Italy’s cultural and agricultural ministries launched a campaign declaring 2018 “the year of Italian food.” The objective of the campaign, which started last month, is to promote the cultural, social, and aesthetic value of Italian food and wine all over the world.
The campaign was launched through the social media of the ministry and was accompanied by events promoting specific areas and products such as the Pantelleria vine, the landscapes of Langhe Roero and Monferrato, Parma’s gastronomic tradition and Neapolitan pizza.
Through a strategy linking food, art and landscape, the government intends to promote tourism through both national tourism agency ENIT and the network of Italian embassies worldwide to highlight how much food and wine are part of Italy’s cultural identity.
“We have a unique heritage worldwide which, thanks to the year dedicated to food, we will be able to promote even more,” said Maurizio Martina, Italy’s Agriculture Minister.
Among the initiatives launched were also events in support of the lands of Prosecco bubbly wine and pasta Amatriciana as UNESCO candidates.
Martina said to be confident about a new momentum for Italy’s food, if this momentum is ever needed.
“It’s not only a matter of stressing the economic success of this sector which in 2017 reached record exports worth 40 billion euros but also of stressing the deep connection between food, land and cultural identity,” he said.
“We will do this through a new project on food districts,” which will involve farmers, fishermen and chefs.
The minister said 2018 will be dedicated to Gualtiero Marchesi, doyen of Italy’s superchefs, who died on December 26 and embodied “all these values, promoting them at an international level.”
Cultural Minister Dario Franceschini said the year of Italian food will provide an important occasion to “make a big investment on the image of our country in the world.”