In the international food market, product quality remains the starting point, but increasingly, it is not enough: to compete abroad, a product must be recognizable, properly labeled, traceable, and able to clearly communicate its value.
Origin, ingredients, nutritional information, allergens, certifications, any claims, and supply-chain guarantees—the information provided on the packaging becomes an integral part of the product’s positioning.
For “Made in Italy” food companies, the label is therefore not merely a regulatory requirement but a genuine marketing tool, especially in a global context where there is growing attention to food safety, transparency, food intolerances, well-being, and product origin.
The primary European reference is EU Regulation 1169/2011 on food information to consumers, which governs the information that must be provided on foods marketed in the European Union. The underlying principle is that food information must be accurate, clear, easily understandable, and not misleading. For exporters, this principle is essential because Italian products can have a strong competitive advantage in foreign markets, but they must be presented in a manner that complies with both European regulations and the standards of the destination country.
Linked to this issue is the issue of traceability.
The European General Food Law, introduced by Regulation (EC) No. 178/2002, considers traceability to be a pillar of food safety. Food business operators must be able to trace back to whom they received a food product, raw material, or ingredient, and to whom they supplied it. This is the “one step back, one step forward” principle: one step back and one step forward along the supply chain.
This is no longer just a technical issue: in international markets, it is a key factor in building credibility. Importers, distributors, and retailers are increasingly demanding detailed documentation on origin, lots, ingredients, certifications, production facilities, quality controls, and applicable standards. In this sense, labels, technical data sheets, commercial documentation, and digital tools—such as QR codes or supply chain platforms—become part of the same information system.
“Made in Italy” food is associated with quality, tradition, specialized production, and regional identity. Precisely for this reason, however, it must be protected and communicated with precision: “Italian origin,” PDO, PGI, DE.CO, and “100% Italian” have value only when they can be documented.
Certified products also enhance the value of Italian food around the world. The 2025 ISMEA-Qualivita Report on PDO, PGI, and TSG products confirms the strategic role of geographical indications in positioning the Italian agri-food sector. In 2024, exports of PDO and PGI products reached 12.3 billion euros, an increase of 8.2%. For foreign markets, certifications of origin are not merely a distinguishing mark: they represent a guarantee of authenticity, quality control, and a connection to the local territory.
Credits: Fondazione Qualivita
Among the most important markets, the United States plays a central role. According to CREA, in 2024 the U.S. became the second-largest destination market for Italian agri-food products after Germany, surpassing France, accounting for 11.5% of total agri-food exports. This figure is particularly significant because it pertains to a highly competitive market, where consumers recognize the value of Italian products, but where regulatory compliance, clear labeling, brand positioning, and the ability to stand out from imitation products or those generically labeled “Italian style” are essential.
In this scenario, labeling and traceability are not merely obligations but become a dual driver of competitiveness.
They help highlight the product’s value,
protect the “Made in Italy” identity,
strengthen the confidence of foreign businesses, and build a stronger relationship with the end consumer.
For those who produce, export, or distribute Italian food around the world, effective communication means better sales.
Not because the label replaces quality, but because it allows quality to be recognized, understood, and chosen.
