100% Italian wheat. Just write 100% and we will put our soul in peace. We are convinced that we are buying a 100% Italian or 100% regional product. But will it really be like this? Is this just the De Cecco case?
De Cecco’s news is disappointing because it is made by a pasta factory whose history has always been synonymous with quality, reliability and high-end products. Consumers could never, ever have imagined that what they read on the label was nothing more than foreign wheat that had changed nationality and became Italian. Years pass for citizens to change citizenship, while only a false wording in the package is enough for wheat.
As reported by the magazine “il lifesaver”, according to the emails that ended up in the hands of the investigators and that Il Salvagente had the opportunity to read, the purchasing director of De Cecco informs the internal managers of the decision of the group president Filippo Antonio De Cecco: ” The President announces that the French wheat arriving in Ortona on February 13 must be considered Apulian wheat “… and lies, you know, have short legs and obviously some emails will have escaped from France to Italy.
Why does such an important and established company need to lie? Perhaps to sell more, using the “zero km” as a commercial lever and, therefore, the “100% Italian” claim acclaimed because it is becoming more and more fashionable?
Wouldn’t it be worth being honest? After all, De Cecco customers are fond of the brand and, therefore, would buy it in any case, without having to spoil their reputation by falsely chasing 100% which is, as we know, difficult to reach by the pasta industries.
Consumers ask only for truth, in order to reward the product they prefer most on the table; falsehoods and lies will certainly be punished by consumers who feel cheated on an aspect as delicate and important as that of their health, given that we are what we eat.
Perhaps it is better to be consistent and honest with your consumers, without deceiving them or deceiving them with misleading communications. Maybe it’s better to sell a little less without risking losing everything if you get caught.
And then the commercials come to mind which, if listened to properly, really tell the truth: “De Cecco is so good because it comes from the heart of the best grains in the world”. So, Mr. President De Cecco, once and for all, is he telling us the truth “rigorously”?
