IGP Tuscan oil: +25.1% export

Olio Toscano IGP: +25.1% export but web agropiracy boom, Consortium raises level of protection in the US. The announcement at Taste Florence: "after the trademark protection also for the certification process in the US."

+25.1% exports for Toscano IGP oil but fraudulent ads on the web are booming: 137 cases of illicit references in two years on e-commerce platforms. With 41 million euros of product exported abroad (+8 million euros), according to the latest Qualivita-Ismea 2022 report, Toscano IGP oil is the top Italian quality oil, the most famous and appreciated and also for this reason one of the Made in Italy agri-food products subject to numerous counterfeiting attempts and fraudulent advertisements.

Confirming a positive and growing trend was the President of the Toscano IGP Consortium, Fabrizio Filippi at the event promoted with Coldiretti Toscana, Consorzio Toscano IGP and Unaprol as part of Taste, the taste fair organized by Pitti Immagine on the phenomenon of Italian souding. With 8,000 operators, including producers and processors, out of 23,160 total nationwide and 7 million registered plants, the Toscano IGP Consortium is the most important olive oil consortium.

"Interest in Tuscan oil is growing. We have come to export 60 percent of PGI-certified product, more than 40 percent to the United States. It is more difficult for foreign consumers to defend themselves against counterfeiting because in some countries there are no bilateral agreements, regulations or controls. In order to raise the level of protection from counterfeit attempts in the United States after a long legal process, we managed to register the certification process as well. - announced the President of the Toscano IGP Consortium - The protection is no longer and only limited to that of the trademark, which we had already obtained, but also how our oil is produced in compliance with the specification. This will allow us to have greater ability to defend ourselves against anyone who falsely and improperly uses the Toscano IGP brand both figuratively and evocatively. Italian Sounding is a great detriment to businesses but one that paradoxically certifies the great desire for Tuscany in the world."
 

The other element to protect consumers and therefore businesses that produce quality products is cultural. Unaprol's Evooschool has precisely this objective: "We are committed to exposing false Made in Italy by raising awareness among the public and those who have to write the rules. The other fundamental aspect is to work on product recognition. - said Nicola Di Noia, Director General of Unaprol during the meeting -With our Evooschool we explain the difference between a good oil and a bad oil: if the consumer understands the difference, no matter how dressed up with Italian-ness, the oil will no longer be purchased with the same momentum. We must be honest to the market because we actually create in Italy the international market. We must be vigilant so that our rules, the Italian rules, are also enforced. - Di Noia further said - The EU ones are weak. Before tackling the international market we must work on the domestic front and be the first to set an example. When tourists come to Italy we must make sure that they have a real experience of our products. But often on restaurant tables they find poor quality, poorly preserved oil that does not offer that real experience. The same is being done by large retailers who are not helping us. If we don't put businesses in a position to make income, there will be no future."

Source: Consorzio per la Tutela dell'Olio Extravergine di Oliva Toscano IGP.