The Italian myth and how it is abused. The shelves of many shops in New York abound with explicit references to the homeland of Dante Alighieri and Luciano Pavarotti. Even street food often claims to have some link to our cuisine, or better, a generic and improbable "Italiano" food style. Be alert, so as to avoid imitations.

Olio Officina


Take a look at this photo gallery. A quick glance will show you that Italy is a powerful symbol of lure, so appealing to the consumer that it is often used by producers who have absolutely nothing in common with our country. There are too many false references to Italy that can be very misleading.

On one hand we should be proud of this. It is a sign that the Italian brand offers great marketing opportunities. On the other however, we are left wondering why our country seems to be powerless in front of all these horrendous imitations: we have to admit, with a good deal of bitterness, that we are incapable of reaping all the benefits arising from Italy’s positive image.

It is clear from the pictures that the marketed product is anything but Italian: the producers are companies quartered in Turkey, Israel, Spain, Peru, and countless more countries. Italy apparently attracts enterprises from every corner of the world.

There is also a more disquieting aspect that should not be forgotten: if the quality of the products supposedly made in Italy is low, who is going to suffer from this in the long run?

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