In recent years, the phenomenon of Italian Sounding has become increasingly evident, also fueled by global trade and geopolitical tensions and the introduction of duties strategically imposed to damage the export chain of individual countries. One need only recall the protectionist measures and duties imposed by the United States during the Boeing (American) and Airbus (Franco-German) dispute. The issue ended after 17 years in 2021 and did not only concern aircraft. It amounted to $7.5 billion in duties on imports from Europe. Blacklisted were cheese products such as: Parmesan, Grana Padano, Gorgonzola, Asiago and Fontina, but also salami, mortadella, shellfish, shellfish, citrus fruits and liquors such as bitters and limoncello. When they landed in the States they were subject to a price premium, as much as 25 percent, resulting in increased sales of the fake products.
Lately, history is repeating itself with the trade dispute between the European Union and China. At the expense are European dairy products: fresh and blue cheeses, from Grana to Pecorino Romano, Fontina to Mozzarella di Bufala, via Gorgonzola.
Demand for Italian products and Italian Sounding.
The global market continues to demand Italian products, but consumers often cannot find them due to high costs or difficulty of access. This situation creates a vacuum that is filled by fakes, which are able to creep into markets due to their lower prices and availability. In markets where the import of authentic Italian products is hindered, precisely, by tariffs or other trade barriers, the risk of the spread of Italian Sounding is even higher.
The term “Italian Sounding” refers to the use of names, images, colors and trademarks that evoke Italy to promote products that, in reality, have nothing to do with our country. This deceptive practice exploits the fame and quality of Italian products to sell fakes, often of inferior quality, which nonetheless succeed in deceiving less attentive consumers. Just think of “Parmesan” and “Romano” cheeses produced in North America or “Kresecco” wine that imitates authentic Prosecco.
The problem is compounded in trade war contexts, where tariffs make authentic Italian products more expensive and less competitive in foreign markets. Recent tensions could push Chinese consumers toward local products or other imitations that recall Italy only in name.
The value of the dairy market in China
Italian exports to China of milk and dairy products are, to date, growing strongly with a value that was just over 80 million in 2023. And despite the tariff war, exports of made-in-Italy cheeses to China in the first five months of 2024 recorded a 35 percent increase over the same period last year. However, if China decides to introduce new duties on cheeses from the European Union, Italian producers could be severely penalized. This scenario not only harms Italian producers economically, but also jeopardizes our country’s image as a symbol of food excellence.
An uncertain future for Made in Italy
The growing popularity of Italian Sounding products is a real threat that requires a decisive response from Italian and European institutions. It is not just a matter of protecting a market, but of defending a cultural heritage that the whole world envies us. The quality and authenticity of Made in Italy must be protected more rigorously, through trade agreements that avoid the imposition of punitive tariffs and a tough fight against counterfeiting.
ITA0039 by ASACERT stands out on the international scene for its crucial role in defending and promoting authentic Italian food heritage. Since 2019, ITA0039 certifies the excellence of Italian products on a daily basis through a rigorous network of Italian restaurants abroad, ensuring that only authentic products receive the recognition they deserve.
ITA0039 actively works to counter the phenomenon of Italian Sounding by spreading information and awareness among consumers around the world. Thanks to the ITA0039 App, consumers can recognize real Italian products on the shelves of any country, avoiding the traps of imitations. This innovative tool is a valuable ally in the fight against counterfeits, offering consumers the opportunity to make informed, quality choices.
ITA0039, together with its partners, not only certifies, but also conducts constant outreach and awareness work so that every day translates into a step forward in the protection and enhancement of Made in Italy.
