IN BREVE
- On January 29, a press conference was held to present the Made in Italy ‘Talking Label’, promoted by Hon. Giandonato La Salandra.
- The initiative aims to make product traceability accessible to consumers, restoring identity and origin to Italian production.
- The label must provide data on the supply chain, territory, and production community, promoting transparency and the protection of ‘Made in Italy’.
- The ‘Talking Label’ acts as a bridge between agriculture, culture, and tourism, integrating the narrative of the local context.
- The goal is to build consumer trust and market value for products linked to ‘Made in Italy’.
The press conference presenting the Made in Italy ‘Talking Label’, an initiative promoted by Hon. Giandonato La Salandra, was held on Wednesday, January 29, in the Press Room of the Chamber of Deputies. At the heart of the institutional debate was the need to ensure that product traceability is no longer just a technical element for industry insiders. Indeed, the aim is to transform it into an accessible and verifiable tool for consumers. In this way, it can restore identity, origin, and value to Italian production.
The stated objective is to transform the label into an information channel that allows users to consult data on the supply chain, territory, and production community. At the same time, the focus is on an approach oriented toward transparency and the protection of ‘Made in Italy’.
MADE IN ITALY ‘TALKING LABEL’: THE INSTITUTIONAL DEBATE AT THE CHAMBER
During the meeting, Hon. Aldo Mattia, Hon. Marco Cerreto, Hon. Gianluca Caramanna, and Sen. Luca De Carlo also spoke. Also present were Enzo Dota (LocalTourism.it) and Prof. Marie Pierre Escoubas (Sapienza University of Rome), who is scientifically involved in developing the LocalTourism.it protocol through a research project.
Representatives from the business world also attended the conference, testifying to the economic and production interest linked to the theme of traceability and the enhancement of origin.
LOCALTOURISM.IT AND THE DIGITAL LABEL: TRACEABILITY, TOURISM, AND EXPERIENCES
According to what emerged, the ‘talking label’ is proposed as a bridge between agriculture, culture, and experiential tourism. To this end, it presents an interpretation that goes beyond a mere product information function.
The LocalTourism.it protocol stipulates that the digital label should not be limited to the company profile. On the contrary, it must offer an integrated narrative of the local context: points of interest, events, food and wine, and hospitality experiences. In this way, the product is transformed into a kind of “business card” for the territory where it originates.
TRACEABILITY AND VERIFIABLE CONTENT: THE GOAL AGAINST TERRITORY-PRODUCT RHETORIC
The central point, reiterated during the presentation, is the desire to move beyond a generic narrative of the link between product and territory. Instead, the focus is on verifiable content and inclusive language.
In this perspective, the ‘talking label’ is described as not only a cultural tool but also an economic one. It succeeds in generating consumer trust and contributing to the creation of market value for products linked to ‘Made in Italy’.
