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Italianissimi defending the made in Italy in U.S.

This campaign, started the 1st December, aimed at raising awareness and promote the protection of Italian products in the U.S.

The purpose of the initiative is to highlight a principle: the real Italian taste comes only from Italy, since the characteristics of the its territory and the climate are essential ingredients of the product and it is impossible they are reproduced elsewhere. The origin of the products is guaranteed by the PDO (Protected Designation of Origin) and IGP (Indication of Protected Origin) label that consumers should look for on the package or ask the retailer about.

"We strongly wanted this project to defend our quality food heritage and to fight the increasing problem of Italian sounding products that are sold in the US market. Apart from lawsuits, in fact, it is important to work on consumer awareness, increasing it and enabling the consumers to identify the products that are truly Italian. The international legal actions put in place to counter the false Made in Italy, have often long procedures, are complex and frequently insufficient."
This declared the Minister of Agriculture Food and Forestry Policies presenting the project Italianissimi, a campaign, started the 1st December, aimed at raising awareness and promote the protection of Italian products in the U.S.
Only one out of eight food products consumed in the United States really comes from Italy. On the basis of these numbers the Italianissimi project has been launched. It has been commissioned by Minister of Agriculture Food and Forestry Policies, in collaboration with the Chamber of Commerce of Rome and Aicig, Association of Associations for the protection of Italian products, and designed by Retecamere, a company of the Italian Chambers of Commerce in charge of integrated development projects.
The purpose of the initiative is to highlight a principle: the real Italian taste comes only from Italy, since the characteristics of the its territory and the climate are essential ingredients of the product and it is impossible they are reproduced elsewhere. The origin of the products is guaranteed by the PDO (Protected Designation of Origin) and IGP (Indication of Protected Origin) label that consumers should look for on the package or ask the retailer about.
The project envisages a media campaign (magazines, cooking blogs and advertising), the distribution of information materials focused on the origin of products, and a series of training activities and information on PDO and PGI products in the most important food stores of New York .
Those who love to eat "real Italian food" must also be careful when surfing the net. The counterfeiting phenomenon in the U.S. is not just about food products that are found on the shelves of retail stores, but concerns also two-thirds of the products sold on-line.
The project Italianissimi sees also an important awareness campaign addressed to American tourists who visit Italy. The Chamber of Commerce of the capital has, in fact, involved hoteliers, American universities and cooking schools in several training courses and tastings events focused on learning to recognize the "original" products of Italian quality.

Source: Aiol

by S. C.
06 december 2010, World News > Italy

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