Cilento baker slams tariffs: prices for Americans rise 100%

Antonio Altobello, former footballer and owner of a bakery in San Mauro Cilento , has decided not to remain silent.

At the entrance to his bakery, a handwritten sign warns customers: "The price of our products is 100 % higher for all US citizens." A provocation, he admits, but with a clear message: a reaction to the Trump administration's trade policies, which have imposed tariffs on imported products, including Italian ones.

The initiative, born in a small town in Cilento , quickly took over social media, sparking reactions and shares. Customers, especially Italians, approved the idea, immortalizing the sign in selfies and posts.

And while the symbolic gesture sparks debate, Altobello explains his choice: "We can't allow decisions like these to go unresolved. It's a way to make people think."

Among the American tourists in the area—many of whom are of Cilento origin—some laugh at the prank, others take it seriously. But the real goal, the baker emphasizes, is to shake up the indifference: "We need more courage, on our part and on Europe's part."

Meanwhile, his protest against double-priced bread continues to spark controversy, demonstrating that even a small gesture can spark a major controversy.