Abroad it is passion for made in Italy cheeses

In the soft or hard version, fresh or seasoned i Italian cheeses they now boast a large audience of enthusiasts all over the world, attracted by the quality of Italian productions. A success that is also the result of the wide range of choices that our country offers, considering that from the Aosta Valley to Puglia, passing through the Islands and Lombardy, there are almost 500 varieties and over 300 recognized denominations of protected origin. To confirm the growing passion for our cheeses are also the Assolatte data relating to dairy exports which last year exceeded 550 thousand tons, a figure up by 6% on 2021, while the sector’s turnover reached 4.2 billion euros, with an increase of 19%.

Among the countries where the exports Spain (+19%), which has become the third largest market in the EU area, France (+12%), the Netherlands (+14%) and Poland (+17%) have grown the most. With 120,000 tons exported, France was once again the top market. While in the non-EU area, Canada, Japan, China and Saudi Arabia did better, with growth rates between 20 and 30%.

The problem of Italian sounding

A very positive picture over which, however, the phenomenon ofitalian sounding, an expression by which we mean the use of names, logos, colors and even slogans to push the sales of products that emulate those made in Italy without being. A problem that affects all Italian food, including our cheeses. According to an analysis of the Coldiretti, copying Italian food are mainly the United States and Canada, Australia and Russia. Countries where tricolor products are not protected as within the European Union.

It is no coincidence that in the United States Italian sounding represents a thriving industry, which alone is worth around 40 billion euros. To take stock of the problem is also a study by The European House – Ambrosetti according to which if the Made in Italy products purchased in the world were all really of Italian origin, agri-food exports would go from the current 50.1 billion euros to almost 130. The survey also analyzed the various causes that underlie the wide diffusion of Italian sounding in the world.

The causes and potential remedies

Among these, the first one stands out lack of awareness of the foreign consumer which often leads to buying imitations thinking instead of buying Italian. Added to this are the tariff and customs barriers which reduce the competitiveness of made in Italy products on foreign markets and the high concentration of Italian sounding products in countries, starting from Australia and Brazil, where the real made in Italy, much sought after by consumers, is still not very present on the shelves .

The study also suggests a series of remedies that could help our made in Italy agri-food sector regain the shares taken away from Italian-sounding products. Among them, make known and enhance the Made in Italy brand more effectivelypromote the dissemination of labels that are impossible to imitate and clearly distinguishable. Or again, focus on trade agreements such as Ceta, the European Union’s free trade agreement with Canada which, in addition to recognizing 41 Italian PDOs (protected designation of origin) and PGIs (protected geographical indication), also establishes a ban on “evoking” names and symbols concern tricolor products.