100ITA is a project to promote the culture of 'Made in Italy' food and wine in the world, with the aim of passing down the passion and the experience of people and companies that everyday work for it and at the same time to curb the phenomena of imitation and forgery. 100ITA is a project based on an integrated and innovative promotion process, that is one of its kind: 1. an informative, collaborative, multilingual and free online platform; 2. a major presence on different social media channels both western and eastern; 3. the use of a unique brand of trust for the consumer that is recognizable, free, worldwide registered and that can be affixed only on real 'Made in Italy' products; 4. the participation and organization of international F&B events. Thanks to all this, 100ITA not only informs and makes people share the beauty of Italian food and wine culture, but also contributes significantly to protect consumers from counterfeit products and imitations.

Made in Italy is worldwide considered as synonymous of quality, originality and style. According to a research by KPMG if 'Made in Italy' was a brand it would be the third most famous in the world, just after Coca-Cola and VISA. Technically, the English expression 'Made in Italy' refers to the process of re-evaluation of the Italian handicraft and industrial production in terms of materials quality, aesthetic taste, attention to details, sensitivity to beauty and durability, which has often led Italian products to excel in the world. Historically, since the early 80 ', the words 'Made in Italy' started to be used by the Italian producers to counter different phenomena of counterfeiting of their products, especially in fashion, food, furniture and mechanical sectors (known in Italian language as 'the 4 A': Abbigliamento-Clothing, Agoalimentare-Food&Beverage, Arredamento-Furniture and Automobili-Automotive).