Made In Italy Push Hits Snag
A plan to promote Italian products worldwide with a “Made in Italy” logo has hit a snag. The star-shaped logo was to appear on Italian products to highlight to consumers that it was an actual Italian product and not one that just sounded Italian.
However, the marketing certification process has halted as food producers disagree on what it means to be an Italian product. Do all ingredients need to be made/grown in Italy, for example.
"For now there is no final decision on whether to go ahead with the Made in Italy sign, we are studying it, we are doing technical checks," said one of the sources, an industry ministry official who is working on the project, in a Reuters report.
The marketing plan was announced last year, and the industry ministry began consulting with food producers in March in response to industry complaints that the country was losing millions in export sales to products that masqueraded as Italian products. Reuters reports that a “Made in Italy” logo would enable exporters to regain about $67 billion in annual global sales that is currently generated by foreign imitations.
Producers of Parmigiano Reggiano, the top Italian cheese, and Presecco, both take a hard line for rigid standards for everyone. Other producers, like Barilla, the world’s largest pasta maker, want to use the logo on its products even though half of its manufacturing plants are located outside of Italy.