@EVOLUTION PLAZA – PAV 14

25.10.21 h 12.00-12.30

In recent years, due to the large amount of information addressed to consumers on agri-food products, it is becoming increasingly difficult for them to understand this sector and make informed purchasing choices.At the same time, the world of geographical indications production, which is increasingly exposed to counterfeiting, had to tackle the consequences derived from the loss of competitiveness and the related higher risks for consumers in terms of  health and safety. Not to mention the economic damage resulting from the infringement of intellectual property rights associated with counterfeit products.As a result, this complex issue has called for urgent measures to protect the agro-food industry, a key sector in the national and international economy. In particular, the use of protection systems for the immediate identification of certified quality products. In this scenario, Poligrafico stands out as an important operational partner for companies and consortia, developing innovative anti-counterfeiting and traceability systems that have recently been extended to the geographical indications sector, such as Modica Chocolate and Balsamic Vinegar of Modena.These are high-tech, product protection and enhancement solutions, already widely used for Docg and Doc wines, which aim to help consumers make an informed choice of quality products by providing them with all the necessary information and at the same time to protect the entire supply chain. To this end, Poligrafico e Zecca dello Stato has designed and produced the so-called digital passport which, by means of a system made up of a personalised and unique anti-counterfeiting label and a digital system, provides access to specific information on the origin, history and typicality of the products, representing a deterrent to counterfeiting as well as a  fundamental communication asset which is highly evocative and immediately recognisable. Thanks to its conceptual designed features, today the digital passport is the maximum security guarantee for products, ensuring an incomparably higher product protection with respect to the simple printed code labelling system. The aim is to maximise the value of Italy's food heritage and its excellence through an effective traceability system, product protection, brand defence and the involvement of all stakeholders.

Panelist: Luca Sciascia (IPZS Istituto Poligrafico e Zecca dello Stato)