Was the new Italian organic brand really necessary?

The objective is clearly in line with the narrative Minister Lollobrigida has accustomed us to in recent years: to promote and make immediately recognizable organic products made with agricultural or fish raw materials entirely grown or raised in Italy. This new certification will complement the existing European certification. In an official statement, MASAF emphasized how the measure serves "to protect national production and the further development of a sector in which Italy continues to be a point of reference in the EU."

The new Italian organic brand

There's no point beating around the bush, this government just can't seem to produce inspired graphic identities, and this logo is no exception: a sort of tricolor parachute accompanied by somewhat unrefined lettering, much to the chagrin of those who went to such great lengths to create a polished image for their product.

From a regulatory perspective, the implementation process was completed with the publication in the Official Journal on July 13, 2026, of Ministerial Decree No. 251972 of May 26, 2026, which establishes the conditions and methods for awarding and using the seal. The seal is voluntary and completely free, and to display the logo on labels, organic products must meet stringent requirements: they must be made with domestic raw materials and bear the official designation "Agricoltura Italia" or "Acquacoltura Italia" on the label, pursuant to Article 32, paragraph 2, of Regulation (EU) 2018/848.

Aside from its aesthetic appeal, the Italian organic label has garnered widespread positive feedback from both politicians and institutions, as well as industry representatives. Minister Lollobrigida is clearly enthusiastic: "The Italian organic label can truly represent added value, bringing the value of Made in Italy to a sector recognized through European standards." According to the minister, this tool offers concrete recognition to producers who choose to invest in sustainability, while also combating the harmful effects of counterfeit organic products.

Agricultural organizations and cooperatives have responded in a nuanced manner, expressing appreciation but with reservations. Francesco Torriani, president of the organic sector of Confcooperative Agroalimentare, commented: "The Italian organic label will help highlight the national origin of raw materials and ensure that a product meets the requirements of EU production standards. This has a dual benefit: increasing transparency for consumers and helping to promote national organic products on international markets."

Torriani also argues that the label alone is not enough and that systemic interventions similar to those adopted in France are needed, such as strengthening integrated supply chains between production, processing, and marketing, together with dedicated resources in the future post-2027 Common Agricultural Policy.

Good but not very good

Despite the predictable institutional reactions, some concerns arise, the first and most obvious being: was it really necessary? The European certification (the green leaf with stars) is already a rigorous, harmonized standard that clarifies the organic origin of products for consumers throughout the European Union. What purpose does another label specify only a geographical indication serve? The Italian origin of a food is already clearly traceable in the mandatory information on labels, and yet another label is unlikely to be helpful to consumers, especially at a time when greenwashing by large food companies is overwhelming packaging with more or less ecological information and claims.

Another critical issue arises from those who should apply this label: small and medium-sized organic farms continue to denounce the burden of bureaucracy, the high costs of certification procedures, and the impact of rising production costs and climate change. These factors require priority simplification measures, not the voluntary application of a logo.

How much is the organic market worth?

The launch of the brand is part of an economic and production framework described in the report "Organic in Figures 2026," published by Ismea in collaboration with Ciheam Bari as part of the Masaf Dimecobio and Pro4Dati Bio programs. The data indicates that in 2025, household consumption of organic products in Italy reached an all-time high of €4.4 billion, an increase of 9.2% year-on-year and a 4% share of total national agri-food spending. On the agricultural front, the Utilized Agricultural Area (UAA) dedicated to organic farming reached 2,377,749 hectares, representing 19.4% of the national UAA, with eight regions and the Autonomous Province of Bolzano having already exceeded the European target of 25%.

These are extremely positive numbers, yet something isn't working: the survey highlights a slowdown in production, with an overall reduction of 5.4% in organic acreage, primarily due to a 24.4% drop in areas under conversion, compared to a 1.8% decline in the total number of operators (95,389, including 85,443 farms). To counter this stagnation and foster the sector's structural development, the Ministry of Agriculture has allocated over €35 million to support associations, organic supply chains, research, school canteens, and the 63 recognized organic districts. A complicated scenario, in which the Italian Organic Label initiative appears more of a cosmetic intervention than anything else: it remains to be seen how many companies will decide to adopt it and what actual value it will bring to the sector.