The first Made In Italy hallmark


The new hallmark for Italian food and agricultural products was presented at Expo 2015 by the Ministry of Agricultural, Food and Forestry Policies. Called “The Extraordinary Italian Taste", the logo, an Italian flag with three waves that recall the concepts of growth and development, is part of a wider special plan of internationalization of Made in Italy, developed in cooperation with the Ministry of Economic Development, the Ministry of Agriculture and by the Italian Trade Agency.

The hallmark will allow Italy to catch up with the other countries that have already successfully adopted systems of this type, and it will be used primarily to contrast the Italian sounding at international fairs.

The aim is also to strengthen the measures undertaken by the public or private companies in foreign markets, such as the United States, Canada, Brazil, Russia, India, China, Europe, Turkey and Australia.

“We at last have a hallmark that will help consumers and operators to immediately identify the promotion of our products”, said Agriculture Minister Maurizio Martina during the presentation. “With this logo we want to create a common thread that links all the activities to promote real Italian products on the international stage.”

The Minister then provided very positive data about the food export, which recorded 70% growth over the past decade, thanks to the capability, the energy and the passion of Italian companies. “We closed 2014 with 34.4 billion euro. In the first quarter of 2015 we stand at over 8.7 billion, and our goal is to reach 36 billion by the end of the year. By well exploiting the Universal Exhibition in Milan we can do it, and also be geared to achieving 50 billion euro in exports in 2020”. Used since the first days of Expo in the Pavilion of Wine and the Food Pavilion to seize the unique opportunity of visibility offered by the event, the hallmark won’t be applied directly to the products but it will be used at international fairs – where, for example, it will characterizes the exhibition area dedicated to Italy’s food and wine -, in promotional and in-store activities abroad, in the communication and promotion campaigns on TV, on the traditional media, the Internet and the social media.