“UNIVERSITIES FOR FOREIGNERS AS AMBASSADORS OF MADE IN ITALY”. FABIO CARLESI OF ENOTECA ITALIANA, TALKS ABOUT A PROJECT WITH UNIVERSITIES FOR FOREIGNERS AS WELL AS “TRANSFORMING THE EMBASSIES INTO ‘OUTPOSTS’ FOR THE DIFFUSION OF FOOD AND CULTURE”

Fabio Carlesi is convinced that, ”word of mouth is often more efficient than many advertising or promotional initiatives”. The director of Enoteca Italiana (one of the most important instruments for the promotion of Italian wine) believes universities for foreigners are a formidable jumping board for spreading Italian culture and its excellent food products throughout the world. Carlesi’s idea is simple yet efficient: that of creating a way for foreign students who come to Siena and Perugia to learn Italian, to also become “ambassadors” for “Made in Italy” products around the world.

”Students who go to the University for Foreigners” - affirmed Carlesi - “must learn certain topics, they must learn the history of the city, of the territory that is hosting them, of its culture, but also typical Italian products”. And, for example, in Siena, thanks to Vedovelli, a sort of consultation list made up of many representative institutions has been created”. The model could open the road to creating more “sister” initiatives with other similar institutions for foreign students, like, for example, with the University of Perugia, where a Master’s course was created this year, dedicated to the development and promotion of cultural and tourist resources and which thirty Chinese and ten Italian students are participating in.

The “ambassador” project for ‘Made in Italy’ goods has come out of an idea that Carlesi had already worked on in the past: that of transforming Italian embassies of the world into “outposts” for the spread of Italy’s food culture. International press conferences, meetings with opinion leaders and politicians: the diplomatic calendars are full of events that could all be occasions for the promotion of top Italian goods.

There are even plans for an Italian wine list made specifically for embassies, and on which would appear, in rotation, some of the best wines from all over the Italian peninsula.