Made in Italy, ‘Historic Brands’: “Digitization at the center of the framework agreement with Ice”

The Italian Historical Brands Association, born to enhance and protect Made in Italy in the world, today ratifies its full operation with the signing of the first framework agreement with Ice – Agency for the promotion abroad and the internationalization of companies Italian. The focal point of the agreement is the training and digitalization activities directed at the companies belonging to the Association. An opportunity to inaugurate the operation, the meeting “In the history of the Italian Historical Brands, the prestige and the future of the country”, at Palazzo Massimo alle Terme in Rome. The focus of the event is the discussion on the role of the companies holding a Historic Trademark in the development of the country and the presentation of the program of the Association, which intends to maximize the synergies that can be achieved between the companies that own the Historic Trademark (to date there are about 400 registered in the Register Special set up in the summer of 2019), to whom the invitation to join the Association was addressed during the meeting. Born from the initiative of eight historical brands – Antinori, Inghirami, Conserve Italia, Gabetti, Ekaf, Benetton, Terme di Saturnia and Amaro Lucano 1894 – which immediately joined Cannella, De Cecco, Duke, Lampo, Mazzetti D’Altavilla, Modiano and Zacchera Hotels, the Association is the tool with which companies give strength and effectiveness to article 31 of the Decree Law of April 30, 2019, which established the creation of the Register of Historical Trademarks of National Interest. Among the already operational instruments illustrated, also the Company Safeguard Fund, which allocates a total of one billion and 850 million euros – 300 million of initial endowment with the law decree of 19 May 2020 n.34, 250 million of refinancing by 2021 with the law of 30 December 2020 and 100 million for each of the years from 2022 to 2035 – to support business activity, mitigate the impacts of the economic-financial crisis and establish partnerships between the public and private sectors. During the round table, a unanimous opinion emerged regarding the need to strengthen the measures aimed at the protection and enhancement – also within the framework of the NRP – of the companies that own Historical Trademarks, that is, of those entrepreneurial realities that are protagonists of the past and of the future. of the Italian economy, which have been operating on the Italian territory for over fifty years.