Starting in 2024, the European Union will enforce a novel, comprehensive regulation focused on Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) products. This initiative represents a significant stride in safeguarding and promoting traditional and regional products. Under the new EU unified legislation, the registration of "Italian Sounding" products, which refers to food and beverages with names resembling those of traditional Italian products, causing consumer confusion, will be prohibited. This encompasses items like Slovenian and Cypriot balsamic vinegar, Croatian Prosek, "Parmesan" and "Gorgonzillo".
Following the agreement reached on October 24th between the EU Council and Commission representatives, the regulation governing Italian PDO and PGI products will be enforced in the initial months of 2024. Through the EU unified text, the safeguards for protected designations will be intensified, leading to increased transparency for consumers and reinforcing the role of consortia.
Changes introduced by the EU Consolidated Law
Paolo De Castro, the Member of the European Parliament responsible for the new regulation, has emphasized some of the significant changes being introduced. Starting from 2024, it will be obligatory to include the producer's name and nationality on the label of any PDO or PGI product. This measure is designed to eliminate counterfeiting attempts and the improper use of the reputation of Italian PDO and PGI products.
In particular, the new EU consolidated law establishes that registration requests for "evocative" products, which could be mistaken for the names of existing PDO or PGI products, will no longer be considered. However, the regulation will not apply retroactively, meaning that previously registered products will be addressed and assessed on a case-by-case basis by the Commission.
At present, the European Union boasts registrations for more than 3,600 high-quality protected products, with a total value surpassing 80 billion euros. This registration system has displayed consistent growth since the 1990s, making a valuable contribution to trade in the European agri-food sector.
As a result of this reform, products carrying PDO and PGI designations will enjoy enhanced protection, extending to the digital sphere, thanks to the introduction of an immediate geoblocking system for content that violates these designations. Additionally, in cases where Protected Geographical Indications (PGI) are used as ingredients, producers will be obligated to notify the respective consortium regarding their usage.
In essence, this initiative marks a pivotal advancement, not only in the protection of European geographical indications but also in the battle against the issue of counterfeit "Made in Italy" food products, which has attained a global value exceeding 120 billion euros. The reform is directed towards safeguarding the authenticity and prestige of traditional Italian products while guaranteeing consumers an informed and quality-driven selection.
What Distributors and Retailers Need to Know
Apart from the substantial safeguarding of PDO and PGI achieved through the new EU Unified Text, there is another compelling rationale for the impracticality of Italian Sounding. In recent years, consumers have shown a growing inclination towards authenticity and the provenance of food products. The rising awareness among consumers regarding the significance of endorsing local traditions and relishing authentic culinary experiences is exerting a notable influence on their buying choices.
Distributors and retailers offering Italian Sounding products may experience a negative impact on their image among consumers and B2B clients, as these practices are often subject to adverse media scrutiny, particularly in light of the fact that consumers are becoming more attentive and knowledgeable.
Sourcing and reselling Italian Sounding products may provide short-term benefits, but this approach entails a long-term risk of eroding consumer trust. Investing in authentic products and adhering to laws and regulations that preserve their quality and origin can be considerably more advantageous, meeting the needs of both end consumers and foodservice professionals.