{"id":16486,"date":"2015-06-09T17:37:24","date_gmt":"2015-06-09T22:37:24","guid":{"rendered":"http:\/\/news.medill.northwestern.edu\/chicago\/?p=16486"},"modified":"2015-06-09T17:40:02","modified_gmt":"2015-06-09T22:40:02","slug":"italy-protects-food-with-geographic-names","status":"publish","type":"post","link":"https:\/\/news.medill.northwestern.edu\/chicago\/italy-protects-food-with-geographic-names\/","title":{"rendered":"Italy protects food with geographic names"},"content":{"rendered":"<p>By Yimian Wu<\/p>\n<p><span style=\"line-height: 1.5\">Italy&#8217;s Trade Agency on Tuesday\u00a0kicked off a three-year plan of promoting authentic Italian foods and beverages and fighting \u201cItalian sounding\u201d products that are actually made in the U.S.<\/span><\/p>\n<p>Speaking to the press at\u00a0<a href=\"http:\/\/www.fmiconnect.net\/\" target=\"_blank\"><u><span style=\"color: #0066cc\">FMI Connect<\/span><\/u><\/a>,\u00a0a food and beverage trade show\u00a0at McCormick Place in Chicago, Carlo Calenda, the Italian vice minister for Economic Development,\u00a0said the plan\u00a0will include a\u00a0media campaign and retail promotion with a budget of 39 million euros ($44 million)\u00a0a year,<\/p>\n<p>\u201cTo produce something with a geographic indication in Italy, you not only need to state the geographic area, but also to respect a very precise standard of profession that cannot be replicated. This keeps the very special taste to the products,\u201d said Calenda.<\/p>\n<p><!--more--><\/p>\n<p>He said, for example, Gorgonzola and\u00a0Parmesan and\u00a0cheeses are\u00a0 trademarks with Italian geographic indications.\u00a0<span style=\"line-height: 1.5\">He explained that the aim of the campaign is not to protect Italian foods by claiming ownership of them, but to explain to\u00a0consumers that they&#8217;re made differently in Italy,\u00a0in order\u00a0to compete with other producers.<\/span><\/p>\n<p>\u201cYou cannot complain about Italian sounding unless you have your products on the shelves,\u201d said Calenda. Therefore, the first step of the three-year plan is to add more Italian-made products\u00a0to grocery\u00a0shelves in four states&#8211;New York, California, Illinois and Texas.<\/p>\n<p>The plan also includes advertising campaigns to educate consumers about the value of authentic Italian products, and more participation in trade shows in the U.S. This year there are 52 selected Italian\u00a0companies exhibiting in the FMI Connect Chicago.<\/p>\n<p>According to an Italian Trade Agency online survey\u00a0of 1300 consumers in the four targeted states, about half are not aware of the \u201cItalian sounding products.\u201d Non-availability and higher prices are the top two reasons that stop consumers from purchasing authentic Italian products, the survey showed.<\/p>\n<p>However, the majority of those consumers said they&#8217;re willing to pay a price premium of about 20 percent for authentic Italian products.<\/p>\n<p>Italian exports of foods and beverages grew 6.2 percent in the U.S last year, according to Calenda. \u201cWe estimate that we can grow by 10 to 15 percent a year if we are able to substitute part of what is called \u2018Italian sounding\u2019 products,\u201d he said.<\/p>\n<p>Paolo Leonardi, export manager at IGOR, a family-owned Gorgonzola producer exhibiting in FMI Connect, said the taste and composition of Italian Gorgonzola is \u201ccompletely different\u201d from the U.S.-made. He also said that Americans&#8217; acceptance of the\u00a0domestic product made it \u201ccomplicated\u201d for his company to enter the U.S. market. At present, he added, IGOR Gorgonzola is available only at Whole Foods and Publix markets in the U.S.<\/p>\n<p>Maurizio Forte, trade commissioner at the\u00a0Italian Trade Agency, said advertising on TV, the\u00a0web and in print will\u00a0commence in October. In-store promotions will be launched at the same time\u00a0in 470\u00a0Mariano\u2019s, Price Chopper and HEB-Texas stores\u00a0for two to three weeks.<\/p>\n<p>He also said that Italy expects to increase food exports to the U.S.\u00a0by 806 million euros (about $908 million)\u00a0in 2016.<\/p>\n<div id=\"featurecaption\">Photo at top: Roberto Luongo, CEO of the Italian Trade Agency, Carlo Calenda, Italian vice minister for Economic Development, and Maurizio Forte, trade commissioner at\u00a0the\u00a0Italian Trade Agency, spoke at a press conference in Chicago. (Yimian Wu\/Medill)<\/div>\n","protected":false},"excerpt":{"rendered":"<p>By Yimian Wu Italy&#8217;s Trade Agency on Tuesday\u00a0kicked off a three-year plan of promoting authentic Italian foods and beverages and fighting \u201cItalian sounding\u201d products that are actually made in the U.S. Speaking to the press at\u00a0FMI Connect,\u00a0a food and beverage trade show\u00a0at McCormick Place in Chicago, Carlo Calenda, the Italian vice minister for Economic Development,\u00a0said [&hellip;]<\/p>\n","protected":false},"author":139,"featured_media":16485,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27,436],"tags":[],"class_list":["post-16486","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-spring-2015"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Italy protects food with geographic names - 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