The recognition of Italian cuisine by UNESCO and the launch of the new non-agrifood Protected Geographical Indication (PGI) mark an important milestone for Italy’s production system. At a time of global transformation and redefinition of value chains, Europe is opening up to the protection of manufacturing and artisanal excellence that is deeply rooted in local territories. This represents a concrete opportunity to strengthen Made in Italy, enhance know-how, and support the competitiveness of SMEs.

From UNESCO recognition to the new nonf-agrifood PGI

The introduction of the new Protected Geographical Indication (PGI) for non-agrifood products comes at an interesting moment, as Italy’s agri-food sector has just received extraordinary international recognition: Italian cuisine has been awarded UNESCO “Intangible Cultural Heritage of Humanity” status. This is a sector worth an estimated €200–250 billion when considering “cuisine” in the strict sense, and €600–700 billion when looking at the broader supply chain, employing hundreds of thousands of people—around 4 million in total (according to Coldiretti).

Italy therefore benefits from the European Union’s opening to other types of excellence in which at least one phase of the production process takes place in a clearly defined territory. As of 1 December, applications for recognition can be submitted to EUIPO, the authority responsible for trademarks. This development is likely to foster interest and confidence, especially at a time when Made in Italy has evolved from a mere marketing strategy into a tangible source of competitive advantage, with significant implications for industrial policy.

Artisan know-how, labelling, and the challenges of globalisation

This certification is designed to reward artisanal know-how in its material components – such as the intrinsic quality of marble, glass, metals, or textiles used in production – but also in its immaterial dimensions, where Italy excels (design being the most obvious example), as well as in “hybrid” elements that combine the two, such as production processes. It remains, however, a form of labelling: as such, it will need to be based on solid, non-arbitrary criteria and defended against imitation aimed at dumping practices.

In any case, this represents a positive development for the Italian system and for the productive dynamism that has never abandoned SMEs, while also sustaining investor interest – particularly in an era in which we hear less about industrial districts and more about “deglobalisation.” This is, on closer inspection, an apparent paradox: global value chains are fragmenting, even among free nations (which should instead be strengthening trade to reinforce democracies), while local interconnection no longer plays the leading role it did in the 1980s and 1990s. This highlights how globalisation itself enabled many artisans and small entrepreneurs to move beyond a condition of marginality by accessing foreign markets that would otherwise have remained out of reach.

The economic weight of GIs: why non-agrifood has strong potential

At EU level, according to the Enterprise Europe Network, the “protected” sector generates around €75 billion in annual revenues, accounting for 15% of EU food and beverage exports – a clearly significant share. Italy, as is well known, leads the EU in the number of agrifood GIs, now exceeding 800. According to the latest ISMEA data, in 2024 the so-called “PDO economy” recorded a production value of €20.7 billion, over €12 billion of which was destined for export – historic highs, with growth of 25% compared to 2020. Will we see similar figures in the non-agrifood sector? All the conditions appear to be in place.

Potential candidates for PGI recognition include renowned excellences such as Murano glass, Carrara marble, Maniago knives, artistic ceramics (Faenza, Deruta, Caltagirone), Como silk, and many other productions across textiles/fashion, wood/furniture, and beyond. These sectors typically generate higher levels of added value than agrifood and, despite their low capital intensity, can still make a meaningful contribution to Italy’s reindustrialisation. 

The new PGI incorporates all the legal characteristics necessary to ensure an adequate level of industrial property protection. Industrial districts – which, despite being discussed less frequently, continue to exist and thrive – could use the label to strengthen their identity vis-à-vis stakeholders, much as already happens in agrifood, alongside the ISTAT classification of “local labour systems” (LLS), which remains a useful reference.

Financial opportunities for an artisan-industrial “renaissance”

On the public incentives side, opportunities are certainly not lacking, even beyond initiatives linked to the National Recovery and Resilience Plan (PNRR). These include the de minimis regime and a range of measures supporting artisanal businesses, which are set to gain renewed momentum from the reform of the SME Guarantee Fund, aimed at directing credit where it is most needed.

Looking at the potential of companies that could benefit from the new PGI –given their typical structure, which may not yet allow access to stock market listings or capital market instruments (minibonds, basket bonds, and the like) – there are at least two main funding channels to consider. The first is “alternative finance” based on venture capital and private equity, which recorded a record fundraising year in 2024. The second, and perhaps most important, is the ecosystem of “promotional institutions” or “development banks”: from the major (inter)national player, Cassa Depositi e Prestiti, to the 18 regional financial institutions, all committed to their institutional mission of supporting the productivity of Italy’s economic fabric. At the same time, the country’s financial health and reputation are improving – thanks above all to political stability – as evidenced by recent sovereign rating upgrades.

The underlying idea is straightforward: opportunities exist at both national and EU level. It is up to the “small provincial world” – which in reality underpins the global success of Made in Italy – to seize them properly and grow beyond its “natural” constraints. Regulators and lawmakers must continue to ensure that substance (tangible benefits for businesses) prevails over form (the bureaucratic and administrative burdens required to obtain them). Yet with the right insights – such as nominating Italian cuisine for UNESCO heritage status – growth can become much more than a hope.