13 May

84% OF ITALIANS CALL FOR CERTIFICATION TO PROTECT AUTHENTIC MADE IN ITALY AGRI-FOOD PRODUCTS

84% of Italians call for certification to protect authentic Made in Italy agri-food products

More than 8 out of 10 Italians believe that a certification guaranteeing the authenticity of Made in Italy agri-food products is necessary, even when these are served in restaurants abroad. This is one of the key findings of a new report on Made in Italy agri-food products and the protection of Italian cuisine, produced by Noto Sondaggi and Fondazione UniVerde in collaboration with ITA0039 | 100% Italian Taste Certification by ASACERT, and presented at TuttoFood 2026.

The survey, conducted in March 2026 on a representative sample of 1,000 Italians, highlights how authenticity certification is increasingly perceived as a central tool to safeguard the quality, traceability, and identity of Italian production:

  • 84% of respondents agreed on the need for certification ensuring the authenticity of Italian agri-food products, even in restaurants abroad;
  • for 82% of the sample, knowing that food products are certified “Made in Italy” is a decisive factor, considered an added value by 51% and a fundamental element by 31%;
  • only a small minority regarded certification as marginal or irrelevant, confirming growing attention toward protecting food authenticity.

The data confirm and reinforce a trend already observed in recent years: authenticity certification is now a strategic tool to combat counterfeiting and “Italian sounding” phenomena, strengthening consumer trust and enhancing Italian excellence in international markets.

“The new report clearly confirms how citizens are increasingly aware of the value of Made in Italy and the importance of concrete tools to protect and promote it,” commented Fabrizio Capaccioli, CEO of ASACERT and creator of the ITA0039 protocol. “84% of Italians are calling for guarantees of product authenticity even abroad. This is a clear signal for the entire supply chain. Certification today represents not only protection, but also a strategic lever for competitiveness and transparency. In an increasingly global market exposed to counterfeiting and Italian sounding, ensuring the origin, quality, and traceability of Italian excellence means defending not only the economic value of our production, but also the cultural, identity, and social heritage that Italian cuisine represents worldwide.”

The report was presented during the event “The future of Italian cuisine: between UNESCO cultural heritage, promotion, and certification,” held at the Regione Campania stand, and is available for download at the following link: EcoDigital Campania – upcoming event.

Opening remarks were delivered by Mariacarmela Serluca, Regional Councillor for Agriculture of Campania, and Emmanuel Conte, Councillor for Budget of the Municipality of Milan, who highlighted the role of institutions in supporting agri-food supply chains and promoting local territories. The discussion also featured journalist and writer Luciano Pignataro and chef Enrico Derflingher, president of Euro-Toques Italia, who emphasized the value of Italian cuisine as a key element of cultural identity and international promotion of the country.

“Protecting Made in Italy excellence today means safeguarding a fundamental component of our cultural and economic identity,” said Alfonso Pecoraro Scanio, President of Fondazione UniVerde and promoter of the EcoDigital network. “Italian cuisine is a heritage that must be protected through concrete tools capable of supporting businesses, territories, and local communities, countering phenomena such as Italian sounding while promoting quality, sustainability, and innovation.”

Italian cuisine continues its path toward greater recognition, including its candidacy as a UNESCO intangible cultural heritage, making it increasingly clear that systems capable of preserving its authenticity, quality, and traceability are essential.

In this context, ITA0039 by ASACERT confirms itself as a benchmark protocol for the certification of the Italian agri-food supply chain, with the aim of ensuring that Italian products and restaurants, both in Italy and abroad, represent authentic hubs of certified quality.

The initiative was promoted and carried out with the involvement of partners present at TuttoFood 2026, including Regione Campania, Fondazione UniVerde, EcoDigital, Terras, and Euro-Toques Italia.