Market research confirms that “Made in Italy” is the third brand in the world for international customers’ appreciation and awareness. This means that Italy has to introduce rules and strategies in order to protect its advantage. Italian Chamber of Deputies made one step closer to this purpose by approving EU law concerning extra virgin olive oil, which is one of the most famous symbols both for Made in Italy and for Mediterranean diet.
WHY DID EU INTRODUCE THIS LAW AND WHICH IS THE MAIN CHANGE?
We know that it’s quite difficult to distinguish Italian extra virgin olive oil from products coming from other countries without using a specific denomination about origin and composition on the packaging. As a consequence, many oil bottles used in public places, such as restaurants, have an Italian label but they really contain a mixture of oils. This happens because once the original product is finished or it is about to finish, the bottle is filled up with different oils which have nothing to do with Made in Italy. The same situation is diffused all along EU countries and so something had to be done in order both to inform customers and to protect brand from frauds.
Italian extra virgin olive oil
Which is the solution? Replacing traditional glass jugs with pre-sealed, non-refillable bottles that can’t be recycled when empty: this is the idea. A label indicating information about origin is also required: it has a different colour if the product is not Made in Italy and if it is a blend of oils coming from foreign countries.
It’s clear that this law is not only changing the way to serve olive oil but it’s a protection for Made in Italy import/export products: Italian clients are sure about what they are eating and international buyers know what they are importing.
Olive oil coming from other countries has not the same quality and security standards than Italian one and so a system which allows Made in Italy extra virgin olive oil traceability was required.
WHAT IS ITALY DOING FOR ITS BRAND PROTECTION?
Because of difficult economic situation, some Italian companies lost faith in political and financial system and so they used outsourcing strategies for their production. Now, they are coming back to Italy: they are aware that quality is tied up to their land and their roots. Being Italian, believing in Italy and being a part of this great country: these are the values which are encouraging pride in entrepreneurs.
After all, successful key factors for companies are:
- having a strong and recognizable brand on both local and international markets
- using brand to improve competitiveness and growth
EU and Italy: together for “Made in Italy” brand protection
As previously told, Made in Italy is a brand to protect because it is a guarantee of quality, innovation, professionalism, reliability, attention to detail and durability. For this reason, Italian institutions launched a plan of action, which is about to be presented at EU Commission by EU Parliament member Mrs Simona Bonafé.
At present, there are two guide lines concerning the brand:
- custom rules approved by EU, which allow Made in Italy origin even if a product is only partially realized in Italy
- Italian decree 135/2009, art. 16, which introduces 100% Made in Italy concept
The plan of action aims to develop the second point as the main purpose is to certify the whole Italian production chain.
PLAN OF ACTION: WHICH ARE THE KEY POINTS?
This proposal wants to modify EU rules in order to avoid frauds, “Made in Italy” products imitation and deceptions for customers. Mrs Simona Bonafé hopes that Brussels is approving the following points before the six months of EU Italian premiership ends:
- “Made in Italy” brand is only for products completely realized in Italy
- Introduction of a national identification trademark
- Companies can use this trademark only if their whole production chain is in Italy
- A public institution is in charge of certifying and controlling companies
- Certification has to be renewed once a year and it has a cost based on sales volume percentage
- Proceeds have to be used to promote “Made in Italy” brand on markets
- Introduction of tax benefits for companies which are using trademark
- No benefits for companies which are choosing outsourcing strategies
Supporting companies, in particular small-medium ones, is essential to gain the challenge of export and to launch more and more real Italian products on foreign markets.
Sourcing Italy: this is the key for internationalization.
sourcingitaly 