Edoardo Zaffuto, Cofounder of Addiopizzo, Speaks at the University of Arkansas (2009)

      As cofounder of Addiopizzo (Goodbye Pizzo), Edoardo Zaffuto started a grassroots movement to build a community of businesses and consumers who refuse to pay “pizzo,” or Mafia extortion money. While Sicily is the birthplace of the modern mafia, Mr. Zaffuto and other young Palermitans decided to fight back by encouraging ethical consumerism among residents and tourists. Here (2009), he discusses the movement, how it started in 2004, and how Addiopizzo has grown into an association of more than 300 businesses and almost 10,000 consumers pledging to shop “pizzo-free.”