The project is promoted within the framework of a national campaign called “The Extraordinary Italian Taste” whose main goal is to raise awareness about the authentic and certified agri-food Italian products, as in the North American territory products evoking Italy – yet neither having any connection to Italy, nor involving an Italian manufacture – are broadly spread through many distribution channels.
As part of a program promoted by the Ministry of Foreign Affairs under the name “The Extraordinary Italian Taste”, the aims of True Italian Taste are:
- To raise the awareness towards the European agri-food certification framework and the Italian PDO and PGI, Dop and Igp labels
- To educate the North American consumers about the characteristics of authentic Italian agri-food products
- To develop and strengthen the presence of Italian quality products in the US market
Italy is the European country with the largest number of DOP (Protected Designation of Origin) and IGP (Protected Geographical Indication) food products recognized by the European Union: a demonstration of the excellent quality of our products and, above all, of the strong bond linking the Italian foods to their territory of origin. Not only the EU’s system of Geographical Indications fosters the production system and the local economy, it also protects the environment as the inextricable link with the territory of origin requires the preservation of ecosystems and biodiversity.
At the same time, thanks to the European Certification greater guarantees are given to consumers through a level of traceability and food safety standards.
Unfortunately, every year consumers around the world spend billions of dollars in the purchase of products that only superficially evoke an Italian origin and yet are not related to the authentic Made in Italy production standards, representing more than the double of the value of real Italian exported food products. If we focus on the so-called Italian Sounding phenomenon in North America market, only a product out of ten turns out to be authentic Made in Italy.
The True Italian Taste project is a campaign to enhance the awareness of authentic Italian products in the international market through the diffusion of a greater knowledge on the specific characteristics and standards of authenticity, with reference both to the territories of origin and to the nutritional and certifying aspects. In addition, the campaign is designed to encourage a more effective distribution of Made in Italy products already present in the market and to facilitate the entry of new ones.
Watch here the promo video of The Extraordinary Italian Taste campaign (of which True Italian Taste Project is part).