The Italian chili pepper market is facing challenges due to high domestic demand and low production, leading to dependence on imports from non-EU countries like China, Egypt, and Turkey. These imports undercut the quality and price of locally produced peppers, despite the potential for higher quality and traceability under European regulations. The high cost of Italian production is due to labor and quality control expenses, and the industry seeks to enhance the product's value and competitiveness through territorial denominations, varietal improvement, and modernization of processing techniques. Most production is in southern Italy, with a significant share exported, particularly to the Netherlands.