Due to recent international environmental awareness campaigns that have involved the local population (such as Fridays for Future), much attention has been paid to sustainability and the environmental impact of productive processes, particularly related to diet habits. Indeed, the demand for artisanal ice cream (instead of the industrial type) has increased and is leading to the growth of the overall European ice cream market, as Gelato forms a significant segment of artisanal ice creams.
In terms of numbers, Gelato represents a sector that contributes to the direct employment, especially of young people, of about 300,000 workers in about 50,000 gelato parlors throughout Europe.
Regarding the market, in 2021, ice cream sales reached 9 billion euros, equal to 60% of the world market, with a growth of 30% compared to 2020. Gelato parlors are increasingly numerous not only in Italy (about 39,000 stores) but also in the rest of Europe. In Germany alone, there are 9,000 in which more than 20,000 people work, half of which are of Italian origin. And Spain (2,200 ice cream shops), Poland (2,000), and England (1,100) are equal, followed by Austria (900), Greece (680), and France (450).
The European ice cream market has suffered due to the economic slowdown during the COVID-19 pandemic and the consequent government restrictions on restaurants, retail and cultural places related to gastronomy. The Lockdown has introduced new changes in the consumer’s choices, particularly related to gastronomy, since in such critical situations, following healthy habits is extremely important for physical and mental health. It is therefore relevant to understand which of these recent trends will be maintained in the future. One phenomenon that will remain in the long term is the progressive use of technology, both to increase efficiency and competitiveness.
Hence, adopting the most performant solutions and exploiting information technology is essential for companies to be distinguished and to gain a competitive advantage over others. Data management will be another key tool to create additional sales since it offers customized solutions for clients and profound supply chain analysis.
The GELATOn the ROAD project represents an opportunity for the cultural tourism players to cooperate at European Level, as well as an encouragement to develop, experiment, disseminate, and apply creative and sustainable practices for cultural tourism.
The central concept on which the project is based is the Road and Cultural Tour concept, i.e. an itinerary throughout European regions guiding the visitors to the most meaningful places about gelato production or information. The European Road of Gelato (ERoG) is a physical itinerary inviting tourists to visit the sites connected to Ice Cream culture and an immaterial network among realities with shared interests and experiences in this sector.
The Road is a way to catch the attention and attract visitors towards both the topic of gelato making and the regions where this product is mainly produced. Around the concept of the Road, the project will also build other activities, such as the assessment of the quality and sustainability of the product, the mapping of stakeholders and ingredients providers, the creation of an EU label, an itinerant museum, and more activities to train professionals and disseminate about project contents.
The project wants to support a sustainable cultural tourism model through the European interconnection of artisanal ice cream. To preserve traditional products and processes as well as craftsmanship and know-how about quality ice cream making, Gelato uses fresh local products and a specific process often detailed in disciplinaries and regulations.
The tourism economic sector connected to the Road is also essential; the project will support and train tourism operators to prepare them for the development of itineraries and activities concerning the ERoG and apply sustainability and quality principles promoted by the project.
The Road concept also reflects the idea of a network of subjects and sites, all linked and connected by a shared vision and common objectives to bring forward the tradition and know-how about artisanal ice cream.
