In the context of contemporary Italy, a political visit to an industrial facility can turn into an unexpected media battle, fueled by the ideological polarization that permeates the public debate. The latest episode in this dynamic was the case linked to the Rummo factory in Benevento, which attracted national attention following the visit of the League leader, Matteo Salvini. The factory, resurrected from the devastating flood of 2015, has become a symbol of Italy’s industrial renaissance. But Salvini’s visit provoked an unexpected reaction from some political sectors, giving rise to a controversy that goes beyond the world of the food industry. The boycott was orchestrated mainly by the left, who decided to label the Rummo mass as the “fascist mass”. Accusations of collaboration with a “Po Valley secessionist” sparked a social media storm, with the hashtag #boycottrummo quickly gaining traction.
Cosimo Rummo, owner of the company, expressed his surprise and disappointment at this reaction, highlighting the open and inclusive nature of his business. He said he was “literally speechless” at the level of animosity and resentment shown by those who accuse him of opening the factory doors to a right-wing political leader. The case recalls similar episodes from the past, such as that of Barilla, where the boycott on social media had a significant impact on the company’s reputation. The fundamental difference is that, in the Rummo case, political polarization seems to have reached more intense levels, with aggressive language and a clear lack of respect in the online “debate”.
Cosimo Rummo’s reaction was one of perplexity and bitterness. He tried to explain that his company welcomes everyone, regardless of their political affiliation, and emphasized the social value of business. His statement that “businesses have social value” was an attempt to reiterate the importance of keeping political issues separate from the corporate sphere. And after that of 2015 in Rummo, a new unexpected landslide arrived, with the left wishing, as always, ill will towards Italian companies.
Source: IL Tempo

Emma Fitzgerald is an accomplished political journalist and author at The Nation View. With a background in political science and international relations, she has a deep understanding of the political landscape and the forces that shape it.