By Alberto Marrassini — July 8 2025

4 MIN READ

This article is featured in the Magazine “Exploring Origin – The Importance of Knowing Where Food Comes From”, created in collaboration with Global Retail Brands. You can find more insights about the Magazine and additional articles here.

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Exploring the Italian Sounding Phenomenon: Preserving Authenticity and Embracing Healthier Choices

At Coop Italian Food, we understand the significance of preserving the essence of Italian cuisine while embracing the growing demand for healthier choices.

Italy and Europe have been at the forefront of regulations and the use of healthier ingredients, making authentic Italian products a reliable choice for those seeking both authenticity and wellness. Join me as we explore how Coop Italian Food ensures genuine flavors while incorporating health-conscious options.

The Italian Sounding phenomenon

Italian Sounding refers to products that are marketed as Italian but do not originate from Italy. This misleading practice significantly impacts the global market, and according to the ISMEA’s (Institute of Services for the Agricultural and Food Market) comprehensive 2023 study, this practice accounts for about $97 billion worldwide, in contrast to genuine Italian food exports totaling around $64 billion. This deceptive practice dilutes the perception of Italian food, specifically in the USA, where Italian Sounding is valued at around $10 billion, accounting for about 60% of all Italian food products on their supermarket shelves; conversely, genuine Italian food exports approximate $7 billion. This misleads consumers and diminishes the prestige of genuine Italian food products.

Coop Italian Food: A commitment to genuine Italian cuisine

With deep roots in retail, Coop Italian Food is committed to preserving the authenticity and traceability of Italian products. We recognize the importance of preserving the reputation of genuine Italian cuisine, especially in categories prone to counterfeiting. Our extensive experience with Private Label, and our strong network of manufacturers, allow us to bring authentic Italian food to American consumers, ensuring that our products accurately represent Italian culinary traditions with the highest quality standards.

“At Coop Italian Food, we understand the significance of preserving the essence of Italian cuisine while embracing the growing demand for healthier choices”

Beyond authenticity — Embracing healthier choices

Italian cuisine is celebrated for its naturally wholesome ingredients. As consumers’ demand for quality and authenticity in their dietary choices is growing, the Italian food industry develops products with high-quality ingredients able to meet specific nutritional needs, such as gluten-free, organic, and vegan options, while maintaining the traditional flavors that define genuine Italian cuisine. By advocating for the authenticity and integrity of our foods, we also contribute to offering better, healthier choices that cater to the evolving preferences of today’s consumers. Our commitment to health-conscious choices reassures consumers that they can trust our products to meet their dietary needs without compromising taste.

Empowering consumers through education

At Coop Italian Food, we believe in empowering consumers to make informed decisions about their food. We actively engage in awareness campaigns to educate consumers about the Italian-sounding issue and the importance of authenticity. By promoting transparency and providing information on the origin and production processes, we help consumers distinguish between genuine Italian products and misleading imitations. This knowledge empowers individuals to choose products that align with their desire for authenticity and health, leading to a healthier and more sustainable food industry.

Additional strategies to combat Italian Sounding

To further enhance our efforts, we are actively considering the following additional strategies to combat Italian Sounding:

1. Geographic Indications (GI) visibility: Certifications like PGI (Protected Geographical Indication) and PDO (Protected Designation of Origin) highlight a product’s regional and cultural significance. We ensure these seals are clearly visible to help consumers recognize and trust authentic products.
2. Digital Traceability: We are committed to implementing robust digital systems that allow consumers to track the entire product journey—from farm to table—ensuring full transparency and authenticity.
3. Digital Marketing and Consumer Education: We are expanding our digital communication to connect more directly with consumers through targeted campaigns and educational content around food origin and traceability.

Conclusion

Authenticity and health are two essential pillars of Italian cuisine, and Coop Italian Food is dedicated to preserving both. Our commitment to genuine Italian flavors and our focus on incorporating healthier choices allow us to meet the evolving needs of today’s consumers. By partnering with small-scale Italian producers and promoting transparency, we ensure that our products represent Italian culinary traditions. Whether you’re searching for authentic flavors or seeking healthier options, Coop Italian Food is here to provide you with a wide range of choices that celebrate the authenticity and wellness of Italian cuisine.

Buon appetito!

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