At Expo 2015 the hallmark for Italian food and agricultural products, called ‘The Extraordinary Italian Taste’ was presented. Part of a wider special plan of internationalization of made in Italy, developed in cooperation with the Ministry of Economic Development, the Ministry of Agriculture and by the Italian Trade Agency. The logo, which serves to promote Made in Italy food, under a single flag, will be used to contrast the Italian sounding at international fairs, in promotional and in-store activities abroad, in the communication and promotion campaigns on TV, traditional media, the Internet and social media to convey an idea of made in Italy through the original features and distinctive qualities. In the exhibitions, for example, it will be used to uniquely characterize the exhibition area dedicated to Italy’s food and wine. The hallmark will be used starting over the next few days in the Pavilion of Wine and Food Pavilion at Expo, to seize the unique opportunity of visibility offered by the event in Milan. It is essentially an operation of system country, which will allow Italy to catch up with competitors in countries that have already successfully adopted logos of this type. So the aim is to strengthen the measures undertaken by public or private companies in foreign markets, such as the United States, Canada, Brazil, Russia, India, China, Europe, Turkey and Australia. “From today, Italian food – said Agriculture Minister Maurizio Martina – will be stronger and more recognizable on international markets. We at last have a hallmark that will help consumers and operators to immediately identify the promotion of our products, starting with Expo Milano 2015. We can take advantage of this extraordinary opportunity for visibility and continue with the activities provided by our internationalization plan on strategic markets. Over the next three years we will invest over €70 million in promotion, to learn to work as a team and not to disperse resources in a thousand directions. With this logo we want to create a common thread that links all the activities to promote real Italian products on the international stage. Our goal is to be at the side of companies that in recent years have invested energy, capability and passion, companies that have enabled Italy to record 70% growth in food export in the last 10 years. We closed 2014 with €34.4 billion euro. In the first quarter of 2015 we stand at over €8.7 billion and our goal is to reach €36 billion by the end of the year. By well exploiting the Universal Exhibition in Milan we can do it and be geared to achieving €50 billion in exports in 2020 “.
