Sustainability is no longer simply an added value, but a strategic asset for the competitiveness of Made in Italy. This is the central theme of the conference “The competitiveness of Made in Italy: the role of sustainability”, organized by Birra Peroni in the prestigious setting of the Galleria del Cardinale Colonna in Rome. The event was attended by institutional representatives, experts and companies, with the aim of highlighting how attention to the environment and innovation can strengthen the reputation of Italian brands in the world.
Sustainability: from ethical value to business leverage
In the debate, moderated by journalist Chiara Giallonardo, it emerged that sustainability has become a crucial element for business growth. Federico Sannella, Corporate Affairs Director of Birra Peroni, stressed that investing in sustainable solutions allows to preserve the quality of products, improve efficiency and meet the needs of consumers.
According to an IPSOS survey, 96% of respondents consider sustainability a determining factor for the competitiveness of Made in Italy, rewarding companies that stand out for their environmental, social and economic performance.
Challenges for the future
Water management and agricultural developments were identified as key priorities. Deputy Minister of Environment, Vannia Gava, highlighted the government’s commitment to strengthening water infrastructure with NRRP investments and the new waste water regulation. He also stressed the need for a long-term energy strategy that includes renewable and nuclear sources.
Valentino Valentini, Deputy Minister of Enterprise and Made in Italy, also stressed the central role of sustainability to ensure the competitiveness of Italian enterprises, while Senator Luca De Carlo, Chairman of the Agriculture Committee, stressed the importance of a Common Agricultural Policy closer to producers’ needs.
Over the past ten years, Birra Peroni has reduced water consumption per hectolitre of brewed beer by 10% and invested in sustainable agriculture through the Campus Peroni, a centre of excellence involving more than 2,000 farmers. An example of how tradition and innovation can coexist, strengthening the positioning of Made in Italy in the world.
The meeting reaffirmed that the future of the Italian brand is through sustainable and innovative choices, able to combine economic growth and environmental protection.
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