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There Italian pasta it is universally recognized as the best in the world. And as a quality product, Italian pasta must be protected. The first to think about it were some producers who already signed the label in 1967 Law of purity, a law that determined the quality standards and criteria that must be adhered to – still today – for the production of spaghetti & co. Among the obligations, that to use exclusively durum wheat in compliance with precise analytical parameters, such as humidity, proteins and acidity and the definition of product sales denominations, based on precise reference parameters. Today the pasta makers of Italian Food Union renew their commitment to quality and transparency by adopting a Regulations for the self-regulation of voluntary claims used in pasta advertising communications: “a voluntary process with which Italian pasta producers undertake to provide consumers with increasingly clear information”.
The need for greater clarity
«Pasta makers increasingly use claims on the label or in advertising communications that aim to emphasize some characteristics of the product relating to the raw material rather than the manufacturing process”, he explains Margherita Mastromauro, President of the Italian Pasta Makers of the Italian Food Union. «Many of these claims are either difficult to understand or too generic, sometimes although rarely misleading, for the consumer. Hence the commitment of our members to give a contribution of clarity and opportunity to the use of these claims, with a voluntary discipline aimed at bringing order to an area that goes beyond the rules of law, because it presupposes scientific and technical knowledge specific to the pasta production sector, which only we pasta makers can have and certainly not the institutional legislator”.
What changes?
Every advertising message used to promote pasta must always be inspired by the principles of honesty, truthfulness and correctness with verifiable statements, not deceptivewhich guarantee a added value still present at the time of purchase and consumption, based on relevant scientific data or certifications from public authorities and consistent with the applicable legislation. Consumers, in fact, must be able to make their commercial choices in a free and informed manner. According to a survey from a year ago, many Italians expected new changes in the next 25 years. 59% of those interviewed believed that pasta will evolve to include new types made with alternative flours or ingredients. Furthermore, 52.6% expected more ecological and biodegradable packaging, reflecting a growing focus on environmental sustainability. Finally, 35.4% of Italians were thinking about adding many new pasta shapesfurther expanding the wide range of choices for consumers.
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