Made in Italy Food Products: A Comparison of Tourist-Oriented Stores and Local Grocery Stores

This thesis uses an ethnographic method to compare how “Made in Italy” food products are marketed and perceived in two different retail settings in Milan: tourist-focused shops and local supermarkets. By observing product categories such as pasta, olive oil, cheese, and tomato sauce, the study explores how retail context influences consumer interpretation of authenticity and value. The research builds on current studies of food souvenirs by focusing on how retail environments shape meaning beyond the food itself. It emphasizes that cultural and emotional value is often created through presentation, rather than just through product origin or ingredients. The findings reveal clear contrasts between the two types of stores. In tourist-oriented shops, products were framed as cultural symbols using decorative packaging, storytelling, and higher prices. In local supermarkets, the same items were treated as everyday necessities, with minimal packaging and a focus on price and convenience. This suggests that food souvenirs are more than just edible items; they are part of a broader cultural experience shaped by how and where they are sold. These insights contribute to understanding how value and authenticity are co-created by producers, retailers, and consumers within the retail space.