The system of geographical indications (namely PDO, Protected Designation of Origin, and PGI, Protected Geographical Indication) represents a cornerstone for the promotion and protection of high-quality agri-food products. Italy boasts the highest number of PDO and PGI products in Europe, with over 800 certified products across wine and food, generating a total turnover exceeding 20 billion euros per year.
The recent PDO and PGI reform, approved by the European Parliament, introduces several changes aimed at strengthening the protection of certified products and improving consumer transparency and trust. Among the main innovations are the new labeling rules, which require more detailed and clear information on the origin and characteristics of the products. Labels must now specify more precisely the product name, the geographical area of origin, and the possible presence of certified PDO or PGI ingredients. This not only ensures greater transparency but also further enhances the value of these products in international markets by differentiating them from counterfeits.
Another significant change concerns the use of PDO and PGI names in the ingredients of other products. According to the new regulation, to use these names on the label, the certified ingredient must constitute a significant part of the final product, and its percentage must be clearly indicated. This measure was introduced to prevent the misuse of designations and to ensure that consumers are properly informed about the origin and quality of the ingredients.
The protection consortia, which play a crucial role in managing and promoting PDO and PGI products, see their position strengthened. The reform assigns them greater responsibilities in product control and promotion and introduces measures to improve their governance and transparency. The goal is to ensure that the consortia operate in the collective interest of producers and consumers and to prevent potential conflicts of interest.
Other new features include simplifying the procedures for obtaining PDO or PGI recognition (expected to reduce the average registration time from five to three years), introducing stricter measures against food fraud on digital platforms, and extending geographical indication protection to non-agricultural products. This last change is particularly significant for Italy, one of the European countries with the strongest traditions in craftsmanship and specialized territorial production (such as Faenza ceramics or Murano glass, which are known worldwide).
The adoption of these measures is seen as an essential step to consolidate consumer trust in geographical indication products and to ensure that these products can compete fairly and transparently in the market. For companies, especially small and medium-sized enterprises, adapting to these new rules represents a challenge but also an opportunity to demonstrate their authenticity and quality. In a market increasingly focused on sustainability and product origin, compliance with these rules can become a significant competitive advantage.
