A new name and visual identity to reinforce its mission: protecting and promoting Italy’s premium deli meats with geographical indication, while strengthening the role of the related Protection Consortia. Salumitalia – Consorzi Indicazione Geografica is the name chosen by the Assembly of Protection Consortia, held at the Dallara Academy headquarters in Varano de’ Melegari, to officially relaunch ISIT – Istituto Salumi Italiani Tutelati. The goal is to ensure immediate recognition of the organization and to establish a modern, value-driven brand focused on the people and principles at the core of its mission.
Defending the quality and value of PDO and PGI deli meats
The new payoff “Protection, Tradition and Territory” encapsulates the identity and mission of Salumitalia, built around three key pillars.
Protection, because geographical indications are not only legal safeguards ensuring authenticity and quality, but also tools to defend the economic value of these products. This perspective is vital to preserve the uniqueness, distinctiveness, and reputation of geographically indicated deli meats.
Tradition, because behind every certified deli product lies a centuries-old craft shaped by history, expertise, and continuous adaptation. At the same time, innovation in production processes and regulatory frameworks plays a crucial role in preserving the authenticity outlined in the specifications for PDO and PGI products.
Territory, as it is the very essence of geographical indications. Every deli meat is a genuine expression of the place it comes from. It reflects a unique bond with the local climate, landscape, and culture – all essential elements that make each product one-of-a-kind. The Consortia serve as guardians of this bond. As aggregators of companies, they are increasingly expected not only to protect the value of these products but also to foster collaboration among local public and private stakeholders.
Salumitalia: a meeting place for Italian excellence
Where there is passion, there is Italy – and its internationally renowned excellence, deeply rooted in its places of origin. That is why the new name and logo were unveiled at Dallara Automobili in Varano de’ Melegari: a model of productive and economic excellence deeply tied to the local territory and a driving force behind its development.
At the striking Dallara Academy venue, the Assembly also included a public session where the new name and logo were officially presented. Speakers included Cristiano Ludovici, President of Salumitalia – Geographical Indication Consortia, Lorenzo Beretta, President of Assica, and Andrea Pontremoli, CEO of Dallara Automobili.
“Sharing this moment of reflection with our Consortia is a strategic move,” said Cristiano Ludovici. “The role of Protection Consortia is increasingly crucial, as they are called to introduce modern and effective governance systems through strategic tools that enhance their products. A key objective of Salumitalia is to invest in knowledge, services, and skills that benefit the Consortia and the broader geographical indication system. These are vital steps in strengthening the excellence of Italy’s protected deli meat sector. For this reason, we have expanded the services offered to Consortia and strengthened our network, conducted market studies and research, and, with the support of the Ministry of Agriculture, Food Sovereignty and Forests, launched targeted projects with various partners: training and promotion with large-scale retail, a new digital campaign, and the upcoming nationwide visibility of our PDO and PGI products on screens in airports, metro stations, and railway hubs.”
“Being here today as President of Assica,” added Lorenzo Beretta, “is a testament to the increasingly close collaboration between our two organizations. PDO and PGI deli meats often serve as a gateway for our companies’ international exports, affirming the value and prestige of our excellence. In terms of exports, we have seen significant growth in 2025 – a result we are very pleased with, particularly in light of the challenges the sector is facing due to the spread of African swine fever in several regions. According to preliminary Istat data, exports of Italian deli products reached 2,229,888 tons and 2.378 billion euros – an increase of 12.9% in volume and 9.5% in value compared to last year.”
“Innovation and roots are not in conflict – quite the opposite,” concluded Andrea Pontremoli, CEO of Dallara Automobili. “By staying connected to our territory, we can generate long-lasting value. Investing in young people, in education, and in technology means building a sustainable future – one that can speak to the world without forgetting where we come from.”