What is an example of Italian excellence?

Some people associate Italian excellence with the fashion industry, others with food, artistic and cultural heritage, while others look to craftsmanship. “In my opinion, there are countless sectors, contexts and areas in which Italy excels worldwide. The problem is that we are often not aware of it,” explained Lorenzo D’Onofrio, co-founder and editorial director of the Eccellenza Italiana project, whose aim is to tell Italy’s story while raising awareness of its beauty and value.

“The criteria we use to define Italian excellence are not scientific; we start from curiosity by asking ourselves: could this particular aspect be of interest to our audience? Could it be useful to talk about it because, for example, not everyone is aware of it? Our goal is not to give greater prominence to one particular sector or aspect over another, but to make people aware that this specific field exists and that, on the world stage, we are good at what we do.”

What does the word ‘pride’ mean to Eccellenza Italiana?

Sometimes we tend to view pride negatively and consider it something self-centered, as if we wanted to imply that Italian culture is better than others. In my opinion, this concept is completely wrong. What we try to do is create an inclusive environment based on listening, knowledge and empathy, without competing to determine which culture is the best; a project that does not drive people apart, but instead seeks to bring different people closer together and unite them.

We also make this possible by organizing events across the country, such as the Made in Italy Festival, which provide an opportunity for dialogue with artisanal, industrial and manufacturing organizations, as well as a chance to meet younger generations.

Because, if we think about it, young people today are somewhat lacking in awareness of the existence of these organizations that contribute to Made in Italy and of the professions behind them. Perhaps this is because they are seen as outdated or somewhat obsolete jobs, when in reality many of these companies are looking to the future.

How important, then, is innovation in this context?

Let me start with a premise. I live by the idea that every job done well is an art form, but I think that when it comes to certain professions, there is a problem with how they are portrayed and perceived. Today, a young man or woman does not dream of becoming a craftsperson because they think it is not an interesting career or that it does not pay enough. Nothing could be further from the truth, but it is precisely the way these professions are portrayed that is mistaken.

That said, I believe innovation is exactly what younger generations can bring to these contexts, thanks to their way of thinking, which in some respects is different and new. Certainly, everything is made more difficult by the fact that entrepreneurship is not strongly encouraged in Italy and that, in most cases, the education system does not adequately prepare you for the world of work.

Let’s talk about the people who promote Made in Italy abroad: what responsibility do Italians have in taking pride in our culture and traditions beyond our borders?

I believe it is a great responsibility, and I think we do a fairly good job of it. I believe that when we leave our borders, we become proud of what we have left behind and, not surprisingly, once abroad we tend to be very supportive of one another: we help each other and enjoy sharing experiences, habits and typical traditions.

This happens above all because sometimes we take our way of life for granted, whereas when we leave Italy, the situation is reversed and we recognize its value. As a result, we are happy to share and spread the pride we feel.

Have you ever had to deal with Italian stereotypes?

Absolutely, and that is precisely the narrative we try to distance ourselves from as much as possible. Eccellenza Italiana was created specifically to promote a narrative of Italy that is true, authentic and free from stereotypes.

Even at the risk of sounding rhetorical, I believe Italy is one of the countries richest in artistic, industrial, artisanal and culinary heritage. If it were a book, it would certainly have countless pages: a work that people would want to read, as long as it were written with sincerity and authenticity.

However, we must not focus only on the best-known areas, such as our artistic and cultural heritage. Don’t get me wrong: we have an extraordinary wealth of material in this regard, and it is right to celebrate and promote it. But we should also think about the countless stories of entrepreneurship and the companies that are now admired abroad, such as Emilia-Romagna’s Motor Valley.

So it’s not just about our beaches and monuments, but also about our companies: we have an enormous amount of expertise, and we have a responsibility to turn it into something that attracts and inspires people.