SERVICE AREAS ARE A MUST FOR 57% OF ITALIANS AND A SHOWCASE FOR TOURISTS. BUT SLOW FOOD WARNS MADE IN ITALY REPUTATION IS AT RISK. THERE IS A REMEDY: “EXIT THE HIGHWAY AND ENJOY THE REALITY OF THE SMALL BUT TRUE ESSENCE OF ITALIAN LIFE STYLE”

Service areas are a mirage for motorists who, exhausted by holiday traffic and heat are looking for some refreshment. A survey conducted by Direct Line, the Center for Studies and Documentation that studied the habits of motorists, reveals that as many as 57% of Italians prefer to stop at motorway service areas rather than bring food from home. Today, our service areas are divided among Autogrill (turnover in 2009 was 769.3 million euros), Fini, Sarni and a few other brands. The first is now a symbol of highway travel, especially the sandwiches: the legendary Camogli, Apollo, Bufalino or Rustichella. Everywhere you go you will find an Autogrill waiting for you that will have exactly what you would expect.

“Unfortunately, though,” says the Slow Food website, “the quality of food and beverages at service areas is not always excellent. Except for a few exceptional cases in small service areas, everything is exactly the same”. The sandwiches are prepared and frozen in a few centers and even the coffee leaves much to be desired. Despite this, however, the Italians are content with it. What really worries Slow Food is that not only Italians but also tourists travel on our highways and these service areas are the showcase of our country and the much acclaimed Made in Italy brand: what can they expect then? Apparently the words of the Minister of Tourism Michela Brambilla were not taken to heart: “food and wine is an opportunity, because Made in Italy products bring tourism”.
Some regions have understood this and have built their own real stores and regional markets with local produce next to the organized structures of the service areas. The board of Slow Food’s advice is to do like 11% of Italians do – leave the highway and have a picnic or explore the small local communities and the many flavors that our peninsula offers.