Italian Ministry of Agricultural, Food and Forestry Policies

Olio-Riviera-Ligure

Rome, 30.05.14

Dear President,
It’s with great pleasure that I write to you to tell you that on Wednesday the 4th June the institutional campaign “#iomangioitaliano” (“I eat Italian”), starring the national football team and its coach Cesare Prandelli, will be launched. Thanks to the collaboration of Figc we are able to combine the two symbols of Italian excellence: The Azzurri and the high quality agro-alimentary products. In fact, for the friendly match between Italy – Luxembourg in Perugia, our national team will take the field with the initiative on their shirts and representing the event will be the coach featuring in the institutional advertisement that we have just finished at Coverciano.

With the “#iomangioitaliano” campaign we aim to better the consumers knowledge of the DOP and IGP products of our country, but this is not all. We want to bring to the attention of Italians the major challenge presented by the increasingly health conscious “food culture”, raising the profile of our quality production systems, the professionalism and the passion of those who work every day in this extraordinary sector.

This project fits into a more extensive level of initiatives that the government wants to put in place in order to promote the agricultural and food sector of our country, focusing on the quality and origins of the products. A path we strongly want to go down together with all of the Organisations.

We have many challenges ahead of us and the only objective is to grow the Italian agriculture, so that it increasingly becomes one of the principle drivers of the Italian economy. Challenging the world under the Italian flag with a blue shirt, saying with pride “#iomangioitaliano”!

Maurizio Martina
Minister of Agricultural, Food and Forestry Policies