The Italian Chamber of Commerce and Industry for the UK, together with other Italian Chambers of Commerce abroad, has joined forces with the Italian Ministry of Foreign Affairs and International Cooperation and Assocamerestero to combat the diffusion of the Italian Sounding phenomenon and encourage the conscious consumption of authentic Made in Italy products.
By Italian sounding phenomenon we refer to those products that have been made to look and sound like their Italian equivalents despite the fact that these imitations have no connection to Italy. This phenomenon is not recent as it started in the 19th century when Italians emigrated abroad to build a new life and they started opening restaurants, cafes and delis. At that time they could not import raw materials from Italy so they started producing their own, labelling them with names of the original ones.
Today sales of Italian sounding products worldwide have reached the value of €100 bln. In the UK, products mainly affected are Parmigiano Reggiano, Prosciutto di Parma and olive oil.
Italy has over 300 agri-food products and 500 wines recognised as Protected Designation of Origin and Protected Geographical indication by the European Union. Italy is a leading country for food and wine excellences.
This project “True Italian Taste” is aimed at enhancing the Italian agri-food industry in order to increase its knowledge among consumers and consumption in target foreign markets, where products of Italy are most popular but are actually not of Italian origin.
The activities, which will be taking place over the next two years, are addressed to importers, distributors, hotel chain purchasing managers and speciality stores, chefs, food bloggers, journalists, nutritionists, opinion leaders and world-famous food and wellness enthusiasts. Activities will include business trips to Italy for food and wine buyers, workshops, seminars and promotional events abroad as well as other initiatives.
10 May 2019
True Italian Taste – Masterclass with Chef Max Mariola
21 May 2019
True Italian Taste – Masterclass with Chef Andrea Ruisi
15 June 2019
The Authentic Italian Table
18 October 2019
Cooking show True Italian Taste @ Welcome Italia
28 July 2020
“Undiscovered Italy” wine masterclass
17 September 2020
The Authentic Italian Table: All you need is cooking (Chef Francesco Mazzei)
28 September – 2 October 2020
BuyFood Toscana: online B2B meetings for UK food buyers
14 May 2021
“Tasting Piedmont” masterclass
25 May 2021
“Exploring Southern Italy” masterclass
10 June 2021
The Authentic Italian Table: All you need is cooking (Chef Theo Randall)
30 July 2021
Cook up a storm with Eataly
16-17 September 2021
Wine B2B: Meet the producers
23 September 2021
“Italy in a nutshell” masterclass
18-19 October 2021
9 June 2022
The Authentic Italian Table (Chef Aldo Zilli)
Mapping UK shops
To get involved or to know more about the project please check our website, follow us on our social media or contact us.
The “True Italian Taste” project is promoted and funded by the Italian Ministry of Foreign Affairs and International Cooperation and implemented by Assocamerestero in collaboration with the Italian Chambers of Commerce abroad. True Italian Taste is part of the “The Extraordinary Italian Taste” programme which aim is to enhance and safeguard the authentic Italian food product.