The President of the Republic, Sergio Mattarella, clearly expressed his stance against tariffs and trade restrictions: “Unjustified protectionism and market closures with an inexplicably autarkic flavor would significantly harm key sectors of excellence.” Open markets, on the other hand, he recalled, “protect peace” and allow Italian businesses to continue spreading the values and flavors of our tradition across the world.

The Head of State also highlighted a particularly dangerous side effect of tariffs: the further boost to so-called Italian sounding products. This phenomenon is already worth over 120 billion euros and risks expanding even further, damaging the reputation of the true Made in Italy. “It is unthinkable,” he stated, “that consumers in other continents would easily give up on chasing the flavors they’ve learned to appreciate.” The danger is that, in the absence of authentic products, the habit of consuming counterfeit foods—using Italian names only to deceive—may become entrenched.

ITA0039: The Concrete Response to Italian Sounding

In this context, it becomes urgent to protect and promote those who truly represent Italian cuisine around the world. This is the mission of ITA0039 – 100% Italian Taste Certification by Asacert, the first certification scheme designed to reward Italian restaurants abroad that faithfully uphold our food and wine culture.

The certification is based on strict criteria, including:

• the predominant use of certified Italian ingredients,
• menu consistency with regional traditions,
• the presence of DOC and DOCG wines,
• clear communication of ties with Italy,
• the competence of the staff.

A Network of Authenticity Against a Network of Fakes

ITA0039 is not just a certification: it is a cultural and commercial network that brings together producers, restaurateurs, and consumers. Every certified restaurant becomes an ambassador of Made in Italy, helping distinguish what is authentic from what is merely an imitation.

Defending Italian Identity Is a Shared Responsibility

Fake Made in Italy is not just an economic issue—it is a matter of identity. Every product pretending to be Italian undermines consumer trust and takes value away from those who work with passion and respect for the rules. That’s why certifying authenticity is not a luxury, but a necessity. Because every dish tells a story—and those who tell it truthfully deserve to be recognized.