(ANSA) - ROME - The Italian Hospitality brand is born for Italian pizzerias around the world.
The initiative, promoted by Unioncamere with the support of the National Tourism Research Institute, aims to identify, qualify and enhance the structures that make quality, distinctiveness and the combination of destination - tourist product the central elements of its offer.
If in the pre-pandemic period the sector had 150,000 employees in Italy with a turnover of 15 billion euros and at least over 60 billion worldwide, the latest data confirm 72,000 restaurants and pizzerias managed by Italians abroad who they collect over 27 billion euros a year.
With such a wide spread of consumption, the brand becomes one of the most important institutional measures for the defense against numerous attempts at plagiarism of this symbol of the Italian tradition and for the protection of its production process and the primary nature of the ingredients.
After the restaurants and ice cream parlors, therefore, also the pizzerias will be able to boast a distinctive recognition capable of making them emerge from the market, thanks to the quality and Italian elements ascertained with objective and impartial checks.
The specification allows to take into consideration every typical pizza characteristic of the different Italian regions, with 10 rules ranging from the professionalism of the pizza chefs, to the service offered, to the products used for the recipes, with an attention paid to
use of the Italian language for some specific passages that affect communication.
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