Geographical Indications: Italian Food, Made Official Or “Complicated Simplicity”

For the first time in this blog, I have the pleasure to feature a guest post. This article is by enologist, writer, and photographer Melinda King. To know more about Melinda, check out The Premise of Italian Cuisine podcast.

Melinda King

Italian culture is special in ways that are delicately combined, tangible and intangible. It would be impossible to disconnect Italian culture from the topic of Italian food, and the entire nation is formed by connections of things grown and eaten. Eating evokes emotional, memory, sensory, spiritual, and gustatory reactions, which are born from chemistry and imagination. This is a proud food system made from thousands of years of place-specific combinations; exceptional raw ingredients, combined and shared at tables, are traded in markets and perfected with love. Italian flavors are a stunning collection of colorful stories that grow from field to city, within regions—after all, the country was a collection of nation-states until unification in 1861. The subject of authenticity is constant to hungry Italians, who does it best, according to the way it is supposed to be done. Although they are talented innovators, tradition is the mark of excellence and respect. Thus, we are left to wonder: what is Italian food? What is Italian? Now, the country that has been a historical crossroads is asking serious questions about identity. Thoughts on the Table is the brilliant work of a worldly Italian (Paolo Rigiroli) who is brave enough to explore these themes. What Italians eat (and how), he reminds us, is every bit who they are.

And it is the Italians who have the hardest time answering these queries. The food is a source of incredible comfort and passion, and it is very difficult to reach conclusions. In an effort to distill one singular definition for the entirety of “Italian food,” one might say it is agriculture. This reminds us that the cuisine is an honorable and humble form of hard work. It is the superlative expression of microclimate, microbiology, and sunshine. It is the Italian people, respecting the gifts of their land, who proceed to turn wheat fields into toothsome vermicelli, lemons to acrid limoncello, winter cabbage into soothing ribollita, and 140-kg pigs into rose-leather prosciutto. Wine is further example of Italian agricultural genius.

How is it possible to organize such an enormous, magnificent topic? Taking into consideration so many places, dialects, seasons, and details, what is Italian food, and where does it come from? Are we being too precious about what we eat? Does place truly matter? And how can an entire nation be world-known such a thing as flavor?

Italian PGI olive oil sold in the UK.[Photo by Paolo Rigiroli]Recently, a friend of mine traveled to Rome, and wanted to buy a bottle of “authentic” Italian olive oil, to take with him back to Sweden. He found a large store, and assumed it would be a simple purchase. He tells me that it took forty minutes for him to decide on a single bottle, after asking three employees for help and making various searches on his cell phone. “There were so many bottles!” he exclaimed. “So many oils, from so many places, and so many different prices! Why do they do this?” In the end, he bought the smallest one, and left. Italy is very proud of its products, and olive oil is an incredibly critical topic. I imagine my friend saw bottles from Puglia, Veneto, Sicilia, Toscana, and Umbria, at the least, as each claims its olives to be the best. There are then the categories of oils (virgin, extra virgin, cold press, organic, biodynamic, gold label, etc.) and sizes (1 oz. flavored with pepperoncini or truffle) to 5 kg. The oils are sacred to the places they come from, and one would use local oil for local dishes. Moreover, every Italian olive has different compounds (peppery, golden, green, honey, smoky, juniper), that is tied to the environment it was grown and processed in. Hundreds of such compounds have been identified which contribute to the distinctive organoleptic characteristics that make Italian olive oil so exceptional.

Added to that, there are currently some issues in the worldwide olive oil industry, as origin is not easy to certify. Olives may be grown in Tunisia, and bottled in Spain. California olive oils companies used to quietly fly their products to southern Italy, where the plane would touch down and fill with gas, only to return to California for sale. This meant the oil bottles could be labeled with the words “From Italy.” Confusion is rampant in the marketplace, considering the brand of Italian foods.

How can Italian food protect and promote itself, and guarantee quality? This is important, more than ever, with the increasing global economy—and with new technologies (it is easier to mass produce foods, or copy ones already existing). What about Italian traditions? The individual state governments of Europe have, for the past few decades, been dealing with these issues within their own cultures. How to protect the integrity of Bulgarian cheeses, Greek wine, or German blood sausage? Italy was the second country, after France, to take action on certifying its natural food products. It was both a post-war reaction to economic and land issues, as well as a way to acknowledge the most important pieces of lifestyle. European states have since cooperated under the umbrella of the European Union, recognizing one another’s specialized products. Italy has been a tremendous example in this movement, to certify traditions in and out of its borders.

This does not mean that Italy published a list of official foods. Protected status does not cover lasagna and tiramisu. The topic is Geographical Indications (GI), and means that certain food products are trademarked as Italian, and cannot be impersonated or misrepresented. To be certified, the item must have a specific place of origin, a historically documented meaning, and production methods that adhere to exact steps and standards. They are the ingredients (animal products, herbs, fruits, vegetables, legumes, and dairy products) that make Italian food “Italian,” that they are raised in Italy, by Italians, where taste represents what cannot be verbalized. It is also a way to maintain identity, while earning a decent income. This applies to small-time producers, as well as the entire industries.

Geographical indications (GIs) is a legal status, represented with a visual package or label symbol, that identify a food as having originated from a specific place where a given attribute, reputation, or other characteristic of that good is attributable to its geographical home. GIs act like a trademark–once established, they confer certain exclusive rights to the owner. Unlike other intellectual property rights (patents, trademarks, copyrights), GIs are owned collectively by all producers in a region, rather than by an individual or a single company.

Note: there are Geographical indications are over the world (China, India, Sweden, Australia, South Africa, etc.). The United States is currently trying to garner support for their own system of GI (Georgia peaches, Idaho potatoes, California avocados), but the reputations of such products, and a strong system of capitalism, prevents the need for place/product protection. This article seeks to concentrate on the Italian context.

France was the first to certify national butter, cheese, and wine products (Appellation d’Origine Contrôlée, AOC). Roquefort cheese was regulated by a parliamentary decree in the year 1411; the modern system was reinstated in France in 1919. Italians followed with their own GI organization, post-war, as a way of naming and protecting cultural property within a delicate economic structure. Geographical indications were created by the European Union with Regulation 2081/921, seeking to solve communication problems between and within countries, for consumers and producers, while promoting rural development. Italian GI goods earned €15.2 million in production value in 2018, contributing 18% of the national agricultural economy.

There are 550 Sicilian growers certified for Sicilian arancia rossa (blood red oranges, IGP); each farm cultivates the same three arancia rossa varieties (there are three) according to the same rules, and is overseen and organized by a central ruling body called a consorzio. Each consorzio reports to the Ministero delle Politiche Agricole Alimentari, Forestali e del Turismo (MIPAAF), (Ministry of Agricultural, Food and Forestry Policies). These fruits are monitored by the Italian government, and have protection within the European Union.

The GI system has broad and precise stated objectives:

  • To promote foods, beverages, and wines with specific characteristics, particularly those coming from less-known or rural areas;
  • To improve the income of farmers who make “genuine effort to improve quality”;
  • Sustaining populations in rural areas;
  • Providing clear and “not-misleading” information to consumers regarding product origin;
  • Preserving cultural and historical identity.

Place-defined products connect value between food and territory, thus guaranteeing the quality for which a consumer pays a premium. The idea is to further prevent unwanted third parties from using terms, tactics, and marketing that mislead and misrepresent. Italian pride and livelihoods remain in the balance.

There are currently three European Union schemes for geographic preservation:

EU quality schemes
The EU Protected Geographical Status logos.
[Fair use of copyrighted logos]
  1. Protected Designation of Origin (PDO, red symbol): the entire product must be traditionally and entirely manufactured (prepared, processed and produced) within the specific region.
  2. Protected Geographical Indication (PGI, blue symbol): the entire product must be traditionally and at least partially manufactured (prepared, processed or produced) within the specific region.
  3. Traditional Specialties Guaranteed (TSG): food must be of “specific character” and either the raw materials, production method, or processing must be done in exact area (consistent for a minimum of 30 years).
PDO apples
The PDO logo applied on “Val di Non” apples, which are coincidentally brand-named ‘Melinda’.) [Photo by Melinda King]
Gorgonzola DOP
Gorgonzola DOP sold in the United Kingdom, branded with both the PDO and the Consorzio logos.

Protected Italian Foods

Many of the GI items are known to anyone interested in Italian eating. The names of these items are synonymous with the places they come from, and the name alone acts as an Italian ambassador. Some of the expected items on the list: PDO Chianti Classico olive oil, PDO Lago di Garda olive oil, PDO Mortadella, Asiago cheese, PDO Basilico Genovese (think pesto), PDO Mozzarella di Bufala Campana, IGP Nocciola Piemonte (hazelnuts famed for chocolates).

Still, most of the items may be called peculiar or even uninteresting to those outside the places they are made. Some unexpected items: IGP Acciughe sotto sale del Mar Ligure (anchovies), IGP Carota dell’Altopiano del Fucino (“A carrot? That’s not sexy!”), Pane di Matera (specialized bread loaves from the Sassi cave town), three kinds of saffron, IGP Bresaola della Valtellina (dried horse meat is highly esteemed), four kinds of asparagus (Bassano, especially), five kinds of lemons, eight kinds of chestnuts, Bergamotto di Reggio Calabria essential oil, Kiwi Latina (an Italian kiwi? Yes, and it is magnificent!). Of course, this country is always surprising.

Asparagus
Asparagus, unexpected IGP. [Phtoto by Melinda King]
It is quite common to see the PDO or IGP acronym in a restaurant or gelateria, where the pride of place ingredients is translated to the consumer, as a promise of something real and delicious to be had. And with the force of 0 KM eating, Slow Foods, Bio, Organic, and artisanal products, GI label status is not only economic, but “cool.”

Pepite McDonalds
The Italian McDonald’s featuring IG products. [Screenshot from www.mcdonalds.it]

Cin Cin

Italian wines have an exceptional portion of Geographical Indications to endorsement. GI wines are a vital element, though controversial, in the business and character of Italian winemaking. Autochthonous (native) grapes represent distinctive zones and methods of viticulture, each with unique climactic features. Nerello Mascaelese is a grape that only grows on Mount Etna, in Sicily; this grape is authorized as one of the grapes to be used in the Etna DOC red wine. Nerello Mascalese has been growing in this place for centuries. Popular international varieties such as Merlot, Cabernet Sauvignon, or Syrah need no protection–nor do they have such a significant history, cultivation, or sensory connection to Italian soil.

In 1964, Italy established a series of laws to safeguard the brilliance and authenticity of their wines. The directives define wines by characteristics such as: type of grape(s) used, alcohol content, bottling, labeling, how long the wine is aged, how and when to harvest, who can work the fields, machinery and tools, irrigation, naming, and sales promotions. In the last decades, several modifications and changes have been made to original legislation, as the numbers of wines and regions grow to the list. The last addition, made in 2010, established four basic categories that read consistent with concurrent European Union wine regulations (2008-2009) — Italian wines GIs are categorized as:

  1. Vini (also known as ‘generic/table wines’): wines can be produced anywhere in the territory of the EU, label includes no certain indication of place origin (of grape varieties used or vintage); only the wine color is required to be listed on the bottle label (“Tavernello” often ‘house wine’). In some cases, however, table wines can have very high quality and be sought by connoisseurs that don’t need any official certifications (‘Super Tuscans’).
  2. Vini Varietali (Varietal Wines): generic wines that derive mostly (at least 85%) from one kind of certified ‘international (grown in many places)’ grape variety (Cabernet Franc, Cabernet Sauvignon, Chardonnay, Merlot, Sauvignon Blanc, Syrah) or entirely from two or more of them; grape used or vintage may be shown on the label (e.g. “Merlot-Raboso” blend from Veneto).
  3. IGP (‘Protected Geographical Indication’ also known as IGT: ‘Typical Geographical Indication’): wines produced in a specific territory within Italy that follow precise regulations on allowed varieties, growing and vinification practices, organoleptic and chemical/physical characteristics, labeling instructions, among others (e.g. “Toscana IGT”).
  4. DOP (‘Protected Designation of Origin’) which includes two classes:
    • DOC (Controlled Designation of Origin) These wines must have been IGP wines for at least 5 years, and generally come from smaller regions within a certain IGP territory; far stricter regulations and focus on territorial personalities; a DOC wine can be promoted to DOCG after 10 years.
    • DOCG (Controlled and Guaranteed Designation of Origin) In addition to fulfilling DOC requisites, DOCG wines meet tighter analyses before going to market; they must also demonstrate a superior commercial value, and are linked with historical development.

Currently, there exist 332 DOCs (e.g. “Aleatico di Gradoli DOC”) and 73 DOCGs (e.g. “Amarone della Valpolicella DOCG”) bringing total to 405 DOPs. The financial aspects of the wine GI are momentous; a single bottle of DOCG Brunello di Montalcino can sell for up to $550. A scandal shook the Brunello consorzio in 2008 (known as “Brunellopoli”), where select winemakers were suspect for mixing lower quality wine grapes from other regions with local Sangiovese. Vineyards were quarantined and hundreds of thousands of bottles seized by authorities, facing millions of dollars in fines and years in prison. The issue was potential violation of GI purity rules, written by the Brunello Consorzio ruling body, and approved by the Italian Agricultural Ministry. Charges were ultimately dropped, and agreements to reinforce production principles were made between the Consorzio and winemakers.

Wine bottles display

I spent a number of years working in a wine business in California. When customers asked about Italian wines, they asked for wines by company or grape. Furthermore, their purchase decisions were generally based on price; customers were fascinated anytime I gave them a back story to the makers of the wine, the place it was made, or the types of grapes used. A wine was Chianti or Prosecco, but they did not know why. I would point to the labeling below the cork, when appropriate—if the bottle had the DOC or DOCG certification. “So the government says this wine is the best?” they would ask. No, I would shake my head and give a brief description of what GI represents. “Oh,” they would continue, “so the Italian government says this wine is the best?” they would repeat. Every time.

No, the government has no sensory opinion on the wines being made. This is a label that a company pays for, in a group with other companies in the same place, in order to show you, the consumer, that they mean business. The bottle of Vino Nobile di Montepulciano comes from vineyard lands that were budding vines hundreds of years before the pilgrims even built their boat. That is what the GI system would like us to remember. Currently, I am working in a vineyard/winery on Mount Etna, in Sicily. The DOC here is exceedingly proud of its work, and place (terra) is the language spoken in every glass. The soil changes from sandy to limestone, then lava rock, within a few meters, and vines stand fierce tests of weather and volcano. Add the salt of the sea and the shine of the sun, and it makes for an extraordinary natural beverage. The GI labels struggle to describe these things to an American wine shopper: philosophy of terra in an island borough founded by Greek settlers in 734 B.C.E.

Although GIs may promote a food or wine’s reputation, the level of quality is not guaranteed above similar food items. The perception of GIs is a matter of personal consumer taste and company/brand marketing, and this is an important concept to understand. For example, there may be six options of lemons at the local market. Two are certified GI status, from Siracusa (Sicilia) and Sorrento (Campania), and one from Spain. The other three, local fruits, do not list variety, but are stamped with the farm and city of origin. The GI status lemons cost twice as many Euros per kilo. Would you choose a locally made lemon, a higher priced GI, or the least expensive Spanish one?

How much sway does GI play, in the eyes of a shopper? Does it shift our priorities–taste preference, price, or place of being picked? Would you scrimp on lemons but splurge on cheese? How is this any different from brand name luxury Italian Gucci, Ferrari, or Armani? Normal people buy according to experience and reputation. If it works, they buy again. Italy, itself, has become a brand. The Italian GI is represented on the food or drink label with a small circular symbol (red and yellow or blue and yellow, depending on legal status), so we see as we buy. But these certifications are very expensive, and they require a long and thorough vetting process.

The symbol on the food (package, container, box, fruit seal, or wine label) will tell the buyer that it was made in according to the tradition of the area, by people who live there, with local or regional resources, in Italy by Italians. It will taste the way it is supposed to taste, according to history of the place, made flavorful by unique environmental conditions that only that place can provide. Terra, confirms that balsamic vinegar from Modena can only come from Modena. In this case, the Balsamic Vinegar Consorzio is a nearly secret society of older gentlemen who speak very little and carry out regular chemical “alchemical” analysis with small glass pipets and sensorial tastings. They meet in quiet rooms, and keep careful records. But they are extremely exclusive, and there is worry that the Modena vinegar community will soon disappear. It is not easy to pass on the legacy, or attract much excitement, as the work is difficult and unattractive to outsiders. This kind of work must be psychologically understood. But this is a common problem today, in Italy, with gentrification, separating family structures, and move towards tech jobs and city life.

Pomodoro di Pachino

The taste of Sicilian Pachino tomatoes cannot be reproduced. Heart-shaped Marostica cherries, from Veneto, are blessed by cool mountain breeze and warm sunshine. There is a cherry festival to honor the local fruits, as well as a famous chess game played with real-life human pawns in the Piazza degli Scacchi. The game dates back to 1454 when it was organized to settle a courtly duel between two noble lords competing for the hand of a lady. The history, the climate, and the science of place convene to create, in legal status, a true Italian flavor. Travelers can go to the game, enjoy the festival, and feel the life behind the GI, every September.

Parmigiano Reggiano cheese is a prime example of a Geographical Indication, demonstrating food as an art form. Outside Italy, “Parmesan” (originally a term from France to refer to Italian hard cheeses) is used as a generic name to identify a product (cheese-like, but not always cheese), that has a flavor reminiscent of the famed nutty bite that we know from true Parmigiano Reggiano. However, this copy food lacks the origin, and artisan producers. Parmigiano Reggiano has a singular history, taste, and identity that is unmistakably Italian. The Consorzio for Parmigiano Reggiano Cheese was formed in 1934; in 1996, Parmigiano Reggiano earned complete legal status in the EU. The Consorzio states that “the secret of its goodness originates in the place of origin, in the natural feed, our types of milk cows, the wind, the incline of our hills and goodness of grass, and in the high-quality milk with no additives.” The term “Parmesan” comes from geographical origin and means “of or from Parma.”

Parmigiano Reggiano is not only a good cheese, but also healthy and nutritious (named the official food of the International Space Station). After creation, the cheese wheels are subjected to a maturation period of at least twelve months (twenty-four for the most common version, thirty-six months and more for finer stravecchio), allowing Parmigiano Reggiano to gain its characteristic granular structure. It is made from raw cow’s milk (not pasteurized; there are 245,000 cows in the production area registered to make Parmigiano Reggiano) only grass and hay, not silage. After primary creation, the cheese is put into a brine bath of Mediterranean sea salt for about 22 days and then aged. At twelve months, each cheese is inspected by an expert grader who uses a hammer to tap the cheese and by sound detect undesirable cracks and voids. Cheeses that pass inspection are branded on the rind with an inspector logo. To guarantee each cheese and catalogue quality, each cheese wheel (40 kg) is stenciled by hand with:

  • The Parmigiano Reggiano DOP acronym and consorzio seal;
  • Identification number of dairy (there are 363 certified Parmigiano Reggiano dairies);
  • Production month and year;
  • An alphanumeric code identifying every single wheel.
Rounds of Parmigiano-Reggiano
Rounds of Parmigiano-Reggiano.
[Photo: Myrabella / Wikimedia Commons / CC BY-SA 4.0]
Every cheese is inspected by the consorzio, to verify if they are worthy of the Parmigiano Reggiano title, then fire branded when PDO standards are satisfied. There is a well-documented 800-year history of production, as it was first made by Benedictine monks in the same hilly areas. The processes are fiercely controlled by the consorzio, and every cheese is crafted with care, for excellence.

The cultural meaning for this cheese is also economic: in 2018, 149,000 tons (3.65 million wheels) of it was made by 50,000 Italians in Parma, Reggio Emilia, Modena, Mantua (to the right of the Po river), and Bologna to the left of the Reno river). In the same year, the cheese had a €2.2 billion estimated turnover at consumption (51,900 tons of it being exported). This is a meaningful cheese! It is easy to understand how such powerful food would have imitators. The name, alone, is sacred to the Italian people.

In 2003, the EU responded to a complaint filed by the Parmigiano Reggiano consorzio concerning the improper use by certain German companies of the name “Parmesan” as a generic name, on cheeses that neither exhibited the peculiarities of Parmigiano-Reggiano PDO, nor came from the area of origin—thus manipulating consumers and damaging reputation. German authorities refused to intervene, and thus the case was taken before the European Court of Justice. However, the case was ultimately dismissed, as the EU court did not have enough evidence to demonstrate German misuse of the generic name.

However, problems arise when deciding which phrases to protect as GIs. For example, although “Parmigiano Reggiano” is a protected GI under U.S. law (in an agreement made with Italian authorities and the cheese consorzio), the name “parmesan” is not protected—and this term is ubiquitous in American grocery markets on products that Italians would find abhorrent and embarrassing. Shoppers might even see Parmesan Reggianito, a hard Argentinean cheese invented by Italian immigrants who left Italy for South America after the Wars. They wanted to make something that would remind them of their native Parmigiano Reggiano.

Every few years, the Italian Parmigiano Reggiano consorzio tries to file legal action against a company in North America, regarding “Parmesan,” but an outright purge of all such cheese products would be impossible, and expensive. The issue comes down to labeling, but mostly, quality.

In 2012, American FDA agents investigated a cheese factory in Pennsylvania, called “Castle Cheese.” They were making goods sold as “100% real Parmesan” across the country; the cheese was found to contain cut-rate substitutes, chemicals, and fillers, such as wood pulp and cellulose. The Castle Cheese president pled guilty and was spent one year in prison, with a fine of one hundred thousand dollars, but the case was made on health standards—not Parmigiano Reggiano GI name protection. Kraft, America’s well-known mass pasteurized cheese mass brand, has argued that their parmesan cheeses actually promote and encourage the Parmigiano Reggiano product, rather than compete with or mock it.

Thoughts on the TableThis is why a podcast like “Thoughts on the Table” is so important: there is a tremendous need for a cross-cultural conversation about Italian food, by Italians and non-Italians, in the name of taste, access, affordability, and integrity. I can only imagine what it was like for Paolo, experiencing his first visit to a Canadian grocery store. It would be like showing him a roller skate and trying to convince him it was a car. Food is passionate and evocative; what happens when it is reduced to a transaction? We want to talk about grandmother’s soothing pasta dishes, not packaging standards.

Place Matters

Food is grown, traded, prepared, and shared according to geographical context. What you eat, for most of human history, depends on where you live. This is a field of study known as the GEOGRAPHY OF FOOD, which includes complex patterns and relationships between “space” and “place.” Taste transforms during stages of preparation. Quality means safe and wholesome ingredients, and consistency. This is where Italy excels. It has a vast range of topography, proximity to water, varieties of microclimates, and brilliant, creative farmers and chefs. As one of my friends reminds me, “our government is terrible, jobs are hard to get, and our soccer team fails in the World Cup, but we have the best eating in the entire world to console these pains.” The Mediterranean hits the Alpine ranges, and leave centuries of collaboration, giving this nation gastronomical and agricultural superiority. Science proves this, as well as our own opinions. And while so many things did not “originate” in this country, they are respected and perfected here: tomatoes, wines, pastas, coffee, and chocolate.

Place does matter—very much. In terms of food and wine, terra is the philosophical combination of physical and spiritual “place” that gives flavor. By flavor, I mean “memory,” the kind of meal we remember years after the dishes have been washed.

Geographic Indication is a legally recognized certification of quality for place-driven taste. It happens by tradition–meaning what is produced, how, and by whom. The Italian government is very serious about protection and recognition. History is, in my opinion, based in agriculture, and agriculture reveals identity. GI status strives to keep identity, while preserving the taste of memory.

In the name of authenticity, GI hopes to maintain marketplace clarity. Every protected food is traced, tracked, and guaranteed. There are major efforts by law enforcement agencies to uphold the legitimacy of food products. Olive oil, wine, balsamic vinegar, cheese, and prosciutto are some of the Italian products that are most copied and sold by fraud, or produced in sub-standard ways. Livestock are RFID tagged, and documented from conception to market shelf, and full records of genetic breeding are kept by the consorzio. A vegetable, a cheese, or a grape can be tracked by DNA testing, to assure the place it has come from. Italy has 822 registered GI products, more than any other nation, of the worldwide total 3,036 (2018 ISMEA). “Made in Italy” is very big business.

Of course, the Geographical Indications are quite general, and work with ideals. It is basically a package of economic safeguards—copyright schemes made in a non-capitalistic system. The European Union oversees each country’s regulations, and promotes communication across the board. Italy does not always enjoy being a part of the Union, though it gains considerably from the Geographical Indication projects. Aside from the spiritual and cultural lauds from economic protection, the PDO and PGI symbols are basically there to pay people to make good raw materials (beans, sardines, and kiwis). Italy must also realize that certification means Italians competing with Italians, long before the rest of the world. As Italians are hungry for creative and economic innovation, they are, more than ever, hungry to strengthen the core of their traditions.

Cultural Meaning

Nostalgia is everything to an Italian palate. So are relationships. Although larger food chains and grocery stores are trending, there is still a strong and regular desire to shop locally. How do GI products interact with everyday eating? How can we trust that the story behind the label is true? Some Italians do not support the GI system; there are many barriers to entry (certification costs, registration, legal oversight, documentation, North versus South quarrels) that prevent many from participating. Others detest the European Union. In a conversation with my elderly neighbors, Don Donato and his wife, Luciana, I asked their view on Italian Geographical Indications. Don Donato was quick to answer: “We do it because France did it, and we always have to compete with France. We have Italian food in a French system. Even the supermarkets are from France (Carrefour, Auchan in Veneto)… the problem is that Italians are very bad organizers. We have the good food, and the government doesn’t trust us with it.

His wife does the food shopping, and said she never really noticed the food labels until last year, when she read about it in the paper. She generally keeps to the butcher, bakery, and produce shop in our small village, but goes to the shopping centers once or twice every month with her children’s families. Two things regularly astonish her: the amounts of products in the aisles, and the prices. Having choices, she told me, is very expensive. “If I want lentils from Umbria, we will go there. I am not about to pay so much for a bag of lentils. These are things that are made very well in my own area.” She told me that food is only as good as the person making it, and she can make any lentil taste Italian.

GI advertisement
GI brands advertisement in Italy.

Can you taste the difference between a GI product and a non-GI product When it is late in the evening, and someone has prepared a beautiful Italian meal, simple and warm—what is the role of Geographical Indications for regional foods?

If my Swedish friend had known, at the least, to look for red and blue symbols on olive oil labels, his search would have been much simplified. He was looking for the best representation of an Italian olive oil, and those certification marks would have spoken for the people, processes, and places that make the oil authentic—as so the label would ideally have us believe. Later, I curiously asked which bottle he had selected from the large Roman grocery store. He laughed when he told me, “I don’t remember the name, but I bought an expensive one.” He continued, “But when I got home, I went to use it and saw, written right there on the backside: 100% California Olives.”

These contradictions make Italian food fascinating. The conversation continues…

Top 15 highest value (by production numbers) Italian Geographical Indications, 2018 (source: ISMEA—Qualivita)

Product Minimum value 2016 Minimum value 2017 % Change
Parmigiano Reggiano DOP €1.123 €1.343 +19,5%
Grana Padano DOP 1.293 1.293 0,0%
Prosciutto di Parma DOP 816 850 +4,1%
Mozzarella di Bufala Campana DOP 372 391 +5,0%
Aceto balsamico di Modena IGP 381 390 +2,5%
Gorgonzola DOP 316 356 +12,8%
Prosciutto di San Daniele DOP 293 304 +3,8%
Mortadella Bologna IGP 326 301 -7,4%
Bresaola della Valtellina IGP 220 224 +2,2%
Pecorino Romano DOP 251 155 -38,0%
Pasta di Gragnano IGP 107 115 +7,2%
Speck Alto Adige IGP 100 109 +9,4%
Asiago DOP 95 98 +2,8%
Mela Alto Adige IGP 132 88 -33,2%
Mela Val di Non DOP 75 65 -14,0%

Wine

Product Minimum value 2016 Minimum value 2017 % Change
Prosecco DOP €629 €631 +0,3%
Conegliano Valdobbiadene – Prosecco DOP 161 184 +14,0%
Delle Venezie IGP 169 114 -32,7%
Asti DOP 103 107 +4,0%
Terre Siciliane IGP 82 107 +29,9%
Amarone della Valpolicella DOP 83 103 +23,4%
Alto Adige DOP 82 100 +22,3%
Chianti Classico DOP 112 98 -12,6%
Barolo DOP 79 89 +12,3%
Valpolicella Ripasso DOP 63 86 +35,9%
Chianti DOP 87 81 -6,7%
Veneto IGP 101 79 -21,9%
Brunello di Montalcino DOP 61 72 +18,3%
Montepulciano d’Abruzzo DOP 67 63 -6,0%
Trentino DOP 50 51 +1,7%

Source References

Recommended Further Reading

NOTE: This article’s featured image is a view of Govone, Cuneo, from its castle. [Photo by Paolo Rigiroli].

Disgraces on the Menu Turned Six – Time to Blow Out the Candles Again!

Another year has elapsed – this blog just turned six!! As usual, I’d like to stop for a moment and look back at the last twelve months of blogging and podcasting. Before I do that, I would like to thank all who have been supporting me by reading, by listening, and especially by sharing their thoughts via personal messages and comments. It means a lot to me, please keep sending your feedback!

Now, back to my “retrospective”, so to speak. Podcasting seems to have become my main focus. This past year, I have published ten episodes featuring amazing new and returning guests: Hannah Solomon, Diana Zahuranec, Rick Zullo, Gino De Blasio, Domenica Marchetti (twice), David Scott Allen, Silvia Arduino, Alida from My Little Italian Kitchen, and Giulia Scarpaleggia, thanks for participating and for putting up with me and my questions! Recently, I also began posting full transcripts of some of my favorite episodes, and narrations of meaningful articles, starting with Il Mercato – the Tradition of the Italian Street Market.

During the year, I posted seven new recipes for as many favorite dishes: some old staples (Valdostana Onion Soup, Squash Risotto, Passato di Verdure, Oven Roasted Vegetables Stripes), and some preparations I recently discovered and fell in love with (Pesto alla Trapanese, Spaetzle-style Passatelli, Chard and Spinach Gnudi).

I also wrote three articles on food and culture; two were published as guest posts: Dried Pasta vs. Fresh Pasta (for Experience Italy Travels) and The Basic Rules of Italian Food (for Once Upon a Time in Italy), which was written after consulting with several Italian food bloggers. The third article, which was published on this blog, deals with Personal Space and the Italians, a topic I have been meaning to discuss for a while. All three posts were great fun to write, I hope you enjoyed them.

I am also happy to have connected with five more bloggers who, like me, talk about the authentic food of continental Italy. Of course, I promptly gave them the Cannolo Award. David from Cocoa and Lavender, Luca Marchiori from Chestnuts and Truffles, Coco from Coco’s Bread & Co – Eating Healthy, Giulia Scarpaleggia from Jul’s Kitchen, and Viola Buitoni from Viola’s Italian Kitchen, congratulations again!

Finally, I’d like to add a note on a technical detail. Last October, this blog was migrated to WordPress! I can’t say it was a trivial task, but the process was much smoother than I initially thought – a testament to the platform and its amazing community. I hope you are enjoying the new layout and functionality.

All in all, year six has been a great year, with lots of new connections and ideas. I am very much looking forward to year seven with the same enthusiasm as when I started in 2010!

Thanks again and… Salute!

Il Mercato – The Tradition of the Italian Street Market

~~~ This article is available in narrated version. Check it out! ~~~

Every year, when I go back to Italy to see my family, I manage to squeeze in a visit to a mercato. As you may have guessed, the word “mercato” means “market”, but what’s a mercato (plural: mercati) to the Italians? I asked several friends from various parts of Italy to help me define it – the article you’re reading includes their collective observations.

The mercati are traditional neighborhood street markets that take place in most Italian municipalities and are as ancient as the cities themselves. Small towns tend to have a weekly mercato (on alternating weekdays among bordering towns) in a designated street or square (often called “Piazza Mercato“). Bigger cities instead tend to have several neighborhood mercati, some of which may occur daily (on weekdays and Saturdays) and take place in permanent structures that are either partially or fully covered (mercati coperti).

Produce stands
Produce stands usually occupy the biggest and most prominent section of the mercati.

In the mercati, street vendors set up their movable shops to cover a complete range of needs: from food, to clothes, to household items. The stores are generally open from early morning until early afternoon, but in big cities or for special occasions (e.g. patron saint feasts or Christmas celebrations) they may remain open until late. The mercati feature products for all budgets, from affordable consumables to high-quality designer items. Bargaining is acceptable though not as common as it was in the past, with the newer generations of customers being more used to posted prices.

“At the regular neighborhood market, you can buy all sorts of things, bargain, and you can also find prestigious brands and products, such as leather boots.[…] In Turin, there’s the biggest open market in Europe: Porta Palazzo which has a covered area for meat, pasta, and fish.” Lucia

“Bologna has a covered market in the city center (The Herbs Market – Mercato delle Erbe), some permanent markets in the style of Alger’s kasbah (via Pescherie’s market […], Aldovrandi’s square’s market) and some temporary markets […], plus a number of neighborhood markets all over the city.” Nando

“In the past, all cities had covered markets. Now in the Emilia region, the only famous market left is Modena’s – a spectacular market with a lot of high-quality foods […] [which are] also sought after by tourists.” Ilaria from Ilaria’s Perfect Recipes

Even though supermarkets have become the main source of supplies, the mercati remain popular in Italy. One reason for their appeal is the reliable quality and competitive prices of their fresh produce. Italians are very demanding when it comes to food and select vendors based on an expectation of high quality and fair value. Since in the mercato vendors strive to form long-term relationships with their customers, they must honor such expectations.

Another reason for the popularity of the mercati is that small towns may otherwise not have enough stores to supply the local demand. This phenomenon has become even more significant in recent years since many small businesses closed due to the financial downturn and competition from out-of-town commercial centers and department stores.

Outdoor meeting spaces
The mercati are also outdoor meeting spaces.

Aside from the merchandise itself, however, a big part of the appeal of the mercati lies in their social function of being outdoor gathering places where people can meet. Those who visit a mercato are greeted by a cheerful atmosphere derived from the variety of merchandise and the excitement of bargaining. In small towns where the mercato only occurs weekly, the infrequency of the event intensifies the excitement.

There are mercati that specialize in a certain genre of merchandise, such as the famous “mercati del pesce” (fish markets) that are commonly seen in coastal cities, or the “ortomercati“, which are dedicated to fruit and vegetables. But the multipurpose mercati are the most common. In those, vendors are loosely grouped together by type, with fresh fruit and vegetables stands taking on the most prominent section.

Coffee truck
Even a small Italian street market can feature a fully equipped coffee truck.

In most mercati, the space next to the produce is reserved for bakeries and deli trucks (selling fresh pasta, cheese, cold cuts, olives and other preserves, roasted chickens, and pre-made dishes). A few butchers and some fish trucks are also commonly seen in that area. As we move away from the core, the merchandise switches to clothes, including pajamas and underwear, as well as shoes and accessories such as belts and wallets. Then, it’s the turn of household items, including linens, curtains, mats, as well as hardware, tools, and cleaning products. Sometimes plants, seeds, and even birds, and other small pets can be found as well. Finally, in recent years, “coffee trucks” have been making an appearance even in small mercati, offering espresso and cappuccino, as well as croissants, pastries, sandwiches, and pizza by the slice. Some even feature a dedicated seating area.

Even though the produce sold in the mercati is often local, vendors may rely on nationwide distribution chains, and as such the mercati cannot be considered as farmers’ markets. In some big Italian cities, however, actual farmers’ markets have started to appear as stand-alone venues or as distinct sections in regular mercati. Just like in North America, farmers’ markets are associated with smaller production volumes, organic farming (agricoltura biologica), fair trade, and consequently higher retail prices. In Italy, however, farmers’ markets are still relatively uncommon, possibly because the majority of the Italians consider regular produce to be just as healthy.

“In Milan, the first farmers’ market, organized by Coldiretti [a national agricultural organization] opened in 2008 in the headquarters of the farmers’ cooperative (Consorzio agrario) of Milan and Lodi. The number of farmers’ markets reached 120 in Lombardy in early 2013.” Simona from Briciole

It has to be mentioned that mercati sell new merchandise and should not be confused with flea markets (mercati delle pulci) and other second-hand markets (mercatini dell’usato), or with antique markets (mercati dell’antiquariato). Most major cities do have such specialty markets as unique venues, though generally only monthly or seasonally.

“As for second-hand/antiques, in the area of Porta Palazzo there’s the Balon market, which has some rare pieces. The “Gran Balon”, takes place the second Sunday of every month, and there you really have the chance to find treasures.” Lucia

“Then there’s the «small» antique market of Santo Stefano’s square in Bologna [the second Sunday of each month, and the preceding Saturday].” Nando

Municipal police
The municipal police verifying all vendors’ permits.

In order to occupy a spot in the mercato, vendors need to apply for a permit with the city. During each mercato day, the municipal police go through the aisles to check that every vendor has paid their occupancy fees. They also check that there are no unauthorized salesmen offering merchandise of dubious origin (brand name imitations) or simply items of little value and high return margins such as lighters, string bracelets, plastic sunglasses.

In recent years, Italy has seen a sharp influx of immigrants. This new multiculturalism affects the mercati by more imported items being sold, and new vendors taking over some of the businesses. Some of those long-term relationships with the familiar vendors have been lost, and until new ones are established the mercati in some towns must wait to regain their neighborhood identity.

Yearly town fair
Beautiful stands in a yearly town fair. In the foreground: a stand showcasing artisan bread, olive bread, raisin bread, and panzerotti. In the background: a display of ethnic rugs, vases, and paintings.
Polenta and fried fish
Freshly made polenta and fried fish are common treats in northern Italian fairs.

Some markets, however, have strongly maintained their traditions. This is the case, for instance, in the yearly fairs that many towns hold to honor their patron saints. Years ago, these town fairs were often the setting of small cattle shows (fiere del bestiame). Nowadays, instead, they are essentially big mercati, but with an emphasis on delectable and extravagant products such as cheeses and salumi from the various regions of Italy, marzipan fruits, torrone (nougat), croccante alle mandorle (almond brittle). You can also find an abundance of ornaments, toys, and even the latest kitchen gadgets! Some yearly fairs may also host traveling funfairs (giostre), with elaborate carnival rides.

Other yearly fairs, instead, celebrate a seasonal harvest and are sometimes called “sagre” (festivals). The products that are showcased may be sampled in dedicated food tasting stands (which are sometimes equipped like full restaurants) and are generally available for purchase at wholesale prices. For instance, the world-famous white truffle fair is held every fall in Alba, near Turin.

“[There are] also fairs that are centered on seasonal products. For instance, near Turin in October there’s the pumpkin fair.” Marta“They have fairs dedicated to some specific local food and its gastronomic specialties for each area. […] These are more like restaurant-style gastronomical stands (e.g. the truffle festival – “sagra del tartufo”, the garlic festival, the festival of the pear, of the asparagus, of the cappellaccio [a pumpkin-filled dumpling characteristic of the town of Ferrara], etc. […] You order food to be cooked by locals (renowned for their traditional cooking knowledge) and you sit at communal tables to eat.” Ilaria from Ilaria’s Perfect Recipes

“Every year in Perugia there’s the Fair of the Dead, which dates back to the Middle Ages.” Simona from Briciole

Oh bej! Oh bej! market
The Oh bej! Oh bej! market held in historic piazza Mercanti, in Milan.

Finally, a different kind of seasonal market is, of course, the one that is held in many towns during the Christmas period. Mercatini di Natale (Christmas small markets) are especially dear to the Italians, in part for their whimsical atmosphere. Like other winter markets, they often feature warm treats including roasted chestnuts and mulled wine (vin brule). Naturally, they also focus on giftable items such as fine foods, clothes, accessories, and crafts.

“There is the Christmas market under the Portico dei Servi (which lasts from Santa Lucia, – December 8, but it opens on December 6th -, until January 6th) and the market of independent artisans [called] «Decomelart» in via San Giuseppe and one of sweets and random gadgets in via Altabella.” Nando

“Christmas markets are mostly located in northern Italy but are not absent in the south. You can check out the website: mercatini-natale.com for a list of the locations.” Ilaria from Ilaria’s Perfect Recipes

“The Christmas market that I know best is the Fair of the “Oh bej oh bej” that is done in Milan for Sant’Ambrogio [the city’s patron saint, on December 7th].” Simona from Briciole

Caldarroste (Roasted Chestnuts)

Nicknamed ‘caldarroste’ in Italian, roasted chestnuts are a great segue in the series of seasonal classics. Traditionally, caldarroste are fire-roasted in a holed pan, but they can also be made at home – in the oven or, as described in this recipe, on the stove.

Cooked chestnuts have a unique mealy texture thanks to their high content of starch and low content of oil, compared to other seeds, and are considered a true delicacy. In late fall, chestnut-gathering is a common leisure activity in the vast spontaneous chestnuts groves (‘castagneti’) that can be found all throughout Italy. During their season, cultivated chestnuts can also be found at greengrocer’s shops. In big cities, roasted chestnuts are commonly sold by street vendors, especially around the holidays.

Before roasting, chestnuts need to be prepared with an incision on the skin (as shown in the picture). As the chestnut cooks, the cut will allow the vapor to escape and the skin to open up as it shrinks – when the chestnut will be fully cooked, the skin will come off easily.

Chestnuts can be roasted on the gas burner in a holed aluminum pan used directly on the flame. On the electric burner, good results can be obtained by using a large stainless steel pot, at a high temperature. As the skin starts to burn, keep tossing the chestnuts around for 15-20 minutes, depending on the size. Two or three times during the cooking time, toss a tablespoon of water into the pot and place a lid on it for a couple of minutes to steam the chestnuts and help them cook more uniformly. Chestnuts can also be boiled in water for 30-40 minutes, in which case no incision is needed.