Pesto is the second most used sauce in the world to season pasta after tomato sauce and is the third most consumed cold sauce in the world after ketchup and mayonnaise. The Pesto Genovese al Mortaio World Championship, born in 2007 and returning next March 23 for the 2024 edition, reaffirms its Ligurian origins and the quality of local and national ingredients. In 17 years, the Championship has succeeded in establishing itself worldwide through events and communication, it has drawn the perimeter of "what is or is not Genoese Pesto" (the official recipe of the Championship has become the global reference model), it has contributed to greater consumer awareness and thus to the affirmation of Ligurian PDOs, and finally it has caused a "trigger effect" by managing to give voice and image to the entire Ligurian territory and its excellences. Pesto is an increasingly fashionable and increasingly popular sauce. In pasta sauces it has already for some years taken the lead in international communication (estimated at +7% compared to other tomato-based sauces) and the market has become richer, but also invaded by "non-pesto sauce", low quality and "information noise" that threatens to confuse its Ligurian origins: in the last three months it was talked about 45% in North America, 27% in Europe - of which Italy 16% - and 28% in the rest of the world.
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