How Italian Producers Are Making Fruit & Vegetables Cool again for Gen Z

Jul 29, 2025 131

It starts with a bite: a cherry still warm from the tree, a tomato sliced open on a cutting board, its scent filling the room. This is the Italian food the world falls in love with—not just for its flavor, but for its feeling. Because here, food isn’t engineered or anonymous. Each fruit or vegetable carries a story, a dialect, a region. This biodiversity is Italy’s quiet superpower—an ever-changing patchwork of colors, textures, and tastes that resists the blandness of globalized eating. Food here, beyond nourishment, is culture, memory, expression.

But for many young Italians, that connection is slipping. There’s a revolution ripening in Italy—not in the fields, but in the minds and habits of the next generation. For all the national pride in Mediterranean diets and seasonal bounty, less than half of young Italians eat fruit daily. 

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SOURCE: https://italysegreta.com

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