The Consortium of Calabrian chili pepper producers is seeking Protected Geographical Indication (IGP) status for the region's chili pepper. The initiative, backed by Italian Cia-Agricoltori, aims to combat unfair competition from China and establish a sustainable, profitable supply chain. Currently, Chinese imports meet 80% of the Italian market demand, underscoring the need for a quality, Italian-grown product. The IGP status would guarantee traceability and healthiness, supporting the food industry's demand for a high-quality, locally sourced ingredient. Cia-Agricoltori emphasizes the need for modernizing processing techniques and varietal improvement to reduce production costs and compete with lower-cost imports.