"Made in Italy" as a unique national brand.

For some time now, Italian producers have been discussing the possibility of creating a national brand, “Made in Italy,” through which to guarantee that the entire production process—starting with the raw materials—is Italian. 
The “Voluntary Certification of Conformity of Italian Origin and Authenticity” project is ambitious and aims to enhance the appeal of the national offering as a system brand that promotes products, production, and the national supply of goods and services.

The initiative comes from 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 a dual oversight system: one by an Internal Supervisory Body, established ad hoc by Conflavoro, and the other by the Technical and Scientific Committee for the Guidance and Development of the Single National Brand, composed of individuals from outside the organization, drawn from the business community, academia, and consumer advocacy groups.

In particular, the market that seems most interested in the project is the food sector. The single brand would, in fact, be affixed to food product packaging and would not only provide protection against counterfeiting but also address consumers’ increasingly stringent demands regarding the quality and healthiness of food and beverages.
“Made in Italy” would thus become a mark of authenticity and traceability for Italian products and, if possible, also a symbol of innovation that combines taste and authenticity.