In Italy, Austerity Is Served on Homemade Bread

Money is tight, so Italians are upending decades of food culture by frequenting bakeries less and baking more loaves at home.
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A bakery in downtown Rome on September 18, 2008. (Tony Gentile/Reuters)

In the land that invented La Cucina Povera -- literally, the poor man's kitchen -- it's no surprise to witness an increase in home baking. Figures recently released by Coldiretti, the association of Italian farmers, are staggering. Italians are buying record amounts of flour, eggs, and butter - the highest since World War II. A third of Italians are using these ingredients to make more pizza, and 19 percent are baking more bread at home.

A combination of Italy's financial crisis and a greater awareness of local food are pushing the trend, says Jeannie Marshall, a Canadian expat and author living in Rome. "I bought a loaf of wonderful bread recently, which lasted us two days, but it was more than 5 euros for the loaf, so it's not really cheap. You can make the same thing for about 80 cents, so there's definitely an economic component to it."

Austerity means that more Italians are making bread at home -- but ten percent of small bakeries in and around Rome have shut in the last two years alone.

The surge in bread making is a stark contrast to 2007, when Italian bread consumption was at its lowest.

That's because Italian bread wasn't very good, Marshall explains. "The 2007 low was partly due to the quality of bread being so poor. It was really bad, but it's gotten a lot better now, you can find all these great grains, like the Lariano, which is semi-grain bread. The price for good bakery bread has gone up too, though. "

Pierluigi Roscioli comes from a family of Roman bakers, and owns Forno Roscioli, a bakery in Campo de Fiori, a neighborhood well-known to tourists and wealthy residents.

"The quality of middle-of-the-road bread is very low in Italy, so a lot of people who appreciate good bread and like to eat healthy have started to make bread at home. There is also a large group of people who make their own bread for economic reasons. In the last five years, the trend has increased steadily," Roscioli said. For the unemployed, less money and more time makes bread-making a no brainer. "You save money and feel you're doing something good for your family."

But this cottage industry has had a serious impact on local bakeries. Ten percent of small bakeries in and around Rome have shut in the last two years, according to CNA, the Italian Association for Small and Medium Artisan Businesses.

Bernardino Bartocci, president of the CNA in Rome, says local bakeries can't compete with the buying power of hypermarkets, massive supermarkets that pile goods high and offer low prices -- now a staple of Italy's suburbs. The choice: adapt or die.

"They have to sell more than bread. Now, bakeries are producing traditional Italian cookies and cakes to increase their offering."

Bakers like Roscioli, with his central location, haven't seen a drop in retail business, but he has suffered a loss of 10 to 15 percent in the last two years because of his increased wholesaling. He supplies bread to supermarkets in the middle class suburbs of Rome. "People like the quality, but they prefer to save money on bread."

Presented by

Amy Guttman

Amy Guttman is a London-based multimedia journalist who has written and reported for CBS News, NPR, and the Associated Press. 

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