Increased Offerings of Certified Goods, Boosting Expansion in Italian Corporations
Italy's agribusiness sector is thriving, with certified products playing a significant role in its success. According to recent data, the demand for certified products in Italy is on the rise, driven by consumer preference for quality, safety, and sustainability, and the strong global positioning of "Made in Italy" products.
In the agrifood sector, certified products such as wine, olive oil, cheeses, cured meats, and other traditional Italian foods are leading the market. These products often carry Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), or organic certifications that assure authenticity and quality.
The growth of certified products is tied to strategic supply chain planning, innovation, and workforce development. Certifications are a crucial element for both domestic value addition and export success. Italian agrifood exports command the highest average value per 100 kilograms among major European countries, underscoring the premium placed on certification and quality assurance in international markets.
Sustainability certifications are increasingly prioritized by Italian consumers, with 81% considering them important. This trend aligns with global environmental awareness and shapes production and marketing strategies, including in industries like wine production where certification also translates into market value.
Digital infrastructure and e-commerce growth further support certified product demand. E-commerce is expected to reach USD 110.35 billion in 2025, enabling broader reach and efficient fulfillment, especially in Northern Italy where logistics and broadband access are strong. This infrastructure supports Small and Medium Enterprises (SMEs) that often produce certified products, enhancing accessibility and consumer trust.
Amidst this growth, the Fairtrade movement is also making a significant impact. Fairtrade works alongside Italian companies, not just with certification, but also with concrete tools to tackle new challenges in compliance and traceability, always staying connected to the needs of producers.
Shelves are seeing an increase in Fairtrade references, especially in the GDO. In 2024, the value of products sold in the country containing at least one Fairtrade-certified ingredient exceeded 550 million euros. Fairtrade coffee has returned above 800 tons, with a growth of over 12.5%. Bananas remain the most sold Fairtrade-certified product, with a 1.5% increase compared to 2023.
The presence of the Fairtrade brand in the non-food market is strengthening, with cotton seeing a 40% growth and cut flowers a 28% growth. This figure includes not only raw materials but also processed products that use one of the certified ingredients, such as cookies.
The number of active Italian operators importing, processing, and distributing Fairtrade-certified products has increased by 3% compared to 2023. These products are grown or produced under conditions that improve the lives of farmers in Asia, Africa, and Latin America.
Paolo Pastore, director general of Fairtrade Italy, emphasizes that Fairtrade represents a concrete response for businesses and people in a world that demands responsibility. Companies are adopting a more equitable, transparent, and human rights-conscious sourcing model throughout their supply chain.
The annual event "Cultivating the Future: The Impact of Fairtrade Italy" provided an occasion to discuss this growing trend. The focus is on improving the lives of farmers, promoting sustainability, and ensuring human rights throughout the supply chain. Fairtrade is an international movement for sustainability, human rights, and the environment. This trend is seen as a response to increasing consumer preference for products with certifications.
- The Italian lifestyle and food-and-drink sectors are witnessing a significant surge in demand for certified products, such as wine, olive oil, cheeses, cured meats, and other traditional Italian foods, due to their associated certifications like PDO, PGI, and organic labels that assure authenticity and quality.
- As a response to the growing consumer awareness and preference for responsibility, sustainability, and human rights, numerous Italian businesses are adopting a more equitable and transparent sourcing model throughout their supply chain by partnering with Fairtrade, a global movement emphasizing sustainable practices, human rights, and environmental consideration.
