Prodotto in Italia


When I grew up in the 70’s, ‘Made in England’ was the watchword for anything you needed, it was seen as a mark of quality. However, the UK the marketplace is now flooded with cheap imports and very little of what people buy is manufactured in their own country. I grew up in the heart of the pottery industry and am proud of my heritage. Knowing that the mere mention of the town of Stoke on Trent, anywhere in the world, meant people instinctively thought of top quality china and earthenware, was something to be proud of. Sadly this is no longer the case, the idiots that ran the major china manufacturers became greedy and farmed out the production abroad, weakening the brand, creating unemployment and all for nothing. The increased profit they craved never materialised, and the doors opened for cheap china products from Poland, Russia and the East to flood the market. If only in those greed laden 80’s someone had, had the sense to say, no, maybe the town would still be synonymous with pottery rather than unemployment.

100_6465The Italians are very proud of what they produce, here, you very rarely see anything manufactured outside of Italy. Clothes from China are few and far between, kitchen showrooms boast, loudly that everything they sell is made in Italy. Even saucepans, washing-up bowls and toilet rolls have, prodotto in Italia stamped on the packaging somewhere. And surely this makes sound economic sense as well as keeping people in employment.

Here, prodotto in Italia carries the same gravitas for the Italian people, that made in England once did for the English.

The Italians are fiercely defensive of the heritage of their products, nowhere can a hard cheese made outside Emilia-Romagna be called, Parmesan, if your vinegar doesn’t come from Modena don’t even think of calling it balsamic, and if your curing ham outside of Parma, just call it prosciutto on the packaging.

Italy has more protected foods and wine than any other country in the European Union, and to keep them safe they all have the DOC, denominazione di origine controllata certification. So important is this heritage, that anyone manufacturing and falsely labelling a protected product faces huge fines and even imprisonment.

Sadly, there’s always someone who’ll deceive you and many products outside Italy that claim to be authentic may not be. The most common fakes on the market being olive oil, gorgonzola, parmesan and parma ham, with the greatest number of fakes being sold in China, Australia and New Zealand, Back in the UK, I’ve actually seen olive oil on the shelves of a well-known supermarket that is marketed as Italian. It has a typical Tuscan scene and the Italian flag on the label and the following wording on the reverse; ‘ may contain oil from various sources in the EU’.

Back in the 80’s two well-known pottery manufacturers in Stoke on Trent, had their china produced in Malaysia, it was shipped back to Stoke and there the final decoration was added, be it gilding or lithographing. The back stamp was then added, which led people to believe the product was a genuine piece of Stoke on Trent china. No wonder the industry died, if only we’d fought as hard as the Italians do.

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