Protect and enhance the historical Italian brands – telling their traditions and values - but also promote concrete lobbying activities to obtain support or concrete support from the institutions and thus contribute to the development of the companies themselves.
The founding members and objectives
Italy too, like Spain, Germany, France or the United Kingdom, now has its Association of historical brands, Amsi, formally established a month ago, but fully operational since Thursday 8 July, with the establishment of the Council of founding members: Antinori, Inghirami, Conserve Italia, Gabetti, Ekaf, Benetton, Terme di Saturnia, Amaro Lucano 1894. Eight companies belonging to very different sectors, therefore carriers of different needs, but united by a single goal : represent the interests of companies that have contributed over time, thanks to the solidity and business continuity demonstrated, to building the image and value of Made in Italy in the world.
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To be part of the Association, it is necessary to be registered in the Register of Historical Trademarks established in 2019 by the Ministry for Economic Development. The Register now includes about 130-140 realities (a constantly increasing number), which as a fundamental prerequisite must have an operational continuity over the last 50 years, with the same name. A continuity that in itself represents the cultural and productive tradition of our country, but also its innovative capacity. And for this reason they deserve to be safeguarded and valued – this is the ambition of AMSI – with promotion and communication activities in Italy and abroad, but also collaboration strategies between public and private sectors which, on the model of what Spanish Association of Historic Brands, aiming at obtaining specific measures or incentives from the government. A bit like what happened with the Fund for the protection of businesses allocated by the Mise last year, which is not directly linked to the register, but provides priority access for companies with historical brands.
A recognition of business continuity
After all, observes the president of Gabetti Property Solutions, Roberto Busso, “if a company has managed to survive for 50, 70, 100 or more years in an increasingly complex and constantly evolving market, be it food, textiles or real estate, means that it has a really solid structure and production capacity, which deserve to have some concrete recognition for what it has done, also in terms of repercussions on the local communities ».
In fact, protecting historical brands also means protecting production activities and work. Not surprisingly, Alessia Antinori, vice president of the group of the same name, points out, both the Registry and the Association were also born as a result of striking cases in which some foreign investors took over historic Italian companies, in fact keeping the brand but interrupting production activities in Italy. An example above all, the Pernigotti acquired by the Turkish group Toksoz. «In an increasingly global world it is important to try to preserve the historic companies in Italy, keeping production and skills in our territory. The Association was born with this goal, to enhance the Italian character of our products, which is what makes us really different and competitive ».