Italy will invest €60 million in a public awareness campaign to promote original Italian food products, initially in the US, Canada and Mexico.

According to Italy's Deputy Industry Minister Carlo Calenda, the campaign was launched as a reaction to a 180% increase in what's described as 'Italian-sounding" foreign food products and beverages during the period between 2001 and 2010. This figure, in fact, represents around 25% of Italian overall exports.

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Source: http://www.esmmagazine.com/