Brand Protection, Pizzas, and the Case for IoT Traceability

In this column, we take a journey to Europe and analyze how IoT technology could be used to protect the Made in Italy brand and make it harder for fake products to find their way into the market, therefore protecting consumers from being misled in their purchases. Recent research into what is commonly referred to as the “Italian sounding” phenomenon, estimated its value to be around 100 billion Euro (+70 percent over the past 10 years). One can argue whether or not this number is the actual amount “missing” from the Italian economy or whether it is not also reflecting the fact that the offer of authentic products cannot sustain demand due to lack of enough production or simply lack of adequate distribution channels (i.e. business-driven choices, political-embargos, etc.).