The “Buy Local” campaign returns with Confartigianato’s invitation to give and treat oneself to artisan-value products made in Italy—expressions of the creativity and uniqueness of businesses from Italy’s diverse territories. Veneto ranks third in Italy for Christmas purchases, with a projected expenditure of €2.2 billion on agri-food products and other goods and services typical of the holiday season. The Treviso area boasts 392 typical products and services, with the agri-food sector taking the lead with 244 food and beverage items, stemming from 5,944 businesses in the province—30% of total artisanal enterprises—providing employment to 21,544 people.
What drives consumers to choose artisan products for the holidays, comments Loris Balliana, Vice President of Confartigianato Imprese Marca Trevigiana, is the pursuit of quality products made from raw materials that ensure durability, beauty, uniqueness, and, above all, craftsmanship executed to perfection. This campaign aims to promote the purchase of artisanal products, supporting not only our businesses but also the local economy. It becomes an act of solidarity for the welfare, economic ecosystem, and culture of the territory.
According to Confartigianato forecasts, Italians will spend €26.5 billion in December for Christmas, 27.6% more than the annual average. Six out of ten small businesses operate in local markets, and 12.1 million consumers—23.5% of the population aged 14 and over—purchase zero-kilometer products. Nearly two-thirds of spending, amounting to €17.5 billion, will be dedicated to food and beverages, with a strong emphasis on products that showcase local identity, typicity, and quality. Italy boasts 327 high-quality agri-food products, 529 DOC and IGT wines, and 5,640 traditional agri-food products (PAT). Relationships between businesses in the agri-food sector create the largest supply chain in Italy, generating €130.9 billion in added value through 204,789 companies employing 2,589,000 people. Micro and small enterprises dominate this chain, representing 97.6% of total businesses. In Veneto, the supply chain’s added value accounts for 10.6% of the national total. According to Confartigianato, the increasing focus on the uniqueness and sustainability of bespoke, personalized, and durable products with a strong territorial identity is driving demand for artisan goods.
Every artisan product reflects the ability to blend tradition and modernity while honoring the value of a centuries-old manufacturing culture, concludes Loris Balliana. Artisans offer tailored services, from consultancy to repair and personalization, fostering a trust-based relationship that today’s consumers highly value. Confartigianato has been promoting sustainability and circular economy policies for years, which is why families reward the artisan sector with their purchases, recognizing its good practices that reduce waste and protect the environment.
THE VALUE OF AN ARTISAN GIFT
Choosing a gift produced by an artisan enterprise is not just an act of consumption, but becomes a gesture that values labor, creativity, the environment and the community. It is an investment in excellence, sustainability and cultural identity, which carries with it a profound ethical and relational dimension. The essence and impact of artisan work is given by tradition and innovation, with products rooted in history but open to the future; by sustainability, with the use of renewable resources and circular processes; by craftsmanship and richness of know-how, in workshops where there is transmission of skills, apprenticeship for young people and enhancement of talent; by relationships and trust, based on customer care, reliability and community cohesion; and by identity and culture, where the product represents the genius loci and cultural heritage of the area.
KEY FIGURES ON ARTISANAL FOOD PRODUCTION
– €17.5 billion spent on food and beverages by households in December.
– 70,567 artisan enterprises in food, beverages, and catering—1.5% of total Italian businesses and 6.7% of national artisanship.
– 264,000 employees in artisan food, beverage, and catering businesses—1.4% of the total Italian workforce and 10% of the artisan workforce.
– +1.3% increase in retail sales of food products in the first nine months of 2024, outperforming the total growth of +0.6%.
– +1.5% increase in food and beverage production in the first nine months of 2024, contrary to the -3.4% decline in manufacturing.
– €56.5 billion of Made in Italy food and beverage exports (12 months ending August 2024)—9.5% of manufacturing exports and 2.6% of GDP, a historic high since 1995.
– +8.7% growth in food and beverage exports in the first eight months of 2024 compared to the previous year, against a -0.7% decline for overall Made in Italy exports.
– €1.065 billion in holiday sweet exports (12 months ending August 2024), making Italy second in the EU after France and Germany, with a +12.8% annual growth rate (vs. +0.5% for total goods exports).
– €7.9 billion in Italian wine exports (12 months ending June 2024)—1.3% of manufacturing exports and 0.4% of GDP, making Italy second in the EU after France, with 67.1% from Veneto (36.3%), Piedmont (15.6%), and Tuscany (15.2%).
– 327 quality agri-food products registered under DOP, IGP, and STG certifications, with one new product added this year.
– 529 registered DOP and IGP wines.
– 5,640 traditional agri-food products (PAT) distinguished by long-standing processing, preservation, and aging methods.
