What Made in Italy and Silicon Valley Have in Common

Google Cultural Institute, in collaboration with the Italian Ministry of Agricultural, Food and Forestry Policies and Unioncamere, launched Made in Italy — a dedicated section of the platform designed to showcase authentic Italian products, their origins, and their cultural value.

As expected, we immediately explored the Emilia-Romagna section and were pleased to find iconic regional products such as Aceto Balsamico di Modena, Parmigiano Reggiano, Mortadella di Bologna, and many other local specialities featured prominently. Each product page highlights historical background, geographical provenance, and production techniques, supported by high-quality photography and an intuitive interactive map that allows users to explore products by region.

The initiative was officially announced by Eric Schmidt during the Big Tent event in Rome and launched publicly in early 2014. While the platform clearly aims to promote Italian craftsmanship and food heritage globally, its implications extend well beyond simple cultural storytelling.

New Digital Strategies for Italian Producers

The primary objective of the Made in Italy project is not simply to provide a discovery tool for food lovers and cultural travellers. According to Eric Schmidt, digital visibility plays a key role in strengthening economic growth for small and medium-sized agricultural businesses.

Italy possesses an extraordinary concentration of high-quality products rooted in craftsmanship and territorial identity, yet online visibility remains limited. Statistics show that only around one-third of Italian businesses have a website, and only a small fraction operate an e-commerce channel. This represents a missed opportunity in an increasingly digital global market.

Projects like Made in Italy demonstrate how digital platforms can help producers improve discoverability, brand trust, and international reach — provided that infrastructure and digital literacy continue to improve.

New Opportunities for the Italian Economy

Roberto Moncalvo, president of Coldiretti, has highlighted the platform’s role in helping combat the Italian sounding phenomenon, which diverts billions of euros annually from authentic Italian producers by misleading consumers through imitation branding.

Former agriculture minister Nunzia De Girolamo welcomed the initiative as a symbolic bridge between “Food Valley and Silicon Valley,” while also noting the need for more concrete economic impact. One potential evolution could be the integration of e-commerce capabilities, allowing verified producers to sell directly to international customers.

New Challenges and Future Partnerships

From Google’s perspective, increased rural connectivity benefits both local economies and digital service adoption. Faster broadband infrastructure enables small producers to access digital platforms, reach global audiences, and participate in international trade.

At the same time, regulatory challenges remain unresolved, including taxation frameworks for multinational digital platforms operating within Italy and the European Union. These policy discussions will shape how future digital–agricultural partnerships evolve.

In the meantime, the Made in Italy project offers an excellent window into Italy’s authentic production culture and craftsmanship. You can explore the initiative directly at google.com/culturalinstitute/project/made-in-italy.

If you’re interested in experiencing authentic Italian food culture beyond the screen — meeting real producers and understanding how regional products are made — explore authentic Italian food experiences and culinary heritage with Emilia Delizia, where tradition, geography, and craftsmanship come together.