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Made in Italy or Italian Made?

Expo2015 discussing how to determine the authenticity of Italian products

Made in Italy or Italian Made?

Claudia Astarita

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Expo2015 became the stage of a significant debate on Made in Italy food products. The main dilemma was between Made in Italy and Italian Made. In few words, can products made up of imported raw materials processed in Italy be considered as part of genuine Made in Italy?

The increase in exports has produced a further need for a wider production to meet the foreign demand. At the same time, consumers appear to be quite picky on the origin of the products. As stressed by the President of Coldiretti, Europe's largest agricultural professional organization, Roberto Moncalvo, purchasers of Italian products demand absolute transparency on the origin of the items on sale, having it written on the labels. Moreover, according to Mr. Moncalvo, the truth and genuineness are two important weapons against competitors to be successful with clients.

Although it would be better to have fully Italian final merchandises, this is not always the case.As highlighted by Roberto Brazzale, the President of the diary company Brazzale Group, and other producers, they need to import raw materials from abroad to meet the increasing national and foreign demand of Italian diary products.  Refusing to import means to give up to a substantial part of production, sales and turnover. Therefore, the urgent need is another one: to track the origin and production of the imported items that, after being processed in Italy, then became fully part of Made in Italy. As a consequence, he sees no big difference between Made in Italy and Italian Made as long as all the criteria are respected.

In order to improve transparency on the origin of the products, Coralis Consortium launched Etichetto. This new tool integrates the producer's brand, attesting the quality. It stands as a "super label" based on ethics as a core value, which positions it as a great ally of both companies and clients.

Finally, whatever it would be,  Made in Italy or Italian Made, the password for the success of a genuine Italian product is its transparency.

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