Make Me Italy is a community made up of people and companies working in the food production, catering, hospitality and marketing sectors of Made in Italy.
Make Me Italy members are united by values based on a sense of belonging to
roots
land
food
that does not resonate with global processes of standardization.
the premise
Programmatic homologation is an ongoing process geared toward the global control of resources. It’s supported by a deceptive narrative structured to associate concepts of Quality, Sustainability, and Greenness with products, actions, beliefs, convictions, and commonplaces that seem coherent – accepted as good and right – but conceal a project of usurpation and assimilation of authentic gastronomic reservoirs, the uniqueness of the product’s origin tied to a territory, and the personality of the producers. This process is facilitated by:
:
stripping them of their distinctive traits to supplant the most authentic Made in Italy in favor of deceitfully virtuous models regulated by metrics entirely detached from the real peculiarities of territories, their culture, healthiness, and tradition.
The Make Me Italy movement is born with the intent of uniting and supporting, in a community, individuals, families, producers, restaurateurs, hosts, and merchants who unwaveringly embody territorial identities. They are to be considered the real custodians of authentic gastronomic reservoirs, origin products, unique traditional methodologies necessary to obtain them, and the identity of a territory.
Make Me Italy’s mission is to re-establish τιμή at the center of society, supplanting the trend where it’s no longer necessary to “do” but rather to “make believe,” thus combating the alteration of processes functional to industrial marketing.
“The lobbies of chemical and food multinationals, having initially used universities, political power, and mass media to distort the truth, now employ state bodies responsible for controlling agricultural production, intimidating those who resist homogenization and absorption. Finally, they appropriate values like sustainability, authenticity, and health to ride the wave of the green revolution, turning it into a control dogma through the stipulation of new European laws: words like ‘organic’ and ‘green’ have been stripped of any distinctive meaning to be assimilated by the system and reused as weapons in a project of annihilation and incorporation whose sole purpose is the profit of a few.”
Make Me Italy’s promise is to ensure that the Makers of the community continue to represent the truth of the roots, food, families, and Earth at the core of authentic Made in Italy. As they are, quoting Luca Gargano, the tangible symbol of the forces of love that, starting from an agricultural gesture, express the breath of the wind, the light of the sun, the earth’s breath, the thousands, millions of feelings and actions that have taken place on that land.
