Italy's Ministries of Agriculture and Forestry and Economic Development have launched the Extraordinary Italian Taste, a brand mark designed to indicate the quality of Italian food products distributed abroad.
The project, presented at Expo Milano 2015, aims to put a stop to imitations of Italian foods, from parmesan to salami.
According to Deputy Minister of Economic Development Carlo Calenda, consumers abroad resort to imitations of Italian food in stores because they do not find the original products. Priority will now be given to shipping Italian food products to supermarkets abroad, starting in Canada, the USA and Japan.
Bearing the insignia of the two ministries, Italian products will be immediately recognisable when compared to imitations. Also, both ministries will promote communication campaigns in foreign media, and will work with industry associations to connect the Italian business world with buyers at overseas retail chains.
The new brand will be showcased at the IMF Connect food-sector fair in Chicago this month.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic.
