Controversy: Oscar Farinetti and former champion Kristian Ghedina also oppose KFC.

"I'm not prejudiced against innovation, but I believe that the mountain environment and what tourists seek in a mountaintop experience are polar opposites to fast food culture. It's not a question of parochialism or nationalism, but there's a clear difference between the culture, identity, and tradition that, I imagine, everyone who visits our extraordinary mountains seeks, and a food culture that represents the exact opposite." This was stated by the Minister of Agriculture, Food Sovereignty and Forestry, Francesco Lollobrigida, regarding the announced opening of KFC in Cortina d'Ampezzo and Madonna di Campiglio.

The openings have been announced for December 5, 2026, coinciding with the start of the winter season. The first location will be located in Madonna di Campiglio, at an altitude of 1,700 meters, in the Piana di Nambino area, next to Meraviglioso Campiglio. The second will be even higher, at 2,123 meters, in the Monte Faloria-Cristallo area of Cortina d'Ampezzo, within the Faloria Mountain Club.

"Beyond the products that will be distributed, nothing is further from the serenity of the mountaintops than quickly gorging on a standardized and homogenized product. I believe and hope that tourists and citizens themselves will give a categorical opinion on this model," the minister emphasizes, "continuing to choose excellent products in the refuges that prioritize quality and the well-being guaranteed by the conviviality that makes our cuisine the only one recognized on the planet as a heritage to be protected and defended. Citizens will be the ones to make the final judgment on this choice, and I hope that institutions, including local ones, will intervene with regulations to protect a food model that is both sought-after and appreciated."

"Legitimate competition in our mountains, including in the restaurant industry, must focus on achieving quality that's accessible to all, including in terms of cost. This is the challenge, without having to fall back on levels and standards that, in my opinion, are lower in both quality and culture," he concludes.

Lollobrigida's critical comment echoes other polemical comments. "I can't say they're bad, they're simply offering us a product that has absolutely nothing to do with our history and culture," said Oscar Farinetti, founder of Eataly, in an interview with Radio Veneto 24. For Farinetti, "there are bureaucratic rules that have made being a host today a missionary act. Meanwhile, large multinationals, especially American ones, are very good at rationalizing costs, and come to the most beautiful country in the world, to places frequented by tourists, to offer their format."

Former ski champion Kristian Ghedina has been also strongly critical: "the mountains deserve respect, and those who come to the mountains and to Cortina ask for pastin, they want the typical cheese, I don't think they're looking for fried chicken."

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