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Home > PAKISTAN > Showroom
EDIBLE WHITE GOLD
Rome (Ign) - Fresh and stringy: this is the definition of Italy's most famous cheese: mozzarella. Produced from curd (derived from rennet, which is used a great deal in the dairy sector), this type of cheese has always been one of the Italians' favourite foods, so much so that it has led to a remarkable range of product spin-offs: mozzarella containing ham, olives, chilli pepper, or made using a blend of cow's and goat's milk. Without counting the most famous, buffalo milk mozzarella, which has been the subject of shows and trade fairs in almost all the regions of Italy. Whether used on pizzas, in tomato sauce with pasta, in salads or on its own, mozzarella is one of the typical foods found in every Italian home. It is a product which has been popular with the public for years and whose market is flourishing. Italy is a leading competitor on the international market, especially in terms of exports, and in 2005 80% of Italian cheese exports were accounted for by Grana Padano, Parmigiano Reggiano (parmesan), Pecorino and, of course, mozzarella.
This, then, is a flourishing market which is successful both in terms of industrial production and of cooperatives and small/medium-sized enterprises. In the four summer months, sales of mozzarella increase by up to 30 - 40%, and buffalo milk mozzarella from Campania usually records sales increases of 60%. And precisely this latter variety of the cheese - produced under denomination of protected origin (DOP) rules, and which is produced above all in Campania, Southern Lazio and Puglia - saw turnover in 2005 of €280m, reaching the highest ever level of production with 29.6 million kg (7% up on the 27.6 million kg of 2004). To understand how widespread and important the market for this product is, consider that Switzerland (a country which, as is known, produces its own internationally famous cheese), in 2005 also purchased 517,469 kg of DOP mozzarella, thus raising the figures for the previous year (321,084 kg) by 61%. The Japanese market is also experiencing growth (with a surge of 120% in 2004, reaching levels of 329,514 kg, a figure also maintained the following year), as is that of Spain, where a specific promotion made it possible to export 22.8% more products than in 2004. And while DOP buffalo milk mozzarella has invaded the world, the cow's milk version (the most widely used) is not dragging its heels either. In 2005, also thanks to the market revolution provided by large-scale distribution, self-service sales (i.e. the sale of products that the consumer may take from the refrigerated section himself and pay for at the checkout, such as in supermarkets), rose by 5.9% in terms of value and by 9.7% in volume. Considering the overall market, meanwhile, it rose by 4.8% in value and 9.7% in volume.
Mozzarella is one of the products which most evokes Italy abroad, and this is shown by the numerous districts set up in various Italian regions. The most famous - in addition to those of DOP buffalo milk mozzarella - are in Molise, Basilicata and Calabria. For these regions we can talk of cottage industries which have also managed to make inroads on foreign markets. Being "traditional products", in fact, the mozzarellas from these regions are often bought in large quantities by tourists as 'souvenirs'. This custom is increasingly spreading with tourists on holiday in Italy, who, instead of the traditional mementos, increasingly prefer quality foodstuffs. And in this field, mozzarella is proving to be real 'white gold'.
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