The most important challenge that the quality food sector will have to face in the coming years is certainly the digital one. Made in Italy food will become big if, and only if, it will be able to put in place an overall strategic plan in the web. So, the battle moves from the elds to Internet. In the new digital markets, our excellence products – PDO (Protected Designation of Origin), PGI (Protected Geographical Indication), and Organic – do need structured and coherent strategies in order to protect and promote the whole food market. Considering the value of this domain in Italy, we cannot continue to address this issue in a weak or inconstant way; it is necessary to plan a long-term digital strategy that can be e ective on several fronts. ree priorities must be considered facing the web: the protection of Geographical Indications and of the companies; the enhancement and promotion of these products; the regulation of the dynamics of the e-commerce. With regard to the protection of this sector, the impression is that the productive capacities of our local excellences are undermined in Internet with a single click.
20140601_Italian_food_excellence.pdf
