The DOP (Protected Designation of Origin) label, is an EU-registered certification. It designates a high-qualiy raw ingredient or a finished product from its specific geographical area of origin and traditional production techniques. A DOP product is so distinctive that the label was deemed necessary to differentiate it from others, safeguarding it from counterfeiting. Among the numerous labels and certifications in Italy (DOC, DOCG, IGP and IGT), the DOP may be the most recognised worldwide. Certainly, it has the most restrictive regulations. Strict specifications guarantee a high-quality ingredient or product to the consumer: its geographical provenance, trajectory, production chain and safety are certified. Unlike non-certified products, those with DOP labels are traceable back to the location of origin, ensuring considerate consumers about the authenticity of what they are purchasing or eating. DOPl abelled products are strongly connected to their territory. They cannot be found or produced anywhere else on the planet due to various factors, including climate, the surrounding environment, and the human factor. These elements shape the authenticity of DOP products or raw ingredients, which are unique and inimitable. The DOP label also protects the certification awarded by the European Union from a legal perspective. We cannot highlight enough how these products’ quality and specific characteristics depend essentially or exclusively on the territory in which they are produced. Natural (climate, environmental) and human factors, such as agricultural techniques developed over time, make it possible to obtain products in a class of their own. Therefore, processing and elaboration must occur in a defined geographical area for a product to earn a DOP label. DOP producers must adhere to the strict production rules established for each product in the UE specifications. An independent inspection body guarantees compliance with these rules.
The IGP (Protected Geographical indication) label, identifies and protects finished products, which, over time, stood out because of their quality and reputation. Awarded by the European Union, IGP labels certify the origins of high-quality agricultural and gastronomic products with a solid reputation or additional characteristics dependent on the territory of origin. At least one of the stages of production, processing and preparation must occur within a well-delimited geographical area. Therefore, IGP producers must adhere to the strict production rules set in each product’s EU specifications. An independent inspection body guarantees compliance with these rules. IGP differs from the more prestigious DOP (Protected Designation of Origin) label. IGP is generally more permissive regarding the origin of raw ingredients (the specifications may allow sourcing in the Italian territory, EU, or sometimes even non-EU areas). IGP does not necessarily guarantee the origin of the raw ingredient. However, since it protects the original recipes and typical production processes typical of restricted territories in Italy, it certifies the finished product’s origin. The IGP label is also issued when the quantity of local or nationally available raw materials and ingredients in Italy needs to meet the global demand for the finished product. IGP also considers that some ingredients, regardless of their geographical origin, may be decisive for the product’s success, given their specific organoleptic characteristics.
Knowing that a product is ‘Made in Italy’ is globally recognized as a guarantee of quality. DOP (Protected Designation of Origin) and IGP (Protected Geographical Indication) labels represent the finest agricultural and food products Italy has to offer. The European Union has issued 295 POD, PGI and STG (Traditional Speciality Guaranteed) labels for various products, as well as 523 DOCG, DOC, and IGT labels for wines, making Italy the country with the highest number of protected agri-food products. Many of these products are exported worldwide, and geographical indications play a crucial role in the growth of the ‘Made in Italy’ brand. These labels ensure that the products purchased are authentic and of highest quality. The Italian Consortia, in collaboration with the Ministry of Agricultural, Food and Forestry Policies, protect DOP and IGP products from abuse, unfair competition, counterfeiting, and misuse. However, only a few consumers are aware of or take the time to read the labels. This makes it challenging for Italian food lovers worldwide to distinguish between genuine ‘Made in Italy’ products and “Italian-sounding” alternatives. Staying true to the business philosophy and slogan, the products and raw ingredients used by Italico are DOP or IGP. This ensures ‘ the extraordinary Italian taste ‘ that sets us apart and gives us a unique identity in the global food service scene. Here are some examples of DOP and IGP Italian products:
- Not all tomatos for pizza are like the ‘‘San Marzano DOP’’ or ‘‘Piennolo del Vesuvio’’ and have the same nuances of flavor with pizzas.
- Not all “Italian cheese, blue cheese, or parmesan” are authentic. Look for Grana Padano DOP, Parmigiano Reggiano DOP, Gorgonzola DOP, and Pecorino Romano DOP.
- Not all “Buffalo mozzarella” is the same. Look for Mozzarella di Bufala Campana DOP.
- Not all “Parma ham or cold cuts” are genuine. Look for Mortadella Bologna IGP, Prosciutto di Parma DOP, Prosciutto San Daniele DOP, and Bresaola della Valtellina IGP.
- Not all balsamic vinegar is created equal. Look for Aceto Balsamico di Modena DOP.
- Only the mozzarella ‘‘fior di latte’’ cut into strips and ‘‘bufala’’ cut into slices are recognised from ‘‘Associazione Verace pizza Napoletana’’.
Next time you decide to taste an anthentic pizza be aware. Many make use of low-price cheeses or not authentic mozzarella to cut cost. At ITALICO we believe in transparency and empowering our customers to make informed choices. That’s why we emphasize the importance of reading labels.
Italian Sounding Food. What Is it and why Is It so important to know about It ?
Introduction
The aim of this reading is not to bore you, but to raise awareness among foreign consumers about the distinctive characteristics of authentic Made in Italy food and wine. It’s also essential to focus on consumer education that encourages careful label reading. Italian Sounding is a phenomenon that has gained traction worldwide, characterised by the imitation of Italian gastronomic excellence, which only vaguely resembles the true heritage of the Bel Paese. The term ‘Italian Sounding’ refers to the practice of using names, geographical references, images, colour combinations, and trademarks on labels and packaging that evoke Italy, particularly some of its most famous traditional products, from parmesan to mozzarella. This practice aims to market products—primarily, but not exclusively, food and beverages—in a way that leads consumers to mistakenly believe these items are genuinely Italian when actually, they have little or no connection to Italy. Most of these products are made by companies that source raw materials from abroad at a lower cost and then process them either in Italy or elsewhere. Alternatively, they may come from Italian companies that have been acquired by foreign firms, which exploit the associated reputation to boost sales. Often, the descriptions of these food products include adjectives with geographical connotations related to well-known Italian locations, accompanied by words or expressions such as ‘type’,‘style’, ‘imitation of’,‘according to tradition’, and ‘based on the typical recipe’. This phenomenon is particularly widespread in the United States, Canada, Australia, Latin America, the United Kingdom, and several other markets, including parts of Europe. It represents a form of fake Made in Italy that is well established internationally, especially in the food sector. These products leverage the reputation and allure of Italian cuisine and gastronomic tourism to sell items that have little to do with the authenticity and quality of truly Made in Italy products. This situation ultimately harms a significant part of the Italian economy and its food exports, which range from olive oil to cheeses, cured meats, and wines. The risk is“losing a powerful symbol of identity and territorial distinction, as well as one of the few bastions in times of crisis. Multinational corporations continue to find the Italian food industry highly appealing—still robust in exports—compared to other industrial sectors”. In such a landscape, fake and low-quality foods are not only produced abroad but also come from Italian companies that struggle to meet the overwhelming demand for Italian products. In a culture where counterfeiting is prevalent, the commitment to genuinely invest in and protect Made in Italy remains a minority stance, which Italico is proud to represent. Counterfeiting, in its strictest sense, involves illegal activities related to the violation of registered trademarks, protected designations of origin (DOP, DOC, DOCG, IGP, etc.), logos, designs, copyright, and even the counterfeiting of the product itself. This can have serious implications for production and health regulations. Key issues include the false indication of Made in Italy for products made abroad, the misuse of quality brand indicators, the use of harmful ingredients, and inadequate production and preservation methods, which often lack proper traceability. While counterfeiting can be legally challenged and penalised, the same cannot be said for so-called Italian Sounding products. These products use geographical names, images, colours, and brands that evoke Italy, leading consumers to mistakenly associate these imitations with authentic Italian products. Here are a few examples: “Parmesan,” which mimics Parmigiano Reggiano; “Mozarella,” falsely marketed as buffalo mozzarella; “Salsa Pomarola,” sold in Argentina; “Zottarella,” produced in Germany; and “Spagheroni” from the Netherlands. Italian Sounding often draws on the experience and production knowledge of Italian emigrants. This phenomenon is especially prevalent in countries that have historically been traditional destinations for emigration, where well-established Italian communities thrive. One of the most common manifestations of this trend occurred at the beginning of emigration, when expatriates started companies that produced the same items made in Italy, but in their new countries. Over time, new products with brands that evoke Italian names have emerged. In many cases, descendants of Italian emigrants have used (or continue to use) their Italian surnames as brands for products that have little to no real connection to the originals. Globally, products classified as Italian Sounding are valued at just over €79 billion. This figure comes from a survey involving over 250 international retailers across ten different countries, which collectively represent 60% of Italian agri-food exports. The data was analysed using a scientific model. Importantly, this €79 billion pertains specifically to foreign consumers who, in 2023, genuinely wanted to buy Made in Italy products but were misled by marketing tactics. According to projections, the overall phenomenon of Italian Sounding is estimated to reach €120 billion worldwide in 2024, which is double the expected exports of Italian food and beverages for that year. The analysis showed a particularly high incidence of counterfeit Made in Italy food in Japan, where non-authentic Italian products accounted for 70.9%, closely followed by Brazil at 70.5% and Germany in Europe at 67.9%. Coldiretti (the National Confederation of Direct Farmers and the largest representative association of Italian agriculture) and Filiera Italia report that the United States is the leading producer of fake Made in Italy products, with imitation Italian food representing over €40 billion. In fact, only one in seven agri-food products that evoke Italy sold in the States actually originates from the Bel Paese, with exports amounting to €6.6 billion in 2022. Several factors contribute to this scenario, including significant geographical distance from Italy, differences in eating habits and awareness of Made in Italy excellence, as well as regulatory and customs barriers. Research also indicates that in three out of ten cases, foreign consumers choose an Italian gastronomic specialty when it is offered at a lower price, rather than ensuring genuine territorial provenance. The types of products most affected include categories that have gained significant market share internationally, such as cured meats, preserves, wine, cheese, extra virgin olive oil, sauces, and pasta. Analysis has shown that Italian Sounding is most pronounced in the case of ragù, with 61.4% of products being non-authentic, followed by Parmesan at 61.0% and balsamic vinegar at 60.5%. Food counterfeiting is rooted in deception and primarily impacts those with limited purchasing power, especially during times of crisis, offering low-cost alternatives. These cheaper options often hide modified recipes, the use of lower or poor-quality ingredients, and alternative production methods, highlighting the need for greater transparency. The most imitated and marketed Italian products are often those that can be produced locally, avoiding importation, or those that, although being imported, exploit the lack of awareness regarding certain exclusive characteristics that give these products their value (such as DOP or IGP indications). This practice ultimately contributes to a decrease in the market value of genuine products. Coldiretti and Filiera Italia describe the counterfeit Made in Italy food industry as a “global problem.” Due to Italian Sounding, more than two out of three Italian agri-food products worldwide are fake, lacking any production or employment ties to the Bel Paese. At the top of the list of the most counterfeited products are cheeses, especially Parmigiano Reggiano and Grana Padano, where the production of imitations has now surpassed that of the originals. This phenomenon is particularly widespread in South America, where it risks being further exacerbated by the Mercosur free trade agreement, which effectively allows Parmigiano and Grana to coexist with “poor copies” in local markets—ranging from Parmesan to Parmesano, from Parmesao to Reggianito, and even Grana. Moreover, the production of imitation Italian cheeses in the USA reached a record 2.7 billion kilograms in 2022, showing exponential growth over the past 30 years and even surpassing the production of American cheeses like Cheddar, Colby, and Monterey Jack, which amounted to 2.5 million kilograms in the same year. However, the issue extends to all categories of goods, such as Pompeian oil made in the USA, which has no connection to the ancient city in Campania. Imitations also exist for Provolone, Gorgonzola, Pecorino Romano, Asiago, and Fontina. Among cured meats, the most prestigious are cloned, including Prosciutto di Parma and Prosciutto San Daniele, as well as preserves like San Marzano tomatoes. Italian products with geographical indications frequently face attempts to usurp their names.
Organoleptic Properties
Organoleptic properties refer to the set of chemical and physical characteristics of food that are perceived by the senses—smell, sight, taste, and touch. These properties collectively evoke emotional reactions of varying intensity in individuals, resulting in manifestations such as pleasure, satisfaction, and overall preference. The intensity of these reactions depends on how significantly these properties impact the person. Key organoleptic characteristics include:
- Colour
- Size
- Shape
- Taste
- Odour
- Texture
Overall, these characteristics can be summarised into three general properties that are evaluated, often unconsciously, in the following chronological order:
- Physical Appearance: This encompasses size, shape, colour, texture, and condition. Vision plays a primary role in the perception of appearance.
- Chemical Characteristics: This category includes odour and taste, which are perceived by chemoreceptors located in the tongue and nose.
- Mechanical Characteristics: This includes mechanical resistance, texture, homogeneity, and crunchiness. These characteristics are perceived through touch and, in some cases, with the involvement of hearing.