In Italy, the food sector is not just a productive industry—it is a vital part of everyday life for millions and directly influences societal choices and values. For 81% of Italians, decisions made by companies in this field have a significant impact on the quality of life in the country, and nearly 80% believe these choices also affect the global context. (*)
Three priority areas are identified by Italians: environmental protection, the offering of higher quality products and services, and a positive impact on the social and community fabric. However, it is precisely in these areas that the greatest disconnect is observed between expectations and actual experiences, indicating that businesses still have a long way to go to bridge this gap.
What emerges is the profile of an increasingly aware consumer, attentive to issues such as sustainability, waste reduction, short supply chains, and the use of eco-friendly packaging. This awareness translates into concrete behaviors, such as a preference for local products, the purchase of unpackaged food, and attention to the composition and origin of ingredients.
Another noteworthy finding concerns so-called “expert consumers,” who show a stronger inclination to seek in-depth information (79%) and to share their opinions (66%) compared to the national average. These consumers help narrow the gap between expectations and reality, giving more positive evaluations of purchasing experiences and corporate behavior, especially when communication is transparent, clear, and backed by concrete data.
In this context, a company’s reputation is increasingly tied to its ability to demonstrate commitment to environmental, social, and governance (ESG) issues through tangible actions. Food safety, for instance, is a key issue for 77.5% of respondents, who request clear labeling along with greater attention to health, nutrition, and responsibility throughout the entire supply chain.
Among the most strongly felt ESG values in the food sector are respect for consumers (75.1%), combating pollution of air, water, and soil (73.1%), and protecting biodiversity (72.6%). These are commitments that companies can no longer afford to overlook if they wish to maintain public trust and support.
In this scenario, it becomes essential to provide consumers with tools and guarantees that help guide them toward more conscious, responsible choices focused on the actual quality of products. Promoting a food culture grounded in environmental, ethical, and cultural values also means supporting transparent practices and authentic production throughout the supply chain.
This is the aim of the ITA0039 certification system, developed by ASACERT, which serves as a benchmark for the protection of authentic Made in Italy products. Through a global network of certified restaurants and digital tools like the ITA0039 app, the protocol allows consumers to verify product origins and identify Italian culinary excellence—concretely contributing to waste reduction and the fight against Italian Sounding.
*Data from the “Post-Invasion” 2024/2025 survey conducted by Omnicom PR Group.
