"Made in Italy" as a unique national brand.

For some time now, Italian manufacturers have been discussing the possibility of creating a national brand, "Made in Italy," which would guarantee the Italianness of the production process, starting with the raw materials.
The "Voluntary Certification of Conformity of Origin and Italian Typicality" project is ambitious and aims to increase the attractiveness of the national offering, as a system brand that enhances products, production, and the national supply of goods and services.

The initiative is by Conflavoro, which has entered into an agreement with the global certification body Lloyd's Register, which will issue the certification. The protection and certification mechanism is subject to dual oversight: by an Internal Supervisory Body, specifically established by Conflavoro, and by the Technical Scientific Committee for the Direction and Development of the Single National Brand, made up of external figures from the worlds of business, academia, and consumer associations.

The market that seems most interested in the project is the food sector. The single brand would be placed on food packaging and would not only guarantee protection against counterfeiting, but also meet increasingly stringent consumer demands regarding the quality and safety of food and beverages.
"Made in Italy" would thus become a sign of authenticity and traceability of Italian products and, if possible, also a symbol of an innovation that combines taste and authenticity.