Traditional Italian Agri-Food Products: A Unique Tool with Untapped Potential

Abstract

In the agri-food market, there is an increasing interest in local and traditional food products. In a context characterised by private labels and European Geographical Indications (GIs), the Italian Traditional Agri-food Product (TAP) denomination seems to be a particularly interesting tool for the promotion of agri-food products. This work analysed the effectiveness of this denomination in promoting local and traditional Italian products with a particular focus on vegetable products and landraces, which is the most represented category in the TAP list. The analysis included literature and bureaucratic reviews, a questionnaire administered to consumers and a comparison of the TAP denomination with European GI schemes in order to identify the opportunities, strengths and weaknesses of the TAP denomination. True to the SWOT analysis, the TAP denomination appears not to very incisive in terms of commercial protection and promotion, although it can represent a useful first step for the designation of traditional Italian products to the European GI schemes (56.94% conversion rate) and the unique recognition of Italian cultural heritage. In conclusion, the suggestion is to improve the TAP denomination by developing activities to increase consumer awareness, by allocating more financial resources for TAP productions (local products) and by proposing better integration with regional and private labels to protect the unique characteristics of Italian traditional agri-food products.

Keywords

• common agricultural policy
• cultural heritage
• marketing
• promotion
• rural development
• SWOT analysis