The history of Italian businesses as a "history of innovations". From the Olivetti Lettera 22 typewriter which, restored and painted with the colors of the Italian flag, continues to sell, to the two lions on the Mutti tomato packages, which served to make the product recognizable even to illiterates, at the beginning of the 20th century. first machines to transform the Gentilini Biscuits oven into a cutting-edge factory, in the same period, to the study of balloons by a street vendor who gave birth to Gemar. And, arriving today, the new My Italian Product portal to purchase Italian items on the web on a single platform.
Stories and anecdotes follow one another on the stage of the final stage of the roadshow "Tradition and Innovation Made in Italy.
The protagonists tell their stories", which was held in Rome, as part of the Made in Italy week. As in previous events in Rome, Milan, Bari, Salerno, Modena, Turin and Ancona, the Italy of ingenuity and excellence in the world is on display.
"With the Made in Italy project we intend to give our contribution to the story of the excellence of Italian entrepreneurship by its protagonists, involving the institutions, at a governmental and local level, to encourage a more profitable collaboration", declared the founder of the Roberto Santori project announcing the new edition of the roadshow starting next autumn and also appointments abroad. We start from Barcelona where an event will be held in May, then Madrid and other possible destinations from South America to the United Arab Emirates.
"We are working to create a format that is exportable, in order to spread this positive narrative at a national and international level", added Santori, determined to defeat the negativity that too often prevails when Italians talk about Italy.
"We realized how much Made in Italy and the values it represents are understood with more favor and attention abroad than here." From this "anger", four years ago, the idea of collecting and telling the stories of successful businesses was born, initially with a community on social networks, to make them become "everyone's heritage, especially young people". The CEO of Teleperformance Knowledge Services, Gabriele Albani, presented research carried out on a sample of 2,000 Italians between 18 and 65 years old, representative of the population by gender and geographical area. It emerges that the value of the Made in Italy brand is increasingly recognized and that Italians are willing to pay 20% more to have authentic, quality products.
"Our research - said Albani - confirms that 'Made in Italy' is a brand that for those interviewed means quality, attention to detail, exclusivity, innovation, but above all generation of value for the national economy, in which to participate indirectly with own purchases. The research reveals overall a sensitivity of Italians to the issue of Made in Italy, which emerges as a value to be communicated, strengthened and defended." The work was concluded by Sace's head of education, business promotion & supply chain, Mariangela Siciliano, who illustrated the work to support the growth of Italian companies that innovate.