Risk or opportunity, in a Florens' event created by GamberoRosso the question, for more than 300 small and medium food italian company, was: "Italian Sounding: demage or opportunities". The market of the counterfeit foods (merchandises with names that evoke Italy, but in fact turn out to be forgeries) in facts has an impressive value that exceeds the 60 € Billions.

http://www.gamberorosso.it/component/k2/item/1019253-a-margine-di-taste-firenze-italian-sounding-danno-o-opportunita-riflessioni-di-farinetti-toscani-guidi

Please, make attentions and be careful. Thanks a lot.