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Plants, flowers, fruits and medicinal herbs are the natural treasures of Calabria and of our province is a "natural pharmacy", which draws its strength from the soil, rich in a wide variety of minerals and micro - very specific. An enormous wealth of our country. I am a fifty plants the best known and used in our territory, for health, beauty but also for cooking. Since ancient times they are the sources nature offers medicines for the treatment of disorders and illnesses. Discoveries randomly experiencing their potential therapeutic, medicinal plants have been analyzed over time, studied and classified into their components and active ingredients. E 'nato as a method of treatment "sweet" that exploits the potential pharmaceutical active ingredients contained in plant, capable of activating recognized biochemical reactions inside the body like the official pharmacopoeia of medicines of which they constitute the basic substances with therapeutic efficacy. Use more specific to health is that of the distillate and the juice of bergamot, followed a long tradition that gave birth to a controlled therapy by precise scientific research and that, if practiced in spas and wellness centers, could be l 'winning innovative idea. Its particular therapeutic action is related to vasotrofica, antioxidant, regenerative and restructuring-with the particular atmosphere and balsamic aroma. Other products based on strong curative are olive oil and wine. They are the basic elements dela so-called "Mediterranean diet". E'ormai ground by a huge amount of scientific work on the role played by this diet. Olive oil, a glass of wine and the regular consumption of fish are now universally known as a natural shield against cancer and heart failure. E 'possible to prevent the extra virgin olive oil. Whether it is a natural shield against heart attacks and cancer have confirmed two studies conducted on humans, who have previous laboratory tests. The first results of the research, show that promoted the role of antioxidant phenols, natural chemicals contained in olive oil plays a protective action with respect to both cardiovascular diseases such as heart attack, stroke and thrombosis is about diseases like cancer and degenerative disease of Alzheimer's disease. The searches were conducted by two different agencies in the Center for the Study and Prevention of Cancer Florence and the Department of Pharmacological Sciences, University of Milan. But the advantages are other dell'extravergine: Olive oil contains small amounts of antioxidants with anti-inflammatory effect, and antithrombotic. Even the wine are attributed pursuant beneficial. A survey conducted by the Harvard School of Public Health, Boston, and published by the New England Journal of medicine, " conducted on 38 men free of cardiovascular disease observed for 12 years showed that those who consume wine three to four times a week presents a risk of heart attack by 32% lower compared to teetotalers. Obviously alcohol consumption must be limited to 30-40 grams per day for men and 20-30 days for g.al the woman. The wine has the advantage of containing a cocktail of substances of grape flavonoids, which have shown significant protective effects. Other forms of recruitment, not if swallowed, can occur. For example with so-called "wine". Grains grapes contain polyphenols, trace elements and precious vitamins to combat aging as they are one of the most powerful antidote against free radicals. They also share a deep smoothing, moisturizing and good nutrition for the skin to return young and elastic. Are now quite sought massage with hot wine and extracts of grape seeds micronised; immersion in a whirlpool bath with red wine and water, and massage oil seeds, and the bandage with warm wine and grape seed oil for more hydro with water and flavored oils, toning, and facial treatment with essential oils and extract of grape seeds. In general, with regard to dermatological treatments, they would be when the physiological mechanisms of tissue regeneration are deficient or insufficient, and 'important to use a mechanism of supplementation. Today, for the first time is possible by means of therapeutic and non-traumatic non-invasive induction of natural collagen, hyaluronic of, dell'elastina, fibronectin, with nucleic acid precursors that stimulate production. Impoverishment of collagen of the skin promotes the appearance of wrinkles, photoaging, and other degenerative processes. The treatment provides complete rejuvenation, after general and appropriate drainage of the face, with the nourishment of the skin through a pool of molecules able to repair the aged cells and stimulate their replication and metabolic functions inside, cutting through an antioxidant protocol, the presence of free radicals that tend to make them grow old and die prematurely. The food is made up of extracts in powder-based vitamins, amino acids, growth factors, molecules antioxidant (anti free radicals), nucleic acids, polypeptides and active-acting anti-jaluronidasi. For this purpose, as already mentioned, can be very useful to a transdermal device which carries the active ingredients penetrate them way down to specific receptors located at the point of injury or blemishes. Thus triggers the physiological process of liberation of large quantities of growth factors of their own. This allows the start of the restructuring of the entire dermis in the treated area with a visible improvement importance of stretch marks but also wrinkles and scars. A therapeutic strategy targeted depends restoring the balance metabolic venolinfatico microcirculation and the consequent improvement of the metabolism at the level of interstitial matrix and the mechanisms that regulate the welfare of the tissue. Vasotrofica targeted therapy is also based on the use of derivatives such as phytotherapy diosmina, la rutina and centella. Results with the transdermal system can be obtained by vasoactive drugs that act of draining lymph general and district. The apparatus of hydroelettroforesi is the half that made for the care of the imperfections of skin and organ disorders, with the current limits of penetration of 10 cm, as demonstrated by studies in experimental animals and from work published in international journals. This method uses a route of more rational that allows active ingredients to arrive, leaving the intact skin, directly to the outbreak of the lesion without damage to affected areas not to cure. The drugs carry out their work in less time, to a greater concentration and less used Other positive results include: longer duration of action, improved efficacy, no side effects, no systemic effects, no contraindications, toxicological harmless; motor activity, rapid recovery, reduction in number incomplete healing, reducing the number days illness. The method t.e.b. Farma through the action of active ingredients of drugs or pesticides enriched by the active components of bergamot juice or derivatives thereof, is an important tool for treating skin blemishes, for strengthening muscles, for the treatment of pain, disease d 'body especially those not treated with other effective methods. Expanding briefly over the goods in the title (citrus, olive oil and wine), many other ingredients of the Mediterranean diet has beneficial effects. Another study, always appeared in the New England Journal of medicine (among the researchers, Professor Attilio Giacosa, Director of Gastroenterology and Nutrition Clinic of the Institute for Cancer Research in Genoa) shows that some foods have protective potential against cancer . Especially vegetables and fruits. But some sources of protein are important: the fish is preferable to meat, since it can prevent both the intestinal cancer, both breast and prostate. But the new frontier of studies on preventive effects of food to the gene-environment relationship. Many genetic situations individuals may be favored or not by 'feeding the diet may therefore "modulate" the gene. Folic acid (contained in vegetables and legumes) taken during pregnancy, affects the ability to reproduce. Some fibers, such as bran, are metabolised in the intestines and fermented, producing butyric acid, which promotes apoptosis, or "programmed cell suicide. These in fact, trigger a mechanism of "self cleaning", which eliminates hazardous. Finally do not forget the 'proper diet, which prevents the so-called metabolic syndrome, which presents with abdominal obesity, hypertension and high blood sugar (diabetes hall), due to lack of motion and an excessive and inappropriate. To avoid the excessive consumption of foods apparently "harmless" like pasta, for years no longer full and then only composed of simple carbohydrates. It could raise the level of blood sugar by stimulating the production of insulin which breaks down. But insulin can stimulate uncontrolled proliferation of cells in the intestine breast and prostate cancer, promoting cancer. Focus on Scientific bergamot. The juice of bergamot, thanks to the synergy of its components (contains 18 amino acid precursor of collagen) and high in bioflavonoids content is integrated in the delicate balance of physiological defense systems. Is powerful antioxidant inhibitor of free radicals, especially the compartment formed by vessels and, in particular, vascular sull'endotelio. To protect the endothelium is a vital antioxidant. The essential reason is that prevails here of the various ROS converge toward the hydroxide radical, the most powerful oxidant. With the use of new therapeutic vessels is remodeled, becoming more like a normal vascolatura: less permeable, less dilated and less contorted with functional improvements: decrease in interstitial pressure, increased oxygen, better penetration of drugs. Other drugs can be transported more efficiently, and can perform its action on tissues affected by pathological processes. The juice of bergamot is able to counteract the oxidative processes triggered by oxygen free radicals, believed to be responsible of an early cell. have anti-inflammatory and anti-business and reduce the permeability and fragility capiIlare. He works as an antioxidant and radical scavenger: Flavonoids are a preventative strategy to strengthen the endogenous antioxidant defenses. Numerous scientific studies have shown that flavonoids have an effective contrast to the formation of reactive oxygen species (ROS), which are involved in oxidative modification of DNA, the Iipidi and proteins, the basic processes of aging, the degeneration of tumor type and many other types of neurodegenerative diseases, cardiovascular or inflammatory. In particular, the esperidina improves trophism of interstitial collagen, making it more stable, inhibits the formation of lysosomal enzymes responsible for the loss of mucopolysaccharides of the endothelial wall and the substance is more effective in determining the metabolic stability of proteoglycans wall and the resistance of the wall -capillary venules. Flavonoids stimulate the synthesis of collagen and the 'wall of elastin by increasing vascular tone and resistance. Fixed to the cell membrane dell'endotelio vascular contribute to its stabilization and stimulate the processes of capillary troficoriparativi damaged. The activity levels of bioflavonoids contrast to cicloossigenasi and braking on the transformation of arachidonic trombossano in, the precursor of platelet thrombi. Adjuvant activity levels in the synthesis of compounds prostociclino-like, hence improve the dynamic emoreologica the microcirculation and the flow velocity. The action and neutralization antiperossidasica of oxidation of LDL, prevents ateromasico the process and reduces the damage processes arteriosclerotici. Also plays an important role in accelerating and controlling the activity of reparative tissue from the detrimental concerned. Thanks also to the AA.arginina and ornithine on the metabolism of t.muscolare, the pump muscle pump and respiratory enhance the action emocinetica through improving the mechanism of rhythmic compression and decompression of the vases on the wall surface and deep satellites of the arteries. Their action is enhanced by a back face through the compression exerted on the deep veins of the foot from plantar contractions of the muscles and superficial veins of the extremities through the stretching of the skin (dermal pump '). Increasing the speed of the blood improves gaseous exchange, the contribution nutritizio and removal of catabolic actions affecting in turn benefit trophism tissue, especially by avoiding the formation of excessive amounts of granulation tissue is the permanence result in damage to structures with possible abnormal development. This action takes place, every time altered the balance of the oxidative balance, through the destruction of peroxide phospholipids of biological membranes, a process which is one of the main mechanisms of cell damage by erosive action. Bergamot juice is also connected a new treatment system for natural induction collagen (GPLL8) that stimulates the natural production in the case of progressive decrease in determining the aging of the skin-tion. If not properly stimulated, the reduction of collagen of the skin promotes the appearance of wrinkles and photoaging. E 'a technique that is gradually realized in a moment without any preparation at home, we shall submit up to five treatments using treatment with transdermal vehicle bearer (farma teb), which does not ever need to follow additional steps to mini-invasive surgery. The rejuvenation treatment-tion starts with the nourishment of the skin through so that the pool of molecules able to repair the aged cells and stimulate their repli-cation and the internal metabolic functions, cutting through a protocol antiossodante the presence of free radicals that tend to make them grow old and die prematurely. The food is prepared from cream-based vitamins, growth factors, molecules antioxidant (anti free radicals), precursors of nucleic acids and polypeptides. In this way, the skin begins to be "prepared", the cell structures will reorganize the fibroblasts increase the production of collagen and elastin, and structures among the cells grow stronger. The skin, thus, began buying brightness and becomes more consistent and more toned. Once nourished the skin is subjected to a series of treatments as carriers in the deep dermis products even more specific and in concentrations greater than the creams without the use of needles. It is used a device that carries the active ingredients subcutaneously penetrate them so privileged. Thus triggers the physiological process of liberation of large quantities of growth factors of their own. This allows the start of the restructuring of the entire dermis in the treated area with a visible improvement of wrinkles, scars and stretch marks. The skin treated no edema or hematoma, and you can report to work without the signs of the treatment which has just undergone, with a decidedly skin rejuvenation. The advantages of this method are progressive in the absolute absence of risk and redness, as often happens after the laser treatment. This is the best result possible. To further enhance the production of collagen is sufficient to proceed with the application of home products. Scientific focus on olive oil The active substance in question is the 'olea europeina ". Biomimetic experiments in fotoprotezione skin from biomolecules dell'Olea europeina in three-dimensional cell culture to assess the damage induced by ultraviolet radiation, eg. UVB, the skin of animals in conditions of induced oxidative stress has allowed an assessment of the protections with fitomolecole antioxidants guided through the skin by electrostatic repulsion and / or elettrosmosi for elettrotransdermoforesi a particular electric field at low intensities, this innovative technique to treat cosmetic professional derivatives dell'ulivo seconds after evaluation in vivo have demonstrated the effectiveness of fitomolecole dell'ulivo applied elettrotransdermoforesi. 'Olea europeina is recommended in chronic diseases in low-calorie diets, but especially in the prevention of cancer. Recent studies in all 'Università di Bari results have shown that monounsaturated fatty acids are associated with reduced mortality. In particular, 15 gr. a day of monounsaturated fatty acids are associated with a 20% reduction of mortality in the elderly population ultra sessantacinquenne. Confirmation to that effect come from the department of epidemiology at the University of Athens, who led-control studies which show that the incidence of mortality appears lower in Mediterranean countries where olive oil covers a significant part the contribution fat. Just because rich in vitamin E, the extra virgin olive oil has a great antioxidant power and is therefore indicated in the diets, increases the good cholesterol. The concept of "typicality" of food products and the wealth of agriculture and the food industry lies in the typical raw materials and processes: globalization can not jeopardize these particularities. The Province (Reggio Calabria) has a richness and a variety of foods and flavors unique to the world. This is not random, but rather the result of a millenarian culture that are interwoven with history, art and environment. Today our export agribusiness reached about € 30M in an expansionary trend of the regional export (in recent years has increased to 3% of national recovering a huge delay) and our image around the world is often coupled to the great wines and food products of excellence. Understanding globalization as an opportunity to exchange can help this process, provided that the small and medium players have great potential to benefit. To do this it is necessary cohesion and coordination between farmers, society, culture, public administration, business. Today, the target consumer is curious and attentive throughout. So we must offer healthy, good, and if possible at a fair price. Careful assurance chain is already a good start to defend themselves from the risk of contamination 'territorial'. The globalization of taste is not in itself constitute a threat if there is the awareness of consumers about the origin of raw materials and production methods are adopted. It may be an opportunity if the Italian agri-food businesses are able to spread worldwide the peculiarities of their production, closely linked to the territory of origin and the experience gained in the processing and transformation. The new consumer is willing to pay, if it meets the criteria of quality and taste. To do this it must be fought the phenomenon of imitation and forgery. Just think, for example, that the so-called "Italian sounding" on the U.S. market is estimated at least 10 times in value above the actual consumption of "Made in Italy 'certificate, considering all sectors exporters. The promotion and protection of trademarks and is thus the main problem to safeguard and promote the "typical" and the penetration in international markets. It 'important to intervene with products and services built specifically on the needs of different sectors - from wine to oil and all'ortofrutta - with finalized project "Agriculture as" the certainty that only through a proper relationship between productive activity and processing it can successfully exploit our great heritage agribusiness. The protection of the individual mark for each company is the most intuitive and viable. With the consortium protection at enlarging the product but not necessarily become more effective in competitive terms. Several factors impede the implementation of the defenses of origin: the general is lacking in the harmonization of the interests of environmental protection with trade and economic and does not recognize sufficiently the small production, which is the primary form of preservation of the typical local is still lacking the "know" food consumers and therefore the ability to select quality products, the WTO does not yet allow adequate defenses and leaves much room for action in countries focusing on imitation of well-known European products, generating confusion in buyers just informed. In summary, the hallmarks of current can be further improved, with labels more transparent and clear traceability of components. It should be made known throughout the Italian territory, covered by PDO and PGI with public policy actions that allow even small businesses that can not afford expensive advertising campaigns, to take advantage of this "asset" national. Currently, in fact they tend to be limited to the internal market, where food and wine culture preservation niche qualitative (but for how long?). A coordinated public action would promote the growth of the consortia, which are necessary to overcome the fragmentation and share the costs of promoting and managing the massive production, typical of international markets. Investment in R & D and Innovation It should facilitate investment in R & D projects launched in the territory and chain finalized. Innovation and research are two buttons very painful. Innovation is the strategic key to the success of agri-food products of quality. Only through innovative processes that can be replicated on an industrial scale the characteristics observed in the production craft, made in limited quantities, providing adequate safeguards for the consumer. It should be noted that investment in agriculture is increasingly linked to an ethical vision of itself. Do not you think more in terms of increased productivity and less work (ie most machines), but a productivity right (non-invasive to the natural) and more conscious productions. So today in agriculture that is a complex ethical thinking and social. Innovation and research are supported by adequate resources. Then becomes the important role of financial institutions and public finance, especially at regional and local levels, in line with the "devolution" of the functions of promotion of local production activities. As in the case for the purpose of trademarks and protection of territorial origin, including investment in R & D, to be supported, would require a broad-based collective of companies that exceed the fragmentation of production. This type of investment (fully depreciated hours subject to certain principles in the budget), can also support specific projects which involve a chain of real development in the area. The important thing is that resources are devoted to what research really is and that the use of which can generate value. The research and development has remained one of the few (together the "Convergence") in which the EU permits, and also with their own funds, credit facilities to businesses. The problem, at least in Italy, it is the delays between appraisal and actual disbursement. It would be useful and effective incentives include automatic and / or tax relief for companies that perform R & D activities for valorizar food products. It 'still the decisive action of the banks in favor of intangible assets, making it possible to develop competitive advantages for companies that move in increasingly competitive markets. E 'that a greater awareness by the public and private finance in this direction. The distribution network In more and more large retail space on the benches to be niche products. The large retail commercial reality is the most important and well-being then the modern distribution channels and the spaces on the benches of the large distribution companies. However, some problems due to the strong bargaining power of large distributors, which all too often concerned only to show sales volumes. The lack of knowledge of local products helps to make unlikely the correct perception of quality by consumers, a feature more often associated with high prices that the organoleptic value. Until yesterday the niche products were relegated to the exclusive shops and wine bars and were inaccessible to the general public. Today something is already happening and someone has converted to products coming from small farms scattered in the world. This is a very important signal of change, offering consumers a wider range of flavors that seemed almost completely erased from 'approval made by the big industry. E 'therefore essential to support these processes with conviction, certain that this innovation is in the interest of a more balanced development, in economic and social, of the territory. Sectoral data The food industry with its 6500 small and large companies and its 400 employees is the second compartment after the national manufacturing sector, with a GDP of well over 100 billion annually. On the export sector is characterized by a relative bound, while in the general difficulties of our economy competitive. The food deficit in the balance seems stabilized thanks to a containment of imports. Germany, the largest foreign customer, accounts for 17.7% of Italian (in 2007 after years of stagnation in demand in Germany grew by 5% compared to 2006), the U.S. has 12.3% (-1, 2%) and France 11, 9% (+6.1%). Increasing exports to the United Kingdom (+10.4%), Poland (+38.6%) and Russia (+17.6%). The impact of export turnover to total turnover has improved in recent years (from 14% in 2005 we moved to 16% in 2007), thanks to the growing prestige of Italian cuisine, but is still below the 20% French and 22% German. In respect of the Calabria, according to estimates compiled by the main national research institutes, in 2006 the regional GDP would have grown in a range between 0.5 and 1, 3 per cent, recovering only part of the decline ' previous year (2.1 percent), the growth is due mainly to the development of construction and certain services. In agriculture the amounts collected have declined in all major regional crops. Grew tourist flows in the region, while remaining geographically undiversified and concentrated in the summer months. The number of transit passengers in airports in the region grew by more than one quarter. As regards trade with foreign countries, according to information dell'Istat in the first half of 2007 the value of exports grew by 38.6 percent compared to the same half of the previous year. This figure compared with a national growth of the value of exports amounted to 11, 7 per cent, of which about three quarters are due to the growth in average unit values. The largest contribution to growth has been contributed by exports of machinery and mechanical appliances, chemicals, means of transport are decreased exports of agricultural products, textiles and clothing. Imports reached the value of about 290 million euros, up 5.0 percent versus the first half of 2006. As far as the bergamot, over the years it has been initiated in some industries Calabrians a process of improvement and adaptation of patterns of production, focusing primarily on the use of mining equipment similar to those used for the production of other citrus juices drinkable. The initial results were encouraging and there was confirmation that bergamot is also possible to obtain a juice from the good organoleptic requirements are met when the dictates of modern technology, already experimented with other citrus fruits.