Italy’s Agriculture Minister Luca Zaia helped prepare a McDonald’s sandwich yesterday at the fast food chain’s flagship restaurant near the Spanish Steps in Rome. The occasion was the launch of the “McItaly” line, which, says the Minister, makes a strong statement to all who believe that Italian agricultural produce should be used at every level of the restaurant business in Italy.
In the next month McDonald’s Italia will use 1,000 tons of Italian produce, valued at 3.5 million euros, to make the two new McItaly sandwiches and a new, Italian salad. Mipaaf [Ministero delle politiche agricole e forestali – the Ministry of Agricultural, Food and Forestry Policies] has sponsored the line.
The Minister says that the initiative will bring Italian produce to the young as 50% of McDonald’s customers in Italy are under the age of 35.
He also hopes that the chain’s customers in other countries will ask for the “McItaly” so that Italian agricultural exports can be boosted.
He added,
“I want this sandwich to become an international ‘must-have’ food item.”
McDonald’s Italia Director Roberto Masi said that the sandwich launched yesterday, which consists of an artichoke spread topped with Asiago cheese, lettuce and, of course, a burger on 100% Italian bread, is already being sold in Switzerland. Next week the sandwich will arrive in France and later it will be sold in Spain, Portugal and Holland.
In three weeks’ time the second McItaly sandwich will go on sale. It will consist of a hamburger garnished with Italian olive oil, grilled onions and smoked pancetta. The McItaly salad contains lettuce, bresaola and parmesan.
Will you ask for the McItaly?
