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6 November 2017



The Italian Chamber of Commerce and Industry for the UK along with other EuropeanItalian Chambers have joined forces with the Ministry of Economic Development, the Italian Trade Agency and Assocamerestero to combat the diffusion of the Italian Sounding phenomenon. Also to encourage the export of Italian food SMEs through the conscious consumption of authentic Made in Italy products.


By Italian sounding phenomenon we refer to those images, colours and names of products similar to their Italian equivalent, despite the fact that these imitations have no connection to the Italian originals but they have been made to look and sound like them. This phenomenon is not recent but actually started in the 19th century when Italians emigrated abroad to build a new life and they started opening restaurants, cafes and delis. At that time they couldn’t import raw materials from Italy so they started producing their own, labelling them with names of the original ones.


Today worldwide sales of Italian sounding products have reached the value of €60 bln. In the UK, products mainly affected are Parmigiano Reggiano, Prosciutto di Parma and olive oil.

Italy has over 810 agri-food products and 400 wines recognised as Protected Designation of Origin and Protected Geographical indication by the European Union. Italy is a leading country for food and wine excellences.


This project “The Extraordinary Taste” is aimed at enhancing the Italian agri-food industry in order to increase its knowledge and consumption in target foreign markets, where products of Italy are most popular but are actually not of Italian origin.


The activities, which will be taking place over the next year, are addressed to importers, distributors, hotel chain purchasing managers and speciality stores, chefs, food bloggers, journalists, nutritionists, opinion leaders and world-famous food and wellness enthusiasts. Activities will include business trips to Italy for food and wine buyers, workshops, seminars and promotional events abroad as well as other initiatives.


To get involved or to know more about “The Extraordinary Italian Taste” please visit our website, follow on social media or contact Verena Caris via email at vcaris@italchamind.org.uk

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