Monday 01 June 2020 - Director LUIGI CARICATO -

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knowledge > economy


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.



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.

italian sounding

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?

OO G - 23-11-2014 - All rights reserved

Luigi Caricato


Antico Borgo, the scent and flavours of the Frantoio, Moraiolo and Leccino trine

Antico Borgo, the scent and flavours of the Frantoio, Moraiolo and Leccino trine

A Tuscan PGI oil made by Terre dell’Etruria, a farming cooperative society that has invested all it has on its members, expertly helping and guiding them towards quality and success. The most impressive features of this extra virgin oil, flavour apart, are its remarkable quality/price ratio and extraordinary yield > Luigi Caricato

Signature recipe: Chocolate bread pudding with evoo

Signature recipe: Chocolate bread pudding with evoo

Marisa Iocco, chef and owner of Spiga Ristorante in Boston, offers us a typically American dessert, very popular and now considered so familiar that it cannot be taken off the menu, as much as it is required. The same dessert was proposed during the communication and training project held at the end of 2019 in Boston, Providence and New York, organized by the quality consortia of extra virgin olive oils Ceq Italia and, for Spain, by QvExtra! with the support of the European Union.

Olio Turri's blog, a happy exception

Olio Turri's blog, a happy exception

Very few oil producers run blogs. Turri's, with its minimalistic design, is both simple and elegant. It is also available in English: posts are published at regular intervals and dispatched through newsletters > Luigi Caricato


The art of healthy eating

The fruit of tradition, care and a passion for quality. Our story starts here, in Puglia. The beating heart of the Mediterranean Sea. This is the birthplace of our oil-making art, an art that has always considered olives as a living body. Video Spot Corporate by Masseria di Sant'Eramo