-quality the world’s largest wine stopovers in India (Mum- dex. Our aim is to promote gliano-Valdobbiadene Con- cioni. “Our mission is to he benefi ts of the tra- tected Designation of Origin, every year, and we have in- “We also export pecorino to wheat, the carbohydrates in is supervised by the renowned Designation of Origin, we foods,” exults Andrea Coz- I producer ahead of bai, New Delhi), the U.S. the quality of Italian food sortium. The organization guarantee the quality of our ditional Mediterrane- and manufacturing has been creased the number of inspec- the United States under the pasta provide the body with oenologist Alessandro Cellai. support our members in a zolino, regional minister of France, with 45 million products, and we also have represents 83 percent of the wine.” T an diet have long been supervised by a consortium tion trips abroad in order to brand name Locatelli, which the energy it needs. Pasta has Fine hams, sausages and other number of ways, such as trade affairs, who emphasizes hectoliters, representing a 5 shows dedicated to olive oil region’s producers. Alongside Italy’s thousands proven. An abundance of fresh since 1934. “There are 429 verify that our label is not be- has practically become a syn- long since become an elegant, pork products also have a wholesale purchase of elec- the reliability of the sanitary percent increase in produc- and delicatessen products.” “The international wine fes- of small producers, there fruits and vegetables — an ex- members and they produce ing used fraudulently. Chemi- onym for the cheese itself. gourmet dish thanks to the ef- place of honor in gourmet Ital- tricity on the open market and controls performed through- Campania can offer all the main products on which the Italian Mediterranean diet is based. tion. Although Italy has Japanese afi cionados of tival Vino in Villa, created are also a few large compa- cellent source of anti-oxidants around 111,000 tons of cheese cal analysis and the detection This cheese is made from Sar- forts of certain passionately ian cuisine. The cured ham wastewater treatment servic- out all stages of production mainly to France and Ger- only black spot in the pic- strived for many years to sparkling wines will un- 11 years ago, is our most nies that play a key role in — legumes, grains, little red per year. Parmigiano cheese is of specifi c isotopes are two dinian sheep’s milk and 80 enthusiastic manufacturers. prosciutto is a delicacy and es,” explains Mario Emilio of the various brands. The au- many. Since 1986, the region ture is the lack of interest make a name for itself in doubtedly be aware of the important promotional the success of Italian wines meat, lots of fi sh, fats in the especially recommended for ways that the product can be percent of it is consumed in Antonio Amato, CEO of the big business: Manufacturers’ Cichetti, the consortium’s di- thorities also watch over the has a specifi c program for the for this traditional activity the international wine sec- Franciacorta spumante, the event,” he adds. “It’s not abroad. One of them is form of olive oil — rich mo- older people, the sick and ba- traced,” adds Baldrighi, and he the U.S.” family-run business Pastifi cio combined revenue is over 2 rector. Cichetti is pleading for protected origin denomina- control of dioxin contamina- in the younger generations. tor with a controlled de- Italian equivalent of French only a trade show but also a Gruppo Italiano Vini, which nounsaturated fatty acids — bies, and we export one-fi fth notes that one-tenth of the gra- His company recently created Amato, for example, makes billion euros, 20 percent of the cause of strengthening Eu- tions to guarantee consumers tion. The alarm recently cre- Fortunately, the region has nomination of origin, its champagne. Franciacorta is discussion forum about the owns 14 estates situated in unripened cheeses and yogurt, of what is produced,” says na padano produced is export- the “Auricchio Exclusive Re- traditional pasta cooked at low which comes from exports. ropean Union operations in that they are buying a good ated in Europe is not based in received 1.8 billion euros producers have made re- a region situated near future of viniculture. This various parts of the country. all accompanied by a gener- Giuseppe Alai, president of serve” quality stamp, which There are several consortiums foreign markets, where brand product. A new policing op- reality,” continues Serra who from the Rural Development markable progress in recent Brescia, in Lombardy, and year we have invited French The group has invested 80 ous glass of red wine…. This the Parmigiano Reggiano appears on all top-of-the- that protect the name and pro- names are often fraudulently eration in the port of Salerno, points out that the DOP pro- Plan to try to put a halt to this times. With a total of Luigi Castelletti dotted with rolling hills. The producers from the Loire re- million euros over the last healthy menu, which protects Consortium. Alai emphasizes range cheeses except provo- mote the best-known varieties used. “Last April we sent ham south of Naples, illustrates tects the mozzarella within tendency. 800,000 hectares dedicated President, sparkling wines produced gion, where, as here, vini- decade to improve the qual- against cardiovascular disease that no additives are allowed lone. “Our company is dedi- of prosciutto, which benefi t to China for the fi rst time. Our the government’s zero-toler- the European Union but not Following the example of the to viniculture, Italy now Veronafi ere here are protected under a culture is a very ancient tra- ity of its production. “We and increases longevity, is and that authentic Parmigiano cated to craftsmanship, as we from Protected Designations success is the fruit of a long ance policy in this area last in the United States, for ex- majority of Italian regions, markets wines that are con- (New York, Chicago, Mi- Controlled Denomination dition.” are planning another 80 mil- wonderfully appetizing as cheese is aged for a minimum still make all of our cheese by of Origin that distinguish and tradition: San Daniele is lo- month. Some 142 tons of to- ample. Campania is also seeking to Antonio Bassolino sidered to be as fi ne as many ami), Russia (Moscow), of Origin (Denominazione Indeed, Conegliano is home lion euro investment over well. Supporters of the Medi- of 12 months, to a maximum hand, particularly provolone. defi ne products from specifi c cated on the old Roman road matoes that were fraudulently “Campania is beginning to increase its sales in the Japa- President French and Californian China (Shanghai) and Japan di Origine Controllata, or to Italy’s oldest and most the next four years to ex- terranean diet are working to of 30 months, sometimes even That increases our personnel regions. where salt from the Adriatic labeled as San Marzano were benefi t from its policy of nese market. The regional Campania products. The Franciacorta, (Tokyo). DOC). “We represent some prestigious wine school, pand our international dis- have it included on UNESCO’s more. “The sector must adapt costs, but that’s the price of The Parma Ham Consortium Sea, an essential ingredient, seized. San Marzano toma- promoting its products. The president, Antonio Bassolino, in their country,” assures the Prosecco di Conegliano- “Our main targets are coun- 90 enterprises, all of which founded in 1876. One of the tribution network,” says World Heritage List. “This to new eating habits by mar- quality,” continues Auricchio, was created in 1963 in Emilia was transported inland,” adds toes are used by many chefs most advanced area is still met the Japanese ambassador Bassolino on this occasion, Valdobbiadene and the tries where there is little or have to follow a very strict most well-known graduates Gruppo Italiano Vini’s CEO, form of cultural heritage is not keting small, pre-packaged who inherited his ancestor’s Romagna. “We represent 167 Cichetti. throughout the world to pre- found in olive oil, with its to Italy, Hiroyasu Ando, on who also adds that discus- Brunello di Montalcino, to no culture of wine,” explains set of rules in order to be au- of the Oenological School is Emilio Pedron. “Foreign made up of the foods them- portions of Parmigiano so that Nicola Baldrighi love of cheese. The company Antonio Amato manufacturers whose com- Northern Italy also offers the pare their sauces. The fi rst controlled names and labe- Jan. 23. “Exchanges between sions are under way with the name a few, are some of the Luigi Castelletti, president thorized to use the name Minister of Agriculture, Food markets represent 75 per- selves, but rather it constitutes people come to think of it as a President, Consortium employs around 400 people Chief Executive Offi cer, bined revenue reached 820 ideal conditions for drying seeds of this variety arrived in ling that refl ect the quality of Campania and Japan have Italian Ministry of Foreign most sought-after. of Veronafi ere, the Verona Franciacorta,” explains Ezio and Forestry Policies Luca cent of our turnover.” Al- a specifi c relationship to eat- convenient snack,” continues Grana Padano and needs 500 tons of milk Antonio Amato & C. million euros in 2007. We beef. Valtellina, a valley in Campania from Peru in 1770 our product. We have always been intensifying for several Affairs to include a large Italy is the main wine pro- Exhibition Authority that Maiolini, president of the Zaia, a native of the Treviso ready distributed in 60 ing, a certain way of relating Alai, adding that the Parmi- ed. per day to keep its factories temperatures in bronze pots. have a 40.4 percent market Lombardy, is famous for its and they germinated in the been one of Italy’s princi- years in the tourist and cul- delegation from Campania vider to the United States, manages Vinitaly. “We Franciacorta Consortium. province. “Zaia has done a countries, Gruppo Italiano to a particular place and the giano is one of the few author- For years, gorgonzola has been running: Dairy farmers must “We began internationalizing share in Italy and our foreign bresaola, a delicacy that is of- volcanic earth that surrounds pal producing regions, but tural areas. Japan appreci- in the various planned activi- with greater exports than know we have no more than The denomination covers an lot to boost agricultural edu- Vini is now looking to open products that humans derive ized food that American and the most dependent Italian conform to precise standards in the 1970s and today we ex- sales are growing rapidly eve- ten seasoned with nothing Vesuvius. we recently began to build a ates cities of art, gastronomy, ties. The Japanese ambassa- Australia and France, and around 100,000 clients in area of 2,000 hectares, cation,” says Vettorello. “Italy fresh markets in Asia, India from it, a tradition based on Russians astronauts are al- cheese on foreign markets. that guarantee the quality of port 70 percent of what we ry year,” reports Stefano Tede- more than a little olive oil. Mozzarella also has a con- brand image that refl ects our fashion and jewelry. We offer dor expressed the desire to the second-largest exporter Shanghai, for instance, but which represents a capacity has an exceptional heritage frugality, conviviality and an lowed to bring with them in to There are many people all over their milk. “As keepers of tra- produce,” explains Amato. He schi, the president of the con- Sixteen manufacturers from trolled origin name, granted fundamental role in this area them all of that with a unique see the regional president go to Japan. Indeed, many pro- they are refi ned gourmets of 10 million bottles a year. that needs to be better ex- authentic lifestyle. This goes the space. In fact the bone de- the world who love this dition, we constantly invest in positioned his company in the sortium. Tedeschi coordinates the province of Sondrio have in 1996, which covers the on the national level,” states quality guarantee. We intend to Japan next autumn to sup- ducers will be attending and ready to pay top prices “The production of spar- ploited. Our most refi ned above and beyond a strictly calcifi cation is a big problem creamy, blue-veined cheese, innovation to improve produc- high-end market thanks, in promotional operations in come together under the provinces of Salerno and Ca- Cozzolino. The regional to participate in the event, port the promotion of Cam- the upcoming Tokyo Foodex for a product they love. This kling wines necessitates a products are bestsellers. We nutritional concept of food,” in a gravity-free environment, which can be mild or slightly tion methods, all the while ra- particular, to his Le Due some 60 countries. “We have Bresaola della Valtellina Pro- serta in their entirety, as well minister of trade affairs has ‘Italy in Japan 2009,’ to bet- pania through a high-level fair. is why we have opted, in- careful process that involves export about a third of our explains Carlo Cannella, pres- but this cheese in one of the sharp. “We export more than tionalizing our costs. For ex- Regine brand, which was obtained recognition and pro- tected Designation of Origin. as some towns in the Naples also announced the impor- ter make ourselves known institutional presence. The Vinitaly Wine and Spir- stead of having a mega- two phases of fermentation, production to a total of around ident of the National Institute best sources of calcium 30 percent of what we pro- ample, we equipped our launched in collaboration with tection for our product in Ja- “We produced 17,000 tons in and Benevento provinces in tance of organic production, its Fair of Verona, in the event abroad, to organize a which can last from 18 to 30 40 countries. Germany, Swit- of Food and Nutrition Re- known. A lot of consumers duce. Our 41 members are all Cremona factory with new ag- the Capri Tourist Bureau. The pan and we are now entering 2007 and we exported over the Campania region. “In or- which has been on the rise Economic data northern Veneto region, is series of mini-shows in spe- months in the case of vin- zerland, the U.K., the U.S., search (INRAN), a govern- still ignore the nutritious vir- based in Lombardy and Pied- ing chambers so we can better name of the brand is an hom- the Chinese market. The con- 2,000 tons. Pre-packaged slic- der for a producer to be ap- for the past few years. The one of the country’s most cifi c countries and cities, tage wines. It takes at least Canada and Japan are our top ment agency that is part of tues of this product. mont, and their combined an- control the temperature and age to the “two queens” of jet- sortium’s offi cial label guar- es already account for 25 per- proved, they must submit to Regional Minister of Trade, Economy and Agriculture: Andrea Cozzolino important trade shows. In- targeting an upmarket clien- 25 months from the time the markets internationally.” the Ministry of Agriculture, The organizations that super- nual revenue adds up to 400 produce better cheese,” adds set tourism that are the Italian antees consumers that the ham cent of our sales and the fact an examination by a certifi - The Agricultural sector has a GDP of €77 billion, augurated in 1967, last year tele of connoisseurs: mainly grapes are harvested until The famed wine region of Food and Forestry Policies. vise the Protected Designa- million euros,” notes Renato Auricchio, who is also the island of Capri and the exclu- has been aged for at least 12 that that percentage is con- cation organization recog- with more than 170.000 companies in Agriculture it drew more than 4,300 ex- restaurant owners, import- the product is ready,” says Montalcino, in Tuscany, is Emilio Pedron Cannella regularly works in tions of Origin subject manu- Invernizzi, president of the vice president of Assolatte, sive Swiss ski resort of St. months,” continues Tedeschi. stantly increasing refl ects the nized by the Ministry of Ag- and more than 1.200 in bio agriculture. hibitors from 30 countries, ers and distributors.” Maiolini. “Our main mar- home to four DOC labels: Chief Executive Offi cer, collaboration with the private facturers to rigorous Gorgonzola Cheese Consorti- the Italian milk producers as- Moritz. “We sell pasta, wine In the region of Friuli-Ven- changes in society’s eating riculture. The manufacturing Agro-industry: Gruppo Italiano Vini and 150,000 sectorial pro- Vinitaly fi rst opened in To- kets are Germany, the Unit- Brunello di Montalcino (6.5 sector. “For example, we es- monitoring and inspections. um. sociation. Passionate about and olive oil under this brand ezia-Giulia, near the Sloveni- habits,” declares Rigamonti, standards are very rigorous,” Total turnover of €1.1 billion, 5.5% of the national GDP. fessionals from 110 coun- kyo in 2001 and has returned ed Kingdom and Scandina- million bottles per year), and Russia. tablished organoleptic stand- “In order to be offi cially rec- Italian cheese producers have photography and involved in name. All of these products an and Austrian borders, the president of the consortium. ensures Francesco Serra, 220 companies in Agroindustry; 16 certifi ed products “DOP”, “DOC” tries. The majority of buy- annually since. “Tokyo is via. We are also expanding Montalcino red wine (4.5 The quality of the group’s ards for buffalo-milk mozza- ognized by the European Un- seen their international sales humanitarian projects in Afri- must meet the same high San Daniele Ham Consorti- In September 2009, UNESCO president of the DOP Consor- and “IGP.” Main products exported to Japan: pasta, tomatoes, extra-virgin olive oil, cheese (mozzarella), wines (Greco di Tufo, ers are European but very interesting for us be- more and more in Asia, par- million bottles), Montalcino products stems in large part rella for the manufacturers’ ion we described precisely the grow regularly. The inventor ca, Auricchio travels each year standards of quality, and our um, founded in 1961, brings will decide on the joint request tium for buffalo mozzarella Taurasi, Fiano di Avellino), mineral water, citrus fruit (oranges, lemons). Vinitaly is also well known cause there are many restau- ticularly in Japan, South white wine and Sant’Antimo. from the fact that it contrib- consortium. We are trying to different steps in the making of an exclusive manufacturing to Tokyo to attend Foodex, in production methods are based together 31 manufacturers. from Italy and Spain to add in Campania. The producers’ For more informations: abroad, thanks to its inter- rants that might include Ital- Korea and China. Our re- Twenty years ago, the total utes directly to the whole make the public aware of the of grana padano cheese. We method for provolone, Gen- search of new Japanese cus- on enormous respect for tradi- “They produce 2.8 million the Mediterranean diet to the turnover reached approxi- www.regione.campania.it ; www.sito.regione.campania.it/agricoltura ; national roadshow that trav- ian wines on their wine gion is not very well known production here was less production process: from results of our work. People verify that each one of our 180 naro Auricchio founded a tomers. tion,” adds Amato. Wines sold hams per year and bring in World Heritage List. A posi- mately 500 million euros last Andrea Cozzolino www.saporedicampania.it ; www.vinocampania.it ; www.shaker.it ; els the globe year-round. lists,” adds Castelletti. “Nat- yet, so we invest heavily in than 3 million bottles. “Our the vineyard to the bottle who eat tomatoes, Parmigiano members strictly follows the company in 1877 that has Another key ingredient of the with the Le Due Regine label revenues of around 300 mil- tive decision could have a co- year. “Sixteen percent of our Regional Minister www.limonedisorrentoigp.it ; www.limonecostadamalfi igp.com ; and then on to distribution. cheese and cured ham have prescribed production method since spread over fi ve conti- Mediterranean diet, pasta be- are aged in the cellars of the lion euros. We sell in 58 coun- lossal impact on sales. total production is exported, of Trade Affairs Campania www.mozzarelladop.it. “We feel our mission is to no need whatsoever for pro- and, at the end of the aging pe- nents. “Our ancestor began as ‘brand’ Italy abroad,” adds biotic supplements,” assures riod, which lasts a minimum a peddler. Today our revenue Pedron. “The fact that we Cannella. of 10 months, a specialist in- is over 130 million euros, and are Italian is our best asset The original Parmigiano spects each wheel of cheese we export 20 percent of our in competing with so many cheese is guaranteed by a Pro- with a mallet to guarantee that production to the United products and brands. We consumers get the best quali- States, Canada, Australia, Ja- consider ourselves ambas- ty,” explains Nicola Baldrighi, pan and Europe. We manufac- sadors for Italy.” president of the Grana Padano ture and sell a wide range of The country’s total exports Consortium. This cheese is cheeses, from provolone to reached a record 3.5 billion made in the Po River Valley, in ricotta to pecorino, grana euros in 2008, thanks to Lombardy, Piedmont, Trentino padano and Parmigiano Reg- strong demand in the U.S. and Veneto, as well as in the giano,” explains Antonio Aur- and Germany. The most province of Cremona. One- icchio, president of Gennaro popular Italian wines are fourth of the milk produced in Auricchio, and he notes that the Chianti and the Brunel- Italy is used in making grana provolone, the fl agship prod- lo, closely followed by oth- padano, and 4.3 million wheels uct, also exists in several dif- er, lesser-known vintages Giuseppe Alai were produced in 2007. “We ferent versions: mild, sharp such as Barolo, Barbaresco, President, Consortium spend 6 to 7 million euros in and young. The company sells Barbera and Grignolino. Parmigiano Reggiano monitoring and inspection its products under several dif- 第３種郵便物認可 (3) Special Economic Reports THE JAPAN TIMES MONDAY, MARCH 2, 2009 13 Italy at Foodex Italy at Foodex

Mino Taricco, herald of diversity riums imposed by the Euro- pean Union on several spe- Economic data Piedmont Since his appointment at and the Piedmont region? A: Certain of our products Sicily cies. We have entered into Regional Minister of Agriculture: the helm of the regional Answer: The Japanese already enjoy strong brand partnerships with countries Giovanni La Via Well-known know-how Ministry of Agriculture, market is of growing im- recognition in international such as Egypt and Tunisia. Regional Minister of Fishing and Cooperation : Mino Taricco has been suc- portance to our region. The markets, but clearly some The isle of gastronomy In exchange for a transfer of Roberto Di Mauro cessful in negotiating key country offers signifi cant require specifi c promotion- knowledge, several Sicilian The Agricultural sector has a GDP of € 4 billion, with agreements for the region commercial potential for al campaigns to develop ships will fi sh in their territo- 330,000 companies. Italian leader for bio agriculture with more than 8,500 bio companies (200.000 ha). of Piedmont’s agricultural our producers, especially a following. Since 2008, rial waters and we share the sector. The payment from as relatively few products wines such as La Barbera catch. We hope to make our Main productions : the national government have made it to date. The d’Asti and La Barbera del Trapani © Province of island a turntable for fi shing Red Oranges of Sicily IGP certifi ed (€ 700 million) Wines (€ 350 million) of 1 billion euros to his re- Japanese greatly appreci- Monferrato Superiore ben- Mino Taricco Giuseppe Pace in the Mediterranean by in- Extra-virgin olive oil (€ 200 million) gion as per the 2007-2013 ate the quality that we are efi t from DOC, but despite Regional Minister of Agriculture President, Chamber of creasing the number of bilat- Agroindustry : Rural Development Plan is capable of offering con- this, they are still little Piedmont Commerce of Trapani eral agreements,” continues 38,000 companies in agro-industry; 261 regional traditional perhaps most noteworthy, most interesting for the © Regional Ministry of Agriculture - Piedmont © Regional Ministry of sumers worldwide. They known. The same goes for promotional efforts must Di Mauro. (9 DOP , 5 IGP, 23 DOC certifi ed products). but he also brought about are already ranked the our rice: A protected origin provinces in the east of also be used to attract for- In order to achieve this goal Main products exported to Japan: extra-virgin olive oil, wines, red the simplifi cation of ad- fourth-largest importers of naming was approved last the region for obvious eign investors. The message and guarantee top-quality oranges, fi sh (tuna). ministrative procedures our products outside the year. We should be multi- proximity reasons. The to be passed on is that we fi sh to the fi nal customer, the For more informations : linked to community aid European Union. The value plying our communication local authorities are nego- have excellent-quality raw authorities have launched www.regione.sicilia.it ; www.regione.sicilia.it/mangiaresicuro ; to producers. Taricco was of our exports exceeds 40 efforts to raise awareness tiating which role they are materials here to develop a large infrastructure mod- www.regione.sicilia.it/Agricolturaeforeste/Assessorato ; www.regione.sicilia.it/agricolturaeforeste/foreste/ ; www.vitevino.it ; also the driving force be- million euros and we sup- in international markets to play with the region of their products. The province ernization program. “Harbor www.terra-multimedialeagricoltura.it ; www.sprintsicilia.it ; hind the modifi cation of port all the initiatives that of the great strides we Lombardy. The increase has the largest vineyard and installations at Catania and www.distrettopesca.it . the regulations that apply will permit us to grow this have made. This will also in tourism to the region the most powerful fi shing Palermo, cold rooms, logis- to the DOC labels and suc- fi gure in the coming years. concern our bovine meat: will doubtless be signifi - fl eet in all of Sicily,” ensures tical services. . . . We have set “Quality alone will make it ures for fi shing resources. cessfully repositioned the This is a very demanding The Piedmont region has cant. The variety of our Giuseppe Pace, president of up an effi cient distribution possible for consumers to We succeeded in pulling Asti sparkling wine in the market that abounds with 300,000 cows of an ex- territory bequeathed us the Chamber of Commerce chain to deliver the goods accept an increase in price together several Mediterra- market. At the same time, lovers of Italian products. ceptional breed, providing with a range of 370 tradi- of Trapani, for whom the under the best conditions and to increase revenue for nean countries and private this dynamic 50-year-old More generally, our exports highly nutritional meat. tional products, of which bursting of the agro-alimen- to the most distant markets. our companies. At the same contractors in this initiative,” dedicates great energy to jumped 13 percent during Q: How is Piedmont pre- 16 benefi t from an DOP tary sector into a myriad of We have also opened a line time, the region also wor- exults Giovanni Tumbiolo, convincing the local pro- the semester of 2008 with paring for the 2015 Uni- and 58 from an DOC by family-owned SMEs has of credit for shipowners who ries about safeguarding its district president, who hopes ducers in his region to go regard to the same period versal Exposition, which the European Union. The some advantages: These wish to equip their boats fi shing resources. In order that Mediterranean fi sher- global. He has particularly the previous year. This will take place in Milan? Universal Expo of 2015 small companies show an with cold rooms,” states to counter the decrease in men will quickly manage to high hopes as far as the represents 1.5 billion euros A: This event, organized will represent a unique incredible capacity to adapt Di Mauro. catches we must launch pro- unite in an interdependent potential of the Japanese in just six months. around the theme of Food opportunity to present all and call for little public aid. The Sicilian fi shing fl eet rep- grams to repopulate the sea- and rational network of com- market is concerned. Q: What measures can you for Humanity, is creat- our gastronomic treas- “Many of them will end up resents 35 percent of the Ital- beds,” continues Di Mauro. panies to fi ght competition Question: What do you take to facilitate exports of ing much interest among ures to the world, just as being even stronger after the ian fl eet. European Commu- To develop exports, the re- from the other great fi sh- think of the current ex- agro-industrial goods from the farmers of our region, we are going to do during Sicilian bluefi sh is one of the most loved seafoods on the Japanese market. Its fi shing tradition has always been part of the Sicilian culture. crisis. They are accustomed nity policy condemns a third gion fi nances a total of 50 ing zones in the world such changes between Japan your region? even though it is clearly Foodex. he empire’s bread- A commercial operation and geraniums are highly to getting by on their own of the boats to extinction. In percent of the expenses of as Southeast Asia and the Wine, cheese, white truffl es, pork, pasta, rice, desserts… all traditional and certifi ed products from Piedmont. basket during the that was intended to charm favored. They are willing to resources. The best way to order to deal with this de- those companies that decide American Pacifi c. “To reach and Vercellese. There are to pay for quality, but at for Piedmont producers. year.” and we’re losing our herit- T Roman Era, Sicily Japanese consumers has al- pay 2 euros per kilo with air support them is by investing cline of facilities, Sicily must to participate in fairs and that point, we are seeking to Economic data many other fi ne delica- the same time, our prices “We travel each year to Ja- Exports from the region age, skills that are no long- has always remained faith- ready taken place: 100 Ital- transport costs for products in our infrastructure and in increase the productivity and international shows. It also become partners with many Regional Minister of Agriculture cies “made in Piedmont,” must remain competitive,” pan to attend professional are set to grow thanks to er transmitted to new gen- ful to its agricultural tradi- ian restaurants located in that cannot travel by boat. the promotion of our prod- profi tability of its remaining organizes visits to Sicily by countries in these poles of and Agroindustry: Mino Taricco such as fruits and vegeta- explains the regional min- fairs and exhibitions,” the recent opening in To- erations. There is no more tion, most notably due to the the main cities throughout We are dealing with a culti- ucts,” adds Pace. boats. “Numerous compa- potential buyers in order to excellence. With respect for Agro-industry: bles, cheeses, delicatessen ister of agriculture. “Many comments Ferruccio Dar- kyo’s posh Daikanyama biodiversity. We have sadly richness of its volcanic soil. the country introduced is- vated public for whom price One of the assets of Sicilian nies revolve around our fl eet convince them of the qual- local traditions, we must Total Export turnover of €3 billion, 10% of the national data, 370 and chocolate. “There are producers are modernizing danello, president of the district of the Eataly gour- traded our heritage for low- Wine, olive oil, vegetables, land specialties to their cus- is not an object if the qual- agriculture is its traditional such as shipyards and net ity of local products. “The export our production meth- regional traditional products, 17 certifi ed products “DOP” and “IGP,” lots of cultural and profes- their business, and more Piedmont Federation of met store. Regional Presi- quality food.” He adds that wheat, almonds, pomegran- tomers, primarily olive oil, ity is there. Sicilian agricul- know-how, the result of a manufacturers. Our concern regional government has de- ods and modernize all trades 58 certifi ed wines, 7,675 agroindustrial companies exports to Japan sional shows and events and more young entre- Chambers of Commerce, dent Mercedes Bresso at- the Slow Food movement, ates and citrus fruits are its wine and cheese. “We are ture has higher costs than its long history that is able to is preserving maximum em- cided to grant tax credits to that revolve around fi shing for €40 million (Import €2 million). Main products exported to Japan: cheese, wines, meat, chocolat, white truffl es. dedicated to our products preneurs choose the agro- the Unioncamere Piemon- tended the inauguration. which already has 100,000 main products. Fishing also in the process of building competitors: It must target captivate consumers who are ployment. In many families the entire agro-alimentary in countries such as Libya, and gastronomy,” adds business, which is very te, and of the Chamber of Eataly is a gourmet food members, including 30,000 plays an important role in our brand image based on the high end and play the Girolamo Turano increasingly more eager for there have already been four sector for a total amount of Egypt, Malta, etc. The stand- For more informations: Ta-ricco. “To name a few, encouraging. More than Commerce of Cuneo. “Of chain created in Turin a Italians, aims to “raise pub- the coastal areas, where tuna quality. Our foreign sales of ‘difference’ card in order to President authenticity. “We have noth- or fi ve generations of fi sher- 100 million euros. The law ardization of practices will www.regione.piemonte.it ; www.pie.camcom.it ; www.slowfood.it ; Trapani www.fi eradeltartufo.org ; www.centroestero.org ; Turin’s International Taste 2,000 young adults apply course, Foodex is at the few years ago and now Carlo Petrini lic awareness and defend fi shing dates back to the market garden products and sell its products,” concludes ing to invent. Our climate men. A whole section of Si- will be voted on in June. allow for common resource www.regione.piemonte.it/agri/vetrina. Fair, the Truffl e Fair in each year to the Rural De- top of our agenda. Some rapidly expanding abroad. President, quality.” mists of time. fruit are around 120 million La Via who gives the island’s few months ago we drew up and our soil gave birth long cilian culture is related to this Poultry farming, the market- management. Pisciculture, Alba, the Douja d’Or wine velopment Program, which 20 to 25 enterprises attend Wealthy gourmets will un- Slow Food International One of the most recent ini- “We have numerous tradi- euros per year. We also ex- olives as an example, which a new logo, a fl ower that has ago to characteristic products activity. The necessary pas- ing of fi sh and meat. . . . We training, naval construction he Piedmont re- in Piedmont, including 58 festival in Asti.... The list grants loans specifi cally the fair each year. This is doubtedly fi nd at Daikan- fi cial visit during which tiatives by Slow Food is the tional products that we are port two-thirds of our bot- cannot be mechanically har- the contours of our territory and practices that are still sage from craft to industry want to give a nudge in the . . . the guidelines for coop- gion represents 10 Controlled Denomination is so long! Our objective is adapted to food start-ups. proof of the emphasis we yama’s Eataly the rare Regional President Bresso Terra Madre exhibition, beginning to successfully tled wine production. The vested. with the sun at its center. It relevant today. Moderniza- must be done with delicacy right direction to our produc- eration are numerous and T percent of Italy’s of Origin wines (DOC to create synergies among Also, by promoting small put on marketing, some- white truffl es of Alba, held talks with Japan’s organized for the fi rst time sell on the international mar- province of Trapani has a Price cannot be the only will identify our local prod- tion and internationalization and dialogue,” emphasizes ers in this time of crisis and Sicily intends to play a cen- agro-food sector. With 1.1 according to the Italian all these initiatives in or- enterprises and quality thing we had neglected a genuine Piedmontese vice minister of economy, during the 2008 Interna- ket. We have been exporting particularly strong wine sales point for oil produc- ucts. We have also founded are our two priorities in or- the regional minister of co- help them open new interna- tral role in bringing together million hectares of culti- acronym). However, the der to promote more ef- products, we support sus- for many years. But we’re treat whose market price Hiroyuki Ishige. Offi cials tional Taste Fair of Turin. blood oranges to Japan for network. Our main custom- ers. The size of the farms a scientifi c committee whose der to make these resources operation, crafts and fi shing. tional markets,” concludes the two banks of the Medi- vated land, this region dot- variety of our produc- fectively all our products. tainable agriculture, rather catching up fast. One of can vary, depending on announced a calendar “Terra Madre is a showcase quite some time. It took us ers are in Western Europe, is another weakness in the objective is to improve the profi table,” explains Roberto In the long run, modernizing Di Mauro. terranean,” adds Tumbiolo. ted with gentle hills and tion is also an obstacle, in We’re encouraging profes- than mass production.” our most recent achieve- the year, from an aver- of events that includes, for thousands of small pro- three years to create an ef- but the fl ow toward Eastern island’s agriculture: They quality of our agro-alimen- Di Mauro, regional minister the sector will facilitate the The authorities are mobi- The island wants to revive irrigated by the Po river is particular for our exports, sionals from all sectors to One of the richest coun- ments is that we have be- age 4,000 euros a kilo up among others, a Taste Fes- ducers,” comments Petrini. fective sanitary mechanism Europe, including Russia, is are generally less than 1 tary products and particular- of cooperation, crafts and traceability of marketed fi sh: lizing all institutions, eco- its medieval vocation of be- home to a powerful agro- because our small produc- coordinate their actions.” tries in the world, Japan is come the fi rst foreign wine to the record 7,000 euros/ tival. They also agreed on “Around a thousand chefs to avoid contamination by a hectare. It is diffi cult under ly that of our wines, a very fi shing, who announces that Ecologists and consumers nomic agents and scientifi c ing a cultural bridge between industry, with thousands ers do not have enough A visit to Piedmont is an also home to one of the fi n- provider of the United kilo registered two years common measures to guar- and some 250 universities species of Mediterranean fl y. these conditions to build an important sector for us in specifi c organizations were will benefi t from it. A label personnel in the creation of East and West, a golden era of small family businesses fi nancial resources to ex- absolute “must” for cacao est cuisines on the planet. States. In Japan, we still ago. President of the White antee food security. Dele- attended this event. This We are continuing our efforts effective commercial or- which we must increase our created to help the differ- “Fish of Sicily” will soon organizations to aid the vari- that gave it some of its most specializing in upmarket pand on foreign markets. buffs. The region’s choco- As such, it is a key market have a relatively low turn- Truffl e International Fair gates of Japan’s Isetan de- success shows that our ide- to widen the range of our ag- ganization. “We are working competitiveness,” declares ent networks. The Fishing identify the island’s fi sh. ous networks as can be seen beautiful monuments. products and large multi- We are working on how late factories have been over, but we’re on a posi- of Alba, Alberto Cirio, ex- partment store chain will as are now widely spread.” ricultural exports,” explains on several fronts to create Girolamo Turano, president Development Consortium in the Regional Fishing Dis- nationals such as Ferrero. to restructure the sector to known since the 18th cen- tive trend.” plains, “From September attend Turin’s Taste Fair Slow Food’s revenues are Giovanni La Via, regional synergy between producers. of the province. Trapani also (COSVAP), for example, trict, the municipality of Ma- Some 67,000 farms and boost our sales abroad.” tury for their creativity. Out of 753 Denominations to December, the whole life and Japan will host an ex- mostly based on the sales minister of agriculture and The traditional individualist has a Traditional Product is in charge of attending to zara del Vallo, the Chamber 7,675 food-processing Piedmont wines have al- Among the region’s most of Origin offi cially rec- of the city revolves around hibition on the residences of two very popular guides, forestry. Blood oranges are a mentality is not helping us, Development and Promotion the development of fi shing of Commerce of Trapani, the factories are based here. ready benefi ted from the famous chocolate creations ognized by the European the white truffl e. Once a of the House of Savoy, as the restaurant guide Guida novelty for Japanese consum- but we are working toward Agency whose mission is to and the fi sh-processing in- National Research Center “Piedmont is character- generalization of the sys- are the Easter egg, Nutella Union, Italy has a record year, producers sell their well as on the Piedmon- delle Osterie d’Italia and ers who are willing to pay building consortiums that unite the efforts of the private dustry. Its headquarters is at and the universities of Tra- ized by a rich variety of tem of certifi cation and cream and, a sweet known 173, of which 42 are from lots at the auction market, tese sites on UNESCO’s the wine guide Guida dei the extra cost of a 28-day sea will be able to effectively sector in order to conquer Mazara del Vallo, where this pani and Palermo. land, which is why we label of origin. to television audiences all the province of Cuneo. “We a system that was fi rst put World Heritage List. Vini d’Italia. voyage. Giovanni La Via manage our controlled origin foreign markets. “The idea sector employs more than “The contribution of biolo- produce so many differ- Piedmont produces 60 per- around the world, the Fer- are truly the European cap- in place 80 years ago.” Any gourmet knows that Another initiative led by Delivered cargoes have in- Regional Minister of Agriculture names and fi nance research is to allow the agro-alimen- 6,000 people, mainly in the gists is essential. In 2006, we ent food products,” says cent of Italy’s rice output. rero Rocher. ital of quality food,” says Nowadays, bidders from creased exponentially over Sicily activities. The Sicilian agro- tary sector to benefi t from canning industry. “Sicilian founded an Observatory for the regional minister of And the only Italian rice “Quality is more important Dardanello. “We export around the world take part « Piedmont agro-food exports jumped 13 the past three years, going becoming more important,” alimentary sector is gradu- the know-how of the most fi shermen work in the Medi- Fishing in the Mediterranean agriculture, Mino Ta-ric- that has a Denomination than ever to gain market Ferruccio Dardanello cheese, wine and pastries. in the auction, which is from one to 45 containers. specifi es La Via who an- ally being built. Our objec- powerful companies. There terranean as well as the At- Roberto Di Mauro to improve our knowledge Giovanni Tumbiolo co. “More than 370 tradi- of Origin label is produced share. We target upmarket President, The majority of our pro- broadcast live by satellite percent during the semester of 2008 with Sicilian table grapes are nounces that the networks tive is to project a strong is no room for improvisation lantic. There are 156 active Regional Minister of Fishing of commercial species and President, Fishing District tional products are made here, the Baraggia Biellese consumers who are willing Unioncamere Piedmont ducers are SMEs. In order to various large foreign regard to the same period the previous year. starting along a similar path, and companies who rely on image of quality products in this area. The introduction companies that face morato- Sicily to set up protection meas- of Mazara del Vallo to help them export to for- capitals. “During the fair, This represents 1.5 billion euros in just six with studies under way to quality are those who are on the national scene. We of a free-trade zone in the Sicilian IGP-certifi ed red oranges had to undergo a strict phytosanitary check in order to access the Japanese market. Currently, the market request for this product is very high. eign markets, the regional there are lots of events months. The Japanese market is of growing remove all of its parasites. suffering less in the crisis. have neglected marketing Mediterranean area in 2010 government has created, in around town, especially New methods have already To help the producers mod- and the additional revenue it also opens good prospects importance to our region, with more than 40 partnership with regional in the medieval quarters, increased their shelf life to ernize, the region has signed brings for too long,” affi rms for us. Our entrepreneurs chambers of commerce, with shows of folkloric million euros of exports. Foodex is a great op- 30 days. an agreement with fi nancial Giuseppe Morale, managing will be more easily able to the Centro Estero per music and dance,” adds portunity that will permit us to grow this fi gure “Olive oil also occupies a establishments on the island: director general of the De- create partnerships with their l’Internazionalizzazione Cirio, who also notes that in the coming years. » choice role among our spe- Entrepreneurs have advanta- partment of Structural Op- counterparts on the southern © Antonio Scarpi - Fotolia.com © (Piemonte Agency for In- the city has known a “tour- Mino Taricco cialties, as does wine. Our geous conditions for the re- erations within the Regional coast in order to reach a cer- vestments, Export and ism boom” in the past 15 Regional Minister of Agriculture exports to Japan for these two imbursement of their loans. Ministry of Agriculture. A tain critical mass,” analyzes Tourism). Japan is Pied- years. “Wine in the spring, products are in development. In addition, the regional gov- hundred offi ces distributed Turano. mont’s fourth export mar- truffl es in the fall and ski- good food has to be savored the Piedmont region in Ja- More than a dozen wine ernment has received a bil- throughout the island refl ect The agro-alimentary sector ket, with sales totaling ing in winter: Our offer is slowly to be really appreci- pan is the recent deal with cellars regularly send cases lion euros from the Europe- the various measures sup- is about 8,000 companies some 40 million euros a very attractive,” explains ated. It’s no wonder that several supermarket chains there. Preserves and dishes an Rural Development Plan. porting innovation mainly strong in the province of Tra- Cirio. “Also, we have new it’s in Piedmont, home to to include a Piedmontese prepared with fi sh, with tuna “We are the fi rst administra- fi nanced by European Com- pani. Many of them are par- events each year. For in- some of the most demand- food stand in local stores. being the main type, are tion to use all of the funds al- munity funds. ticipating in Foodex 2009. stance, an exhibition on ing gourmets in the world, Another initiative, which also being met with grow- located to us. There are still The province of Trapani — “Perseverance is essential Caravaggio, the Chocolate that the concept of Slow doesn’t have anything to ing success. Several Sicilian many networks to develop. Sicily has nine provinces — and we are there each year to Fair and the White Truffl e Food was born. Slow Food do with food culture, but companies can be found at Japan is very interested in has taken a leg up on mar- keep our customers faithful White Nights. We are be- has become a worldwide with culture, is the current Foodex in order to increase our fl owers. Bougainvilleas keting and brand image. “A and to make new ones. Our coming the world’s truf- movement (it now operates traveling exhibition of part their market,” continues La fl e capital and since it is in 105 countries) advocat- of the collection of Turin’s Via, who adds that a promo- Vox Media Partner & Veritas Communications produced this report a rare and luxury product, ing a radical transforma- Egyptian Museum. This tional campaign for Sicilian Thank you to: Ferdinando Pastore; Maria Cristina Ponti; Sandro Pettinato; Lorenzo Pirrotta; Nicoletta Prandi Special thanks to Mary Coonen we celebrate it with fi rst- tion of our eating habits. world-famous establish- products will begin in Japan Managing Editor: Amedeo Mangili - B.D.M.: Miruna Gheordunescu - Project Manager: Gloria Fossati class events.” The founder of Slow Food, ment holds the second- at the end of this year, last- Senior Editor: Gérard Dufour - Technical Director: Gaia Galli - Layout: GioPepe Alberto Cirio Piedmont’s regional gov- Carlo Petrini, explains, “In- largest collection of Egyp- ing until March 2010, thanks Executive Director: Sandra Thuard - Translation Editors: Mary Stuebner and Nathalie Bourgeois President, International ernment traveled to Tokyo dustrialization has forced tian art in the world, after to a partnership with a large Supervising Editor: Rob Train - General Manager: Gregory S. Coonen Show of White Truffl e of Alba last September for an of- many artisans to close shop the Cairo Museum. Japanese distributor. www.voxmediapartner.com

PAGE: 13 12 THE JAPAN TIMES MONDAY, MARCH 2, 2009 Special Economic Reports (3) 第３種郵便物認可 Italy at Foodex Italy at Foodex

Mino Taricco, herald of diversity riums imposed by the Euro- pean Union on several spe- Economic data Piedmont Since his appointment at and the Piedmont region? A: Certain of our products Sicily cies. We have entered into Regional Minister of Agriculture: the helm of the regional Answer: The Japanese already enjoy strong brand partnerships with countries Giovanni La Via Well-known know-how Ministry of Agriculture, market is of growing im- recognition in international such as Egypt and Tunisia. Regional Minister of Fishing and Cooperation : Mino Taricco has been suc- portance to our region. The markets, but clearly some The isle of gastronomy In exchange for a transfer of Roberto Di Mauro cessful in negotiating key country offers signifi cant require specifi c promotion- knowledge, several Sicilian The Agricultural sector has a GDP of € 4 billion, with agreements for the region commercial potential for al campaigns to develop ships will fi sh in their territo- 330,000 companies. Italian leader for bio agriculture with more than 8,500 bio companies (200.000 ha). of Piedmont’s agricultural our producers, especially a following. Since 2008, rial waters and we share the sector. The payment from as relatively few products wines such as La Barbera catch. We hope to make our Main productions :

the national government have made it to date. The d’Asti and La Barbera del Trapani © Province of island a turntable for fi shing Red Oranges of Sicily IGP certifi ed (€ 700 million) Wines (€ 350 million) of 1 billion euros to his re- Japanese greatly appreci- Monferrato Superiore ben- Mino Taricco Giuseppe Pace in the Mediterranean by in- Extra-virgin olive oil (€ 200 million) gion as per the 2007-2013 ate the quality that we are efi t from DOC, but despite Regional Minister of Agriculture President, Chamber of creasing the number of bilat- Agroindustry : Rural Development Plan is capable of offering con- this, they are still little Piedmont Commerce of Trapani eral agreements,” continues 38,000 companies in agro-industry; 261 regional traditional perhaps most noteworthy, most interesting for the © Regional Ministry of Agriculture - Piedmont © Regional Ministry of sumers worldwide. They known. The same goes for promotional efforts must Di Mauro. (9 DOP , 5 IGP, 23 DOC certifi ed products). but he also brought about are already ranked the our rice: A protected origin provinces in the east of also be used to attract for- In order to achieve this goal Main products exported to Japan: extra-virgin olive oil, wines, red the simplifi cation of ad- fourth-largest importers of naming was approved last the region for obvious eign investors. The message and guarantee top-quality oranges, fi sh (tuna). ministrative procedures our products outside the year. We should be multi- proximity reasons. The to be passed on is that we fi sh to the fi nal customer, the For more informations : linked to community aid European Union. The value plying our communication local authorities are nego- have excellent-quality raw authorities have launched www.regione.sicilia.it ; www.regione.sicilia.it/mangiaresicuro ; to producers. Taricco was of our exports exceeds 40 efforts to raise awareness tiating which role they are materials here to develop a large infrastructure mod- www.regione.sicilia.it/Agricolturaeforeste/Assessorato ; www.regione.sicilia.it/agricolturaeforeste/foreste/ ; www.vitevino.it ; also the driving force be- million euros and we sup- in international markets to play with the region of their products. The province ernization program. “Harbor www.terra-multimedialeagricoltura.it ; www.sprintsicilia.it ; hind the modifi cation of port all the initiatives that of the great strides we Lombardy. The increase has the largest vineyard and installations at Catania and www.distrettopesca.it . the regulations that apply will permit us to grow this have made. This will also in tourism to the region the most powerful fi shing Palermo, cold rooms, logis- to the DOC labels and suc- fi gure in the coming years. concern our bovine meat: will doubtless be signifi - fl eet in all of Sicily,” ensures tical services. . . . We have set “Quality alone will make it ures for fi shing resources. cessfully repositioned the This is a very demanding The Piedmont region has cant. The variety of our Giuseppe Pace, president of up an effi cient distribution possible for consumers to We succeeded in pulling Asti sparkling wine in the market that abounds with 300,000 cows of an ex- territory bequeathed us the Chamber of Commerce chain to deliver the goods accept an increase in price together several Mediterra- market. At the same time, lovers of Italian products. ceptional breed, providing with a range of 370 tradi- of Trapani, for whom the under the best conditions and to increase revenue for nean countries and private this dynamic 50-year-old More generally, our exports highly nutritional meat. tional products, of which bursting of the agro-alimen- to the most distant markets. our companies. At the same contractors in this initiative,” dedicates great energy to jumped 13 percent during Q: How is Piedmont pre- 16 benefi t from an DOP tary sector into a myriad of We have also opened a line time, the region also wor- exults Giovanni Tumbiolo, convincing the local pro- the semester of 2008 with paring for the 2015 Uni- and 58 from an DOC by family-owned SMEs has of credit for shipowners who ries about safeguarding its district president, who hopes ducers in his region to go regard to the same period versal Exposition, which the European Union. The some advantages: These wish to equip their boats fi shing resources. In order that Mediterranean fi sher- global. He has particularly the previous year. This will take place in Milan? Universal Expo of 2015 small companies show an with cold rooms,” states to counter the decrease in men will quickly manage to high hopes as far as the represents 1.5 billion euros A: This event, organized will represent a unique incredible capacity to adapt Di Mauro. catches we must launch pro- unite in an interdependent potential of the Japanese in just six months. around the theme of Food opportunity to present all and call for little public aid. The Sicilian fi shing fl eet rep- grams to repopulate the sea- and rational network of com- market is concerned. Q: What measures can you for Humanity, is creat- our gastronomic treas- “Many of them will end up resents 35 percent of the Ital- beds,” continues Di Mauro. panies to fi ght competition Question: What do you take to facilitate exports of ing much interest among ures to the world, just as being even stronger after the ian fl eet. European Commu- To develop exports, the re- from the other great fi sh- think of the current ex- agro-industrial goods from the farmers of our region, we are going to do during Sicilian bluefi sh is one of the most loved seafoods on the Japanese market. Its fi shing tradition has always been part of the Sicilian culture. crisis. They are accustomed nity policy condemns a third gion fi nances a total of 50 ing zones in the world such changes between Japan your region? even though it is clearly Foodex. he empire’s bread- A commercial operation and geraniums are highly to getting by on their own of the boats to extinction. In percent of the expenses of as Southeast Asia and the Wine, cheese, white truffl es, pork, pasta, rice, desserts… all traditional and certifi ed products from Piedmont. basket during the that was intended to charm favored. They are willing to resources. The best way to order to deal with this de- those companies that decide American Pacifi c. “To reach and Vercellese. There are to pay for quality, but at for Piedmont producers. year.” and we’re losing our herit- T Roman Era, Sicily Japanese consumers has al- pay 2 euros per kilo with air support them is by investing cline of facilities, Sicily must to participate in fairs and that point, we are seeking to Economic data many other fi ne delica- the same time, our prices “We travel each year to Ja- Exports from the region age, skills that are no long- has always remained faith- ready taken place: 100 Ital- transport costs for products in our infrastructure and in increase the productivity and international shows. It also become partners with many Regional Minister of Agriculture cies “made in Piedmont,” must remain competitive,” pan to attend professional are set to grow thanks to er transmitted to new gen- ful to its agricultural tradi- ian restaurants located in that cannot travel by boat. the promotion of our prod- profi tability of its remaining organizes visits to Sicily by countries in these poles of and Agroindustry: Mino Taricco such as fruits and vegeta- explains the regional min- fairs and exhibitions,” the recent opening in To- erations. There is no more tion, most notably due to the the main cities throughout We are dealing with a culti- ucts,” adds Pace. boats. “Numerous compa- potential buyers in order to excellence. With respect for Agro-industry: bles, cheeses, delicatessen ister of agriculture. “Many comments Ferruccio Dar- kyo’s posh Daikanyama biodiversity. We have sadly richness of its volcanic soil. the country introduced is- vated public for whom price One of the assets of Sicilian nies revolve around our fl eet convince them of the qual- local traditions, we must Total Export turnover of €3 billion, 10% of the national data, 370 and chocolate. “There are producers are modernizing danello, president of the district of the Eataly gour- traded our heritage for low- Wine, olive oil, vegetables, land specialties to their cus- is not an object if the qual- agriculture is its traditional such as shipyards and net ity of local products. “The export our production meth- regional traditional products, 17 certifi ed products “DOP” and “IGP,” lots of cultural and profes- their business, and more Piedmont Federation of met store. Regional Presi- quality food.” He adds that wheat, almonds, pomegran- tomers, primarily olive oil, ity is there. Sicilian agricul- know-how, the result of a manufacturers. Our concern regional government has de- ods and modernize all trades 58 certifi ed wines, 7,675 agroindustrial companies exports to Japan sional shows and events and more young entre- Chambers of Commerce, dent Mercedes Bresso at- the Slow Food movement, ates and citrus fruits are its wine and cheese. “We are ture has higher costs than its long history that is able to is preserving maximum em- cided to grant tax credits to that revolve around fi shing for €40 million (Import €2 million). Main products exported to Japan: cheese, wines, meat, chocolat, white truffl es. dedicated to our products preneurs choose the agro- the Unioncamere Piemon- tended the inauguration. which already has 100,000 main products. Fishing also in the process of building competitors: It must target captivate consumers who are ployment. In many families the entire agro-alimentary in countries such as Libya, and gastronomy,” adds business, which is very te, and of the Chamber of Eataly is a gourmet food members, including 30,000 plays an important role in our brand image based on the high end and play the Girolamo Turano increasingly more eager for there have already been four sector for a total amount of Egypt, Malta, etc. The stand- For more informations: Ta-ricco. “To name a few, encouraging. More than Commerce of Cuneo. “Of chain created in Turin a Italians, aims to “raise pub- the coastal areas, where tuna quality. Our foreign sales of ‘difference’ card in order to President authenticity. “We have noth- or fi ve generations of fi sher- 100 million euros. The law ardization of practices will www.regione.piemonte.it ; www.pie.camcom.it ; www.slowfood.it ; Trapani www.fi eradeltartufo.org ; www.centroestero.org ; Turin’s International Taste 2,000 young adults apply course, Foodex is at the few years ago and now Carlo Petrini lic awareness and defend fi shing dates back to the market garden products and sell its products,” concludes ing to invent. Our climate men. A whole section of Si- will be voted on in June. allow for common resource www.regione.piemonte.it/agri/vetrina. Fair, the Truffl e Fair in each year to the Rural De- top of our agenda. Some rapidly expanding abroad. President, quality.” mists of time. fruit are around 120 million La Via who gives the island’s few months ago we drew up and our soil gave birth long cilian culture is related to this Poultry farming, the market- management. Pisciculture, Alba, the Douja d’Or wine velopment Program, which 20 to 25 enterprises attend Wealthy gourmets will un- Slow Food International One of the most recent ini- “We have numerous tradi- euros per year. We also ex- olives as an example, which a new logo, a fl ower that has ago to characteristic products activity. The necessary pas- ing of fi sh and meat. . . . We training, naval construction he Piedmont re- in Piedmont, including 58 festival in Asti.... The list grants loans specifi cally the fair each year. This is doubtedly fi nd at Daikan- fi cial visit during which tiatives by Slow Food is the tional products that we are port two-thirds of our bot- cannot be mechanically har- the contours of our territory and practices that are still sage from craft to industry want to give a nudge in the . . . the guidelines for coop- gion represents 10 Controlled Denomination is so long! Our objective is adapted to food start-ups. proof of the emphasis we yama’s Eataly the rare Regional President Bresso Terra Madre exhibition, beginning to successfully tled wine production. The vested. with the sun at its center. It relevant today. Moderniza- must be done with delicacy right direction to our produc- eration are numerous and T percent of Italy’s of Origin wines (DOC to create synergies among Also, by promoting small put on marketing, some- white truffl es of Alba, held talks with Japan’s organized for the fi rst time sell on the international mar- province of Trapani has a Price cannot be the only will identify our local prod- tion and internationalization and dialogue,” emphasizes ers in this time of crisis and Sicily intends to play a cen- agro-food sector. With 1.1 according to the Italian all these initiatives in or- enterprises and quality thing we had neglected a genuine Piedmontese vice minister of economy, during the 2008 Interna- ket. We have been exporting particularly strong wine sales point for oil produc- ucts. We have also founded are our two priorities in or- the regional minister of co- help them open new interna- tral role in bringing together million hectares of culti- acronym). However, the der to promote more ef- products, we support sus- for many years. But we’re treat whose market price Hiroyuki Ishige. Offi cials tional Taste Fair of Turin. blood oranges to Japan for network. Our main custom- ers. The size of the farms a scientifi c committee whose der to make these resources operation, crafts and fi shing. tional markets,” concludes the two banks of the Medi- vated land, this region dot- variety of our produc- fectively all our products. tainable agriculture, rather catching up fast. One of can vary, depending on announced a calendar “Terra Madre is a showcase quite some time. It took us ers are in Western Europe, is another weakness in the objective is to improve the profi table,” explains Roberto In the long run, modernizing Di Mauro. terranean,” adds Tumbiolo. ted with gentle hills and tion is also an obstacle, in We’re encouraging profes- than mass production.” our most recent achieve- the year, from an aver- of events that includes, for thousands of small pro- three years to create an ef- but the fl ow toward Eastern island’s agriculture: They quality of our agro-alimen- Di Mauro, regional minister the sector will facilitate the The authorities are mobi- The island wants to revive irrigated by the Po river is particular for our exports, sionals from all sectors to One of the richest coun- ments is that we have be- age 4,000 euros a kilo up among others, a Taste Fes- ducers,” comments Petrini. fective sanitary mechanism Europe, including Russia, is are generally less than 1 tary products and particular- of cooperation, crafts and traceability of marketed fi sh: lizing all institutions, eco- its medieval vocation of be- home to a powerful agro- because our small produc- coordinate their actions.” tries in the world, Japan is come the fi rst foreign wine to the record 7,000 euros/ tival. They also agreed on “Around a thousand chefs to avoid contamination by a hectare. It is diffi cult under ly that of our wines, a very fi shing, who announces that Ecologists and consumers nomic agents and scientifi c ing a cultural bridge between industry, with thousands ers do not have enough A visit to Piedmont is an also home to one of the fi n- provider of the United kilo registered two years common measures to guar- and some 250 universities species of Mediterranean fl y. these conditions to build an important sector for us in specifi c organizations were will benefi t from it. A label personnel in the creation of East and West, a golden era of small family businesses fi nancial resources to ex- absolute “must” for cacao est cuisines on the planet. States. In Japan, we still ago. President of the White antee food security. Dele- attended this event. This We are continuing our efforts effective commercial or- which we must increase our created to help the differ- “Fish of Sicily” will soon organizations to aid the vari- that gave it some of its most specializing in upmarket pand on foreign markets. buffs. The region’s choco- As such, it is a key market have a relatively low turn- Truffl e International Fair gates of Japan’s Isetan de- success shows that our ide- to widen the range of our ag- ganization. “We are working competitiveness,” declares ent networks. The Fishing identify the island’s fi sh. ous networks as can be seen beautiful monuments. products and large multi- We are working on how late factories have been over, but we’re on a posi- of Alba, Alberto Cirio, ex- partment store chain will as are now widely spread.” ricultural exports,” explains on several fronts to create Girolamo Turano, president Development Consortium in the Regional Fishing Dis- nationals such as Ferrero. to restructure the sector to known since the 18th cen- tive trend.” plains, “From September attend Turin’s Taste Fair Slow Food’s revenues are Giovanni La Via, regional synergy between producers. of the province. Trapani also (COSVAP), for example, trict, the municipality of Ma- Some 67,000 farms and boost our sales abroad.” tury for their creativity. Out of 753 Denominations to December, the whole life and Japan will host an ex- mostly based on the sales minister of agriculture and The traditional individualist has a Traditional Product is in charge of attending to zara del Vallo, the Chamber 7,675 food-processing Piedmont wines have al- Among the region’s most of Origin offi cially rec- of the city revolves around hibition on the residences of two very popular guides, forestry. Blood oranges are a mentality is not helping us, Development and Promotion the development of fi shing of Commerce of Trapani, the factories are based here. ready benefi ted from the famous chocolate creations ognized by the European the white truffl e. Once a of the House of Savoy, as the restaurant guide Guida novelty for Japanese consum- but we are working toward Agency whose mission is to and the fi sh-processing in- National Research Center “Piedmont is character- generalization of the sys- are the Easter egg, Nutella Union, Italy has a record year, producers sell their well as on the Piedmon- delle Osterie d’Italia and ers who are willing to pay building consortiums that unite the efforts of the private dustry. Its headquarters is at and the universities of Tra- ized by a rich variety of tem of certifi cation and cream and, a sweet known 173, of which 42 are from lots at the auction market, tese sites on UNESCO’s the wine guide Guida dei the extra cost of a 28-day sea will be able to effectively sector in order to conquer Mazara del Vallo, where this pani and Palermo. land, which is why we label of origin. to television audiences all the province of Cuneo. “We a system that was fi rst put World Heritage List. Vini d’Italia. voyage. Giovanni La Via manage our controlled origin foreign markets. “The idea sector employs more than “The contribution of biolo- produce so many differ- Piedmont produces 60 per- around the world, the Fer- are truly the European cap- in place 80 years ago.” Any gourmet knows that Another initiative led by Delivered cargoes have in- Regional Minister of Agriculture names and fi nance research is to allow the agro-alimen- 6,000 people, mainly in the gists is essential. In 2006, we ent food products,” says cent of Italy’s rice output. rero Rocher. ital of quality food,” says Nowadays, bidders from creased exponentially over Sicily activities. The Sicilian agro- tary sector to benefi t from canning industry. “Sicilian founded an Observatory for the regional minister of And the only Italian rice “Quality is more important Dardanello. “We export around the world take part « Piedmont agro-food exports jumped 13 the past three years, going becoming more important,” alimentary sector is gradu- the know-how of the most fi shermen work in the Medi- Fishing in the Mediterranean agriculture, Mino Ta-ric- that has a Denomination than ever to gain market Ferruccio Dardanello cheese, wine and pastries. in the auction, which is from one to 45 containers. specifi es La Via who an- ally being built. Our objec- powerful companies. There terranean as well as the At- Roberto Di Mauro to improve our knowledge Giovanni Tumbiolo co. “More than 370 tradi- of Origin label is produced share. We target upmarket President, The majority of our pro- broadcast live by satellite percent during the semester of 2008 with Sicilian table grapes are nounces that the networks tive is to project a strong is no room for improvisation lantic. There are 156 active Regional Minister of Fishing of commercial species and President, Fishing District tional products are made here, the Baraggia Biellese consumers who are willing Unioncamere Piedmont ducers are SMEs. In order to various large foreign regard to the same period the previous year. starting along a similar path, and companies who rely on image of quality products in this area. The introduction companies that face morato- Sicily to set up protection meas- of Mazara del Vallo

to help them export to for- capitals. “During the fair, This represents 1.5 billion euros in just six with studies under way to quality are those who are on the national scene. We of a free-trade zone in the Sicilian IGP-certifi ed red oranges had to undergo a strict phytosanitary check in order to access the Japanese market. Currently, the market request for this product is very high. eign markets, the regional there are lots of events months. The Japanese market is of growing remove all of its parasites. suffering less in the crisis. have neglected marketing Mediterranean area in 2010 government has created, in around town, especially New methods have already To help the producers mod- and the additional revenue it also opens good prospects importance to our region, with more than 40 partnership with regional in the medieval quarters, increased their shelf life to ernize, the region has signed brings for too long,” affi rms for us. Our entrepreneurs chambers of commerce, with shows of folkloric million euros of exports. Foodex is a great op- 30 days. an agreement with fi nancial Giuseppe Morale, managing will be more easily able to the Centro Estero per music and dance,” adds portunity that will permit us to grow this fi gure “Olive oil also occupies a establishments on the island: director general of the De- create partnerships with their l’Internazionalizzazione Cirio, who also notes that in the coming years. » choice role among our spe- Entrepreneurs have advanta- partment of Structural Op- counterparts on the southern © Antonio Scarpi - Fotolia.com © (Piemonte Agency for In- the city has known a “tour- Mino Taricco cialties, as does wine. Our geous conditions for the re- erations within the Regional coast in order to reach a cer- vestments, Export and ism boom” in the past 15 Regional Minister of Agriculture exports to Japan for these two imbursement of their loans. Ministry of Agriculture. A tain critical mass,” analyzes Tourism). Japan is Pied- years. “Wine in the spring, products are in development. In addition, the regional gov- hundred offi ces distributed Turano. mont’s fourth export mar- truffl es in the fall and ski- good food has to be savored the Piedmont region in Ja- More than a dozen wine ernment has received a bil- throughout the island refl ect The agro-alimentary sector ket, with sales totaling ing in winter: Our offer is slowly to be really appreci- pan is the recent deal with cellars regularly send cases lion euros from the Europe- the various measures sup- is about 8,000 companies some 40 million euros a very attractive,” explains ated. It’s no wonder that several supermarket chains there. Preserves and dishes an Rural Development Plan. porting innovation mainly strong in the province of Tra- Cirio. “Also, we have new it’s in Piedmont, home to to include a Piedmontese prepared with fi sh, with tuna “We are the fi rst administra- fi nanced by European Com- pani. Many of them are par- events each year. For in- some of the most demand- food stand in local stores. being the main type, are tion to use all of the funds al- munity funds. ticipating in Foodex 2009. stance, an exhibition on ing gourmets in the world, Another initiative, which also being met with grow- located to us. There are still The province of Trapani — “Perseverance is essential Caravaggio, the Chocolate that the concept of Slow doesn’t have anything to ing success. Several Sicilian many networks to develop. Sicily has nine provinces — and we are there each year to Fair and the White Truffl e Food was born. Slow Food do with food culture, but companies can be found at Japan is very interested in has taken a leg up on mar- keep our customers faithful White Nights. We are be- has become a worldwide with culture, is the current Foodex in order to increase our fl owers. Bougainvilleas keting and brand image. “A and to make new ones. Our coming the world’s truf- movement (it now operates traveling exhibition of part their market,” continues La fl e capital and since it is in 105 countries) advocat- of the collection of Turin’s Via, who adds that a promo- Vox Media Partner & Veritas Communications produced this report a rare and luxury product, ing a radical transforma- Egyptian Museum. This tional campaign for Sicilian Thank you to: Ferdinando Pastore; Maria Cristina Ponti; Sandro Pettinato; Lorenzo Pirrotta; Nicoletta Prandi Special thanks to Mary Coonen we celebrate it with fi rst- tion of our eating habits. world-famous establish- products will begin in Japan Managing Editor: Amedeo Mangili - B.D.M.: Miruna Gheordunescu - Project Manager: Gloria Fossati class events.” The founder of Slow Food, ment holds the second- at the end of this year, last- Senior Editor: Gérard Dufour - Technical Director: Gaia Galli - Layout: GioPepe Alberto Cirio Piedmont’s regional gov- Carlo Petrini, explains, “In- largest collection of Egyp- ing until March 2010, thanks Executive Director: Sandra Thuard - Translation Editors: Mary Stuebner and Nathalie Bourgeois President, International ernment traveled to Tokyo dustrialization has forced tian art in the world, after to a partnership with a large Supervising Editor: Rob Train - General Manager: Gregory S. Coonen Show of White Truffl e of Alba last September for an of- many artisans to close shop the Cairo Museum. Japanese distributor. www.voxmediapartner.com

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