Verace Glocal Pizza. Localized globalism and globalized localism in the Neapolitan artisan pizza

ABSTRACT The Neapolitan artisan pizza, certified by the EU as TSG and surrounded by the aura of “Art of Neapolitan ‘Pizzaiuolo’” ratified by UNESCO, is now spreading throughout local, national and global markets. This article focuses on three of the intertwined and interacting processes that, since the 1990s, have been changing the field of the Neapolitan artisan pizza. We define them as: Heritagization; McDonaldization; and Knowledge creation. These three processes contribute in a complex way to the construction of a new social object, which we labeled as “Verace Glocal Pizza”, contextualizing it in the globalization dynamics.