The Mediterranean diet and its precious sustainability
Lecture by Prof. Carlo Alberto Pratesi, Professor of Marketing, Innovation and Sustainability at Roma Tre University
There are 5 reason to consider the Italian food, and more generally the Mediterranean Diet, as a best performer in terms of (economic, social and environmental) sustainability.
1. Wellness. First “food pyramid” based on the scientific studies of Ancel Keys (1958), explained to the world that the diet he called “Mediterranean”, based on balanced consumption of specific foods (i.e. olive oil, fruit, grains, legumes, etc.), could reduce death rates from heart disease if compared with saturated fat rich diets typical of Northern Europe.
2. Taste. In some countries (i.e. Usa) people perceive unhealthy food as tastier than healthy food, this not implies that also healthy food can not be tasty: the amazing success of Italian food among consumers is the proof. Just think about the growing number of Italian restaurants all over the world. Some are 100% Italian, with Italian ingredients and chefs. Other are more close to what we call “Italian sounding”.
3. Convenience. The success of Mediterranean diet is not only because of the (good) taste of our dishes. The Italian food, compared to its first competitor (France cuisine) is far more convenient. That is because definitely 80% of the quality of an Italian dish is the result of the sort of ingredients. The rest (20%) is made by the skill of the chef. For the French cuisine is exactly the opposite: 80% chef, 20% ingredients. In a nutshell: Italian food is mainly “user generated”.
4. Story telling. The forth reason is related to our history. Certainly behind every Italian ingredient there is a territory and a very ancient story. Recent researches demonstrate that unique food names and stories about food origins increase consumer’s perception of authenticity: this can easily translated in consumer experience and satisfaction.
5. Environment. The last, but not least reason of success is the environmental impact. Recent studies verify that the most recommended products in the Mediterranean diet for their nutritional indicators have also a lower impact on the environment. Conversely, those foods with lower recommended consumption levels are also those with higher environmental impact.
Given the above, what do we need to preserve and develop the Mediterranean diet (considering that the Italians themselves are shifting their diets towards more high energy dense, processed food) and making it more and more sustainable?
a- education, starting from schools (i.e. aBCD experiment)
b- information (also to make a Mediterranean diet more affordable)
c- innovation (Barilla experiment with wheat to reduce ecological footprint of pasta)
d- responsibility: food waste (household and restaurants)
Professor Pratesi has worked on a number of health and nutrition projects including working for the Barilla Centre for Food and Nutrition Foundation in the field of sustainable agriculture and healthy lifestyles and co-designed the “double pyramid model”. His recent book Il cibo perfetto. Aziende Consumatori e Impatto Ambientale del Cibo (Perfect food. companies, consumers and environmental impact of food) and published papers focus on his research of food and sustainability, entrepreneurship, start-ups, corporate communication and marketing. His trip to Australia will involve him presenting seminars in Sydney and Canberra regarding the Mediterranean Diet, one of the healthiest diets in the world with a range of health benefits.
Free entry. Limited seats.
To book click HERE by 14 of November or contact events@icciaus.com.au