00:00In Italy, gastronomic excellence begins in the fields.
00:04Raw materials rooted in specific territories, shaped by the land and local know-how.
00:10Like in this olive grove, about 100km from Rome,
00:14dedicated to making 100% Italian olive oil, produced for the high-end market.
00:19Here we're making a DOP product, which means protected designation of origin,
00:24from our selection of typical regional products.
00:27This is an important production connected to the Umbria region
00:31and defined as a premium product.
00:34The recognition of Italian cuisine as a UNESCO cultural heritage
00:38compels the nation to preserve its authenticity
00:41and to combat any kind of imitation and fake products.
00:46Look, the label on this bottle reads blends of oils originating in the EU.
00:50That could mean 1% Italian and 99% Spanish oil.
00:54Nicola di Noia is a professional olive oil taster at the head of a national consortium.
01:00He's speaking out against the ambiguity of labels that deliberately cause confusion.
01:06Olive oils that have Italian names or that are made to look Italian can mislead the consumer.
01:12They try and copy us because in Italy we have hundreds of varieties
01:14and that distinguishes us from other oil-producing countries.
01:18That gives us oils with very different aromas and tastes.
01:20In Rome, the main Italian agricultural federation condemns these practices
01:26and highlights a real economic issue.
01:31We have estimated that the worldwide value of these products
01:35that pretend to be Italian without being so is about 120 to 140 billion euros.
01:41That's twice the total value of the Italian agro-industry's exports.
01:50Restaurants are also getting involved in protecting the Italian gastronomy and products.
01:55In this Roman osteria, the chef is promoting traditional recipes,
01:59faithful to their historic and local origins.
02:02Italian cuisine has a value that we must preserve and keep alive, and we will.
02:12When I'm gone, my son will take over.
02:15He'll pick up the torch in the kitchen.
02:17He will be a sixth-generation restaurateur.
02:22Italy holds the world record for the number of registered geographic references
02:27for their food products.
02:29For their food products.
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