The Made in Italy brand is third in the world after Coca Cola and Visa
This could be a real locomotive for wine, oil, cold cuts, cheeses…. If there were not in circulation five times as many false products that are “Italian sounding“
From mozzarella to cold cuts, from olives to prosciutto the presence of the Italian label, is always practically, abroad, a sign of something false: it seems Italian but it is not. So that is how most of our efforts to qualify our production, renovate it, make it more healthy and better known all end up making richer those who produce false made in Italy products in nations where the cost of production and the guarantees are inferior to ours.
How frustrating! Oscar Farinetti – Eataly is right, when he says that all that is
necessary is a legal service able to energetically contrast these Italian sounding products abroad so that our nation might become the richest in the world. In fact regardless the competition of these forgers, in the first three month of 2013 the food and wine exportation has increate by + 12%, a great result.
A growing number of enterprises, associations and agricultural confederations are asking the government for an efficient protection service for what is Made inItaly. It would really be an action that could help Italian foods fly high.
Now that the public expenditure cuts has reduced the activities in many offices so that it results that they have too many employees, why not use them in USA, Germany , Russia … and in Italy to find and report those who sell goods as if they were Italian when they are not. If as is very probable, the provinces will be shut and the small municipalities will be joined, the extra employees will become a real problem… Excluding the hypothesis of firing them, I do hope, contrary to what has happened during the last year here inTuscany, that they will not be used in extra controls and in lengthening the procedures for authorisations, making enterprises situation even more precarious than what ii already is. It would be a lot better to create services that are useful for an economic re-launching such as the battle against micro-criminality and the protection of the National brand.
What is made in Italy represents a lifestyle, it is a symbol of high quality an Italian classiness, and it offers a hedonistic and esthetical experience which is liked all over the world. To protect it is the first step to really re-launch agriculture and exportation.
On the other hand if the values of a brand can be measured based on its yearly income, we can hypothesise that, only for the food compartment, it is worth 31 billion equal to the amount of exporting in 2012. To not defend it would be stupid. No private company would leave false copies of their product circulate unpunished especially if this happens openly in normal commercial networks. So why does the government allow supermarkets in theUSto be full of false Italian goods?
Read for you by Donatella Cinelli Colombini