Italian Pizza as a Tool of Soft Power
Italian pizza is not only one of the most iconic products of Made in Italy, but also a genuine tool of soft power capable of promoting Italian culture, traditions, quality, and innovation around the world. This was the key message that emerged during the press conference held in the Press Room of the Italian Chamber of Deputies for the official presentation of Pizza Bit Competition UK, the international competition created by Molino Dallagiovanna to identify and showcase the best professional pizza chefs in the United Kingdom.
Hosted by Hon. Simone Billi, Chairman of the Committee for Italians Abroad of the Chamber of Deputies, the event brought together representatives from institutions, the agri-food industry, and the hospitality sector to discuss the role of Italian pizza as an ambassador of Italian excellence overseas.
Opening the conference, Hon. Simone Billi highlighted the cultural and symbolic value of Italian pizza: “Pizza is much more than a symbolic Made in Italy product: it is an ambassador of our culture, traditions, and Italian quality around the world. That is why we must continue to promote and support it.”
Moderated by Lavinia Martini, Editor-in-Chief of CiboToday, the conference featured contributions from Sabrina Dallagiovanna, Sales & Marketing Manager of Molino Dallagiovanna; Antonio Braccio, owner of Fatto a Mano Pizzeria; Lorenzo Sirabella, Executive Chef at Dry Milano; Andrea Salvagni, Sales and Procurement Director of Salvo 1968 Ltd; and Salvatore Aloe, co-founder of Berberè. Each speaker provided a different perspective on the success of Italian pizza in the British market.
Sabrina Dallagiovanna, representing the sixth generation of the Piacenza-based company that has been cleaning and milling wheat to produce professional flour for nearly two centuries, explained the reasons behind launching the competition in the UK. “The UK is a leading market and particularly receptive to pizza trends. For years, we have exported not only our flour but also pizza culture around the world. Bringing Pizza Bit Competition UK here means further enhancing that culture while searching for an Ambassador capable of promoting the value of Italian products throughout the United Kingdom.”
She also emphasized how the British market has become one of the most dynamic environments for the evolution of contemporary pizza, rapidly embracing innovations, techniques, and new trends originating from Italy.
Addressing the importance of high-quality ingredients and the challenges faced by industry operators, Andrea Salvagni, Sales and Procurement Director of Salvo 1968 Ltd, a company specializing in the import of premium Italian food products, commented: “Since Brexit, there have been several challenges, particularly regarding the import of specific products such as cured meats, dairy products, and ultra-fresh goods with a very short shelf life. Unfortunately, we have had to reduce part of our offering to restaurants, but Italian products remain the most appreciated and sought-after. Italy and Italians have brought pizza culture, ingredient culture, and have successfully told the story of our country through Italian craftsmanship and culinary excellence.”
A perspective more closely linked to the restaurant sector was offered by Antonio Braccio, owner of Fatto a Mano Pizzeria, who highlighted how Italian pizza continues to win over British consumers thanks to the quality of its ingredients, the professionalism of pizza chefs, and the ability to innovate while remaining deeply connected to tradition.
Also speaking during the conference was Salvatore Aloe, co-founder of Berberè, one of the most respected names in contemporary pizza. He underlined that the international success of Italian pizza is the result of a long journey based on research, training, and the enhancement of production supply chains—elements that have made Italian pizza a benchmark product worldwide.
Offering a different perspective, Lorenzo Sirabella shared how Dry Milano followed the opposite path by taking inspiration from the UK’s mixology culture and bringing it to Italy, particularly to Milan, creating a reverse model of cultural promotion.
During the conference, organizers also presented the details of the first British edition of Pizza Bit Competition UK, which, after its success in Italy and its debut in Spain, is now arriving in the United Kingdom with the goal of identifying the future Dallagiovanna Pizza Ambassador UK.
The regional qualifying rounds will take place on:
- 8 September 2026 – Pizza Nerds, London
- 29 September 2026 – Pizza Solutions, North Yorkshire
- 20 October 2026 – Fatto a Mano, Brighton
The national final will be held on 18 November 2026 in London during the European Pizza Show, where the selected finalists will compete for the title of Dallagiovanna Pizza Ambassador in the United Kingdom.
Applications are now open through the official competition website.
The initiative is supported by leading industry partners including Salvo 1968 and TheFork, and aims to provide pizza professionals with an important opportunity for growth, networking, and international visibility.
A clear message emerged from all speakers during the conference: pizza is not merely an Italian gastronomic excellence but an extraordinary cultural vehicle capable of telling the story of Italy’s territories, traditions, ingredients, and craftsmanship. It is a heritage that continues to grow and gain new ground in the United Kingdom, helping to strengthen Italy’s image around the world through one of its most beloved and recognizable symbols.
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