CREAM – «I think everyone knows what Made in Italy is, but it is always better to reiterate it, because it is effective in terms of brand reputation». Renato Ancorottisenator of the Republic and entrepreneur in the cosmetics sector, takes the opportunity of first national day of Made in Italycelebrated yesterday on the anniversary of the birth of Leonardo da Vincito underline its importance.
«This brand includes all sectors that are envied abroad. Italian style is the third largest brand in the world, after Coca Cola and Visa. These days also serve to support our reputation.” The brand reputation Ancorotti talks about it is the result of the set of perceptions, evaluations and expectations that the various stakeholders have towards a company or a brand, which are the result of factors such as history, communication and corporate conduct adopted over time.
Ancorotti Cosmetics also contributes to making the quality of Italian products known throughout the world, as the owner himself explains with numbers in hand: «Last year, out of a turnover of 115 million, we had exports of 100 million euros. This year we will reach 160 million, of which 135 will be exports. Cosmetics is one of the flagships of our economy. It brings a turnover of 15 billion euros, which, including the supply chain, becomes 35.” If large companies such as Ancorotti Cosmetics already have an important influence on international markets, Ancorotti states that a lot can be done for micro businesses: «Which represent an unknown Made in Italy. Due to their size it is difficult to internationalize. They could export more if we built a system to valorise their products. Small businesses should be accompanied and supported in this journey, perhaps starting from Provinces like ours, where there is no shortage of excellence.”
The entrepreneur from Crema also focuses on the problem of protecting the Made in Italy brand: «There is increasingly greater attention towards Italian style. And there is also ample room for growth. However, more needs to be done to seize the opportunities that exist abroad. Our agri-food sector exports over 60 billion euros per year. But if we go to various European countries or the United States, we see that there are products that have names and packaging that recall Italy, but then in small print it says Made in Germany or Made in USA. There are consumers who buy thinking that the product is Italian. These are our customers of the future. The Government and Italian entrepreneurs must work to make our products recognizable abroad. The consumer must be aware of what he is buying. It’s a market worth billions.”
According to Ancorotti, Made in Italy summarizes the capabilities and creativity of our country, which others do not have. “The aspect of art and culture is also important.” On the national day of Made in Italy, a mention could not be missed of the lack of satisfaction shown by users towards the high school that bears this name. «New things – says Ancorotti – are always scary and the students’ families probably felt disoriented when faced with this proposal. It certainly needs to be explained better.” The same goes for ITS, post-diploma higher technical education courses.
«In Germany they work, in Italy it is difficult to make them attractive. In my opinion, effective guidance is lacking. In Korea there is a specific center, where if you want to become a firefighter they make you talk to a firefighter and show you how to put out a fire. This way you understand if you have the aptitude.” Returning to real Made in Italy, the Ancorotti company is about to increase its contribution to the diffusion of the brand throughout the world. In August the three new warehouses will come into operation, adjacent to the central body of the former Olivetti, where the production of perfumes will be activated, which will enrich the offer. The owner of Ancorotti Cosmetics – one of the giants of the ‘cosmetic valley’ – is expanding the headquarters located in the industrial area of Santa Maria with the aim of extending the business perimeter and generating important employment benefits. The surface area will go from the current 45 thousand square meters to a total of 50 thousand. All Made in Italy.
«A new record is looming for ‘Made in Italy’ agri-food. In 2023, exports reached 64 billion euros, approximately 10% of Italy’s total foreign sales. At the end of this year they could record a further increase in value of the order of six percentage points.” This is what the president of Confagricoltura declared yesterday, Massimiliano Giansantion the occasion of ‘Made in Italy’ day.
«Growing international tensions, the increase in the cost of naval transport and energy products weigh on the economic prospects, but if the forecasts are confirmed, the gap with Spain would be substantially closed. A result that seemed out of reach until a few years ago», underlines Giansanti.
«All over the world, our productions are recognized as having taste, quality and sustainability requirements that are difficult to match, also because they are linked to the excellence of the Mediterranean diet. Behind the successes there is also the constant commitment of all the companies in the supply chain to interpret the signals coming from the market, anticipate the evolution of demand and increase competitiveness, thanks to investments and innovations.
The strengths of our system consist of production differentiation, flexibility and openness to technological innovations. Precisely to make the most of these competitive requirements on the internal market and internationally, Confagricoltura and the Italian Food Union have established ‘Mediterranea’.
«Italian agriculture is firmly at the top in Europe for added value. Therefore, adding the quality and excellence of Italian agricultural production to the strengths of the industrial sector, it is clear that the country’s agri-food sector has the potential to become ‘number one’ in the world. Our exports can rise to 100 billion euros in the medium term”, points out the president of Confagricoltura.
«Of course, logistics need to be improved to reduce transport costs that are higher than those of the competition. Assistance to companies that intend to venture into international markets must be strengthened. We need to focus on opening new outlets and improving our presence where, as on the Asian continent, it is currently below its significant potential. In China, for example, Italian agri-food exports are at just 580 million euros. In Japan, the per capita consumption of ‘Made in Italy’ in the sector is only eight euros, compared to the 20 recorded in the United States”.
«The fact remains – concludes Giansanti – that to export more we must, first of all, produce more. An objective that can only be achieved if the companies in the supply chain, from the field, from the farms to the finished product, are efficient, competitive and able to ensure adequate economic margins.”
