Just 24 hours after its launch, Madenotinitaly is already attracting the attention of producers and consumers, particularly from Italian communities abroad. Designed by the communication agency Cenacoli, the platform aims to report and denounce products that misuse names, images and suggestions related to Made in Italy.
«I have received dozens of reports from our compatriots who are tired of finding gross imitations of our excellent cheeses and wines», says Livio Buffo, CEO of Cenacoli and founder of OscarWine. «For example, Alessandra, who has been living in New York for twenty years, organizes tastings of real Parmigiano to make the Americans understand the difference with the “American” versions. After the first taste, the reaction is always the same: “But why don’t they do it like this here?”»
According to the most recent estimates, the business of Italian sounding moves figures comparable to the entire national agro-food export: a turnover that, if properly defended, could fall back into the coffers of Italian companies.
The official presentation of MadeNotInItaly took place at the Chamber of Deputies, during the meeting “Europe, labels, duties and wine: countermeasures to protect Made in Italy”, attended by the vice president of the Senate Gina Marco Centinaio, Mr. Marco Cerreto (Agriculture Committee), Massimo Garzillo (Poligrafico dello Stato) and Andrea di Paolo (vice president of BAT Italia).
During the debate, Senator Centinaio pointed out that imitations such as CalSecco – a Californian label which winks at Prosecco – represent both economic and image damage. «Even if the duties remain competence of Government and European Union, initiatives like this offer a practical tool to defend our export and the reputation of our excellences», has concluded.
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