The creative resilience and the myth of ‘made in Italy’ in the agri-food sector

This paper addresses the question of how the Italian agri-food sector has developed original strategies of resilience in the face of multiple challenges posed by globalization, market crises, and evolving consumption patterns. Drawing on the concept of creative resilience - a form of resilience that combines adaptability and innovation with a strong symbolic dimension - the essay reflects on the distinctive ability of certain typical Italian products to reinvent themselves without severing ties with tradition. Through a critical reading of the literature on Made in Italy, the essay illustrates how the reputation of typical products is built on a blend of material and immaterial values, historical narratives, and creative marketing strategies. The construction of the myth of authenticity and tradition becomes a key asset for companies, especially in a globalized market marked by homogenized consumption. Through a multidisciplinary approach that connects economic history, cultural studies, and marketing theory, the study investigates the historical roots and contemporary trajectories of three emblematic products: Parmigiano Reggiano, Balsamic Vinegar of Modena, and Vermouth. Despite their differences in origin and development, these products display distinct forms of resilience, all characterized by their ability to combine quality, storytelling, and territorial rootedness. Moreover, the paper highlights the crucial role played by institutions (consortia, certifications, public policies) in making this process both possible and visible. In conclusion, it proposes a multidimensional and active vision of agri-food resilience, conceived as a cultural practice capable of generating economic, social, and symbolic value.