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FOOD AND DRINK

Starbucks and supermarket sugo: Is Italian food getting more ‘American’?

As Starbucks expands into southern Italy and stores stock a rising number of convenience foods, Silvia Marchetti asks: is the country seeing an inevitable shift towards a more industrialised, American-style diet?

Starbucks and supermarket sugo: Is Italian food getting more 'American'?
US fast-food chains including McDonalds and Starbucks are enjoying success in Italy - but how much are Italian eating habits changing overall? (Photo by Tiziana FABI / AFP)

I’m shocked each time I go to the supermarket in Italy and see people buying heaps of canned ragù: all sorts of sugo al pomodoro, pesto con aglio or senza aglio (with or without garlic), and ready-to-serve lasagne and fettuccine.

I know these convenience foods have always been around but they never really caught my attention, probably because they were no big deal up until a few years ago.

Lately, there seem to be more of them on supermarket shelves, and a great variety to satisfy all palates: tomato sauces with vegetables and chicken, rabbit and olives, beans and onions, and vegan mixes.

I notice it’s mostly young people who buy them, and I can’t help but fear that this might be the future, or the end, of traditional Italian cuisine.

People don’t have time to cook after a hard working day, and this is perfectly understandable but in a country where nonna’s recipes have always been the pillar of culinary culture it’s frightening.

READ ALSO: ‘One for every district’: Starbucks begins southern expansion in central Rome

I’m aware the Italian supermarket offering of canned sauces and ready meals may seem limited to American and British people, but Italy could soon catch up if eating habits become more industrialised, and an unrestrained attitude towards junk food takes over.

Supermarket shoppers in Italy are faced with an ever-growing selection of processed foods. (Photo by Miguel MEDINA / AFP)

Ordering take-out food is now commonplace. According to a report by the Eurispes think tank, just over 70 percent of Italians buy takeaway food while 54 percent opt for home delivery.

Also very common is the habit of buying industrial products at the supermarket that take a few minutes to cook or heat in the microwave or oven (61.9 percent). In all these cases the largest share of consumers are young people aged 18-24.

READ ALSO: Why claims Italian cuisine is a ‘modern invention’ have angered Italy

Another survey by online food operator Everly that tracks purchases made via the web or app on its platform found that compared to 2020 the purchase of ready-to-use sauces in Italy increased in 2021 by 10 percent.

When I see my friends heat frozen lasagne in the microwave, my stomach churns in disgust. If I ever did that, my granny would turn over in her grave. She used to prepare handmade gnocchi curling them with a fork and two types of lasagne (red with tomato and white with just spinach) each weekend. For hours she’d knead the dough to cut out flat, fine strips of tagliatelle.

More french fries, less handmade tagliatelle – to what extent is Italy adopting ‘American-style’ eating habits? (Photo by JULIEN DE ROSA / AFP)

I am picky, I’ve never bought extra virgin olive oil at the supermarket – it tastes like water – only from local farmers near my place who have tiny olive groves. Theirs is so tasty that I don’t need to add salt to my dishes.

But it’s not just a supermarket frenzy conquering Italian dinner tables. It surely depends on personal tastes, however Italian families are also feeling the pull of non-Italian cuisine sold close to their doorsteps. Italians are adapting to food globalisation.

Starbucks is now expanding in Rome and southern Italy. When Starbucks opened its first shop in Milan a few years ago I thought it would not last long, but I was wrong.

The success of such foreign chain foods in Italy, like McDonald’s (the one at the Spanish Steps is always crammed with Roman teenagers) seems to be getting stronger. It’s not only because of the products they serve, particularly for French fries and hamburger addicts, it’s what they symbolise that attracts customers – the immaterial power of the American brand.

Customers queue outside the new Starbucks branch in central Rome shortly after it opened on Thursday, May 11th. Photo: Elaine Allaby/The Local Italy

Sitting at Starbucks and tasting a frappuccino made US-style, even if a far cry from the real Italian cappuccino, is like indulging in an imported American lifestyle for ten minutes.

And it’s not only teenagers: customers include young adults, professionals who stop by at lunch break, and ladies who meet for ‘evening tea’. These non-Italian foods are still seen as a cool novelty and fad, but could soon become a regular part of more peoples’ diets.

The only antidote to this Americanization of Italian food is through the preservation of culinary culture. Italians must remain anchored to their family homemade recipes passed down across generations, and keep searching for genuine products with certified food origin and zero miles.

READ ALSO: Why do Italians get so angry if you mess with classic recipes?

That’s the only way to counteract this trend, but if nonnas and mammas die without having passed on to their stressed-out workaholic nieces and daughters ‘l’amore per i fornelli’ as my dear auntie used to say (literally ‘the love of stoves’, meaning ‘a passion for cooking’), then it will be the end of what makes Italian cuisine unique in the world.

If you lose the culture behind the food, you lose the food.

Only die-hard purist restaurants and old trattorias will be left to defend the authenticity and identity of Italy’s centuries-old culinary heritage – until they too, will disappear.

Member comments

  1. With the greatest of respect some of the bottled pasta sauces are incredibly delicious and will have been cooked by someone who has or had a
    Nonna!
    What a joy after a days work not to have to start chopping onions !
    I think we should salute these delicious sauces and hail them as a culinary triumph rather than get all nonna ‘ ish about them !
    Anyway nonna probably wants to put her feet up ?

  2. Im American and would never use bottled sauce. Matter of fact I make a sauce that was passed down from my great-grandfather to my father to me. The recipe has remained unchanged for almost 125 years, probably longer since I assume my great-grandfather learned it from his mother.

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FOOD AND DRINK

Six of the most Italian non-alcoholic aperitivo drinks

As well as its most famous cocktails, Italy has a long tradition of making refreshing aperitivo drinks without the alcohol.

Six of the most Italian non-alcoholic aperitivo drinks

Italy’s favourite aperitivo-hour cocktails are known far beyond the country’s borders, so their names will probably be familiar to you whether you drink them or not.

But if you’re in Italy and not drinking alcohol, you might find yourself stumped when it comes time to order your aperitivo at the bar.

The first time I found myself in this situation, there was no menu. The waiter instead rattled off a long list of all the soft drinks available, most of which I’d never heard of, and I just picked something I thought sounded nice.

Luckily it turns out that Italy has some great options for an aperitivo analcolico. As well as ‘virgin’ versions of well-known cocktails, there are bitters, sodas and other Italian-made soft drinks that you’re unlikely to find anywhere else.

They might not be quite as iconic as the Aperol Spritz, but they’re as thoroughly Italian – plus, effortlessly ordering one of these will make you look like a true local.

SanBittèr

San Pellegrino’s SanBittèr is one of the most famous non-alcoholic Italian drinks of all, with its highly-recognisable red packaging, often enjoyed in place of Campari cocktails because of its similar dark, ruby-red color.

This drink is carbonated with a slightly sweet, citrus flavor. The recipe is more complex than that of an orange or lemon soda, with notes of spice and herbs, making it ideal to pair with your aperitivo-hour snacks.

Crodino

Crodino looks a lot like an Aperol Spritz with its bright orange hue, and that’s not an accident: it’s said to have been created as a non-alcoholic alternative, and the zesty, slightly herbal taste is similar. It’s typically served the same way. in a round goblet glass over ice with a slice of orange: a Crodino Spritz.

The name comes from the town of Crodo in Piedmont, where it is still bottled today by the Campari group.

Chinotto

Citrusy Chinotto is an acquired taste for many, but it’s worth trying: it’s one of the classic Italian bitters and is said to have a long history, dating back to a recipe shared by Chinese sailors arriving on the Ligurian coast in the 1500s.

It may look a little like Coca Cola, but don’t let the appearance fool you.

(Photo by Eugene Gologursky /Getty Images via AFP)

Aranciata/Limonata

Aranciata is Italy’s version of an orange soda, but not as sugary, and it tastes like oranges. Its base is sparkling water with the addition of orange juice and sugar. There are various brands, but San Pellegrino’s is the most popular. It also sells a ‘bitter’ aranciata amaro, with even less sugar, more citrus tang and herbal notes, which might be more aperitivo-hour appropriate.

Limonata is, as you might guess, the Italian answer to lemonade. Again there are many versions out there but the fizzy San Pellegrino limonata is beloved for its strong, sweet-sour flavour and there’s nothing more refreshing on a hot summer’s day.

Cedrata

Cedrata is one of Italy’s oldest and best-known non-alcoholic drinks. It’s a refreshing, carbonated drink made from a large citrus fruit called a cedro, grown in southern Italy. It’s far less bitter than a Chinotto, but not as sweet as limonata.

The main producer of Cedrata today is Tassoni, and this is what you’re likely to get if you order it at a bar.

Gingerino

This is harder to find than the other aperitivi on the list and is seen as decidedly retro, but it’s worth trying if you can track it down.

It’s another orange-coloured, sparkling drink which became popular in Italy in the 1970s and is still sold today, though you’re more likely to find it in the north-east, close to Venice, where it’s produced.

You may be expecting it to taste a lot like ginger beer, and there are similarities, but it has stronger citrus notes and more bitterness.

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