PDO and PGI, over 40 Made in Italy products in the Ita Airways lounges in Rome and Milan

A 'journey into Italian food excellence' offering a 'taste of Italy'. This is the aim of the agreement between Ita Airways, Origin Italia (the association of consortia for the protection of PDO and PGI products) and Fondazione Qualivita under the direction of the Ministry of Agriculture and Food Sovereignty that will bring 40 protection consortia to showcase their products in the lounges of airports (in Rome and Milan). The project initially planned to last one month will most likely be extended.

"It is an idea that came about through discussions with Minister Lollobrigida," said Ita Airways' president, Sandro Pappalardo, "a project that is perfectly consistent with our mission. Since its inception Ita has aimed to be an ambassador of Italy in the world. And perhaps, between our lounges and our planes, we are the country's first showcase for tourists coming to Italy.To improve our positioning we want to work alongside Italian excellence from sporting to cultural to food and wine. The project started last 3 November and so far we have had very positive feedback and we hope it can be extended into 2026'.

"PDO and PGI products represent the peaks of excellence of Italian agri-food products," added the president of Origin Italia, Cesare Baldrighi, "A basket that represents a turnover of more than 20 billion euro. But their value goes beyond turnover because our PDO and PGI products represent our territories and often guarantee jobs and income even in often marginal territories'.

'We consider the understanding between Origin and Ita very important,' added the Minister of Agriculture and Food Sovereignty, Francesco Lollobrigida. Airport lounges are no longer just waiting rooms but areas in which we can communicate what we are and create added value. And - above all - communicate our DOP model. A model that is not protectionist, as some would have us believe, but a model that should instead be protected. A production model that means quality but also respect for the environment and workers' rights. And which must be told to explain to consumers what is behind our products. A system that precisely because of these multiple values would not stand up to a competition of price alone. A challenge, that of quality, which Italy is winning because those who have tasted our products do not give up on them. Not even in the presence of tariffs'.

"The law against agri-food crimes is in the home straight," the minister added, "It is a measure that the sector has been waiting for for years, perhaps decades. It is a law that provides for a revision of sanctions that should not simply prosecute offences but, above all, discourage and make it increasingly difficult to copy our products. It will be a law with rules that will be important in terms of deterrence. In a few days it will be examined by the Senate and then return to the House for the final go-ahead, which I hope will be within the year'.