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Expo 2015, how to promote Made in Italy in the US

The new project launching and protecting Italian quality in the “new continent”

Expo 2015, how to promote Made in Italy in the US

Claudia Astarita

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Expo 2015 was definitely an occasion to praise and celebrate Made in Italy excellences, not only in the homeland but also abroad. Its heritage is an increased knowledge of the precious potential Made in Italy has, with a special focus on the food sector.

In fact, right after the conclusion of the universal exposition, the Italian Minister for Agriculture, Food and Forestry Policies, Maurizio Martina, announced the start of a campaign to safeguard "Italian DOP" in the US.

The project will start in 2016 and it is framed within the logic of the Transatlantic Trade and Investment Partnership (TTIP), the new free trade agreement between the European Union and the United States, with the aim of promoting multilateral economic growth.

The US are a great recipient of Italian exports. As a matter of fact, European food & wine goods sold to the "new continent" are worth about 15 billion Euros. Among these items, Italian products have an outstanding position. For this reason, Minister Martina stressed the need to educate consumers abroad on the importance of recognizing true Made in Italy from its imitations. In order to achieve this result, a number of advertisements and awareness raising campaigns will be launched throughout the US.

The initiative will last one year, during which Italian exporters will create partnerships with the big names of American suppliers to have on Italian products of excellence the new unified logo "Italian Taste".

The label will also play an essential role in the identification of the products.  Expo2015 - as Mr Martina pointed out - showed us how new technologies are making the information required at hand and in a very short time to the consumers. New apps are available to get all the details about a good, its characteristics, its composition and its producer.

Finally, the common desire is that what is taking place in the USA would work as an organizational example for the "Made in Italy system" around the world, to better protect and promote our goods at the same time.

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