The abrupt imposition of American duties by the Trump administration is already starting to produce its nefarious effects on Italian agri -food excellence, influencing both the economy and on the food and wine culture linked to Made in Italy.
One of the most disturbing aspects of this situation is certainly the growing phenomenon of “Italian sounding” or to the imitation of authentic Italian products through the use of names, images and packaging that evoke the Bel Paese but which often do not even respect the quality criteria and tradition proper to the real Italian excellence.
The duties, some of which have reached levels of 25%have been applied to symbol products such as Parmigiano Reggiano, Roman pecorino, mozzarella, extra virgin olive oil and Italian wines. These assets, which represent the flagship of our agri -food production, have seen an exponential increase in the final prices on the US market, making them less accessible to consumers and reducing the competitiveness of Italian companies.
Exports to the United States, which constitute an important slice of Italian trade, risk a significant drop, with an estimated loss in various billions of euros. This will lead to relevant economic consequences, especially for small and medium -sized enterprises, which make up most of the Italian production fabric in the agri -food sector.
Moreover, this situation gave further impetus to the aforementioned Italian sounding, a phenomenon that was already dangerously widespread before the introduction of the duties and which is now finding fertile environment to thrive. In the United States, in fact, it is common to find products with Italian names, such as “Parmesan“or”Mozzarella“, which are passed off as originals, but which are actually produced on site and have absolutely nothing to do with Italy. Italian sounding has an estimated global economic value of over 100 billion euros and represents one of the main threats for Made in Italy, since it removes market shares from authentic Italian producers and creates confusion among consumers.
The imitations, sometimes truly enjoyable but always insidious, in addition to damaging the economy, have a significant impact on the cultural and social perception of Made in Italy. Italian agri -food products are not only consumer goods, but embody history, tradition, craftsmanship and bond with the territory.
Not only that. Italian products respect very severe rules and protocols to guarantee maximum quality and safety for the consumer, which is not insured by imitations.
Their reduction on the international market deprives consumers of an authentic experience and contributes to the spread of a distorted vision of the quality, taste and uniqueness of the Italian product. Italian sounding, taking advantage of names and evocative images, undermines the cultural identity of Made in Italy, reducing the symbolic value and reputation of Italian products and of Italy itself.
Unfortunately, the cases in which the Italianness (fakes) of certain products is shamefully reaches to offend our country, using terms like “, are not unfortunately rareMafia“And other similar nonsense. To deal with this situation, a strategic approach is needed that involves institutions, companies and consumers.
Italian and European institutions must Intensify negotiations With the United States to bring them back to reason and to reduce these duties so harmful to our excellence. It is therefore essential to invest in awareness campaigns that inform American consumers about the importance of buying authentic products and differences between Italian goods and imitations. Any American who tastings Parmigiano Reggiano will never be able to return to the Parmesan.
Italian companies, for their part, can diversify their export markets, focusing on emerging countries or strengthening the presence in consolidated markets. Another key element to combat Italian sounding is the use of technology and certification.
Traceability and authentication systems, based on blockchain or other innovative solutions, can help guarantee the origin of products and to distinguish those authentic from imitations. In addition, quality brands such as Dop (Protected denomination of origin) e IGP (Protected Geographical Indication) will play more and more a crucial role in the protection of Made in Italy, since they offer consumers a guarantee of authenticity and quality.
Finally, a collective commitment is needed to enhance the Italian agri -food heritage and preserve its identity. This includes the strengthening of international protection policies, the incentive of research and innovation in the sector and the promotion of collaborations between producers, institutions and trade associations.
Only through an integrated and coordinated approach will it be possible to face the challenges posed by
duties and Italian sounding, limit damage and ensure that Italian excellences continue to represent a symbol of quality, tradition and culture on tables around the world, including that of the White House.