The article highlights the significant challenges facing Italy's dairy farming sector, with a notable decline in farm numbers leading to concerns about economic sustainability, job losses, and environmental impacts. These challenges are underscored by the need for fair milk pricing to support farmers and preserve Italy's rich dairy heritage, including cheeses with Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) status. The rise in cheese exports, while achieving historical highs, is threatened by the growing prevalence of counterfeit Italian cheeses. In response, Coldiretti's president, Ettore Prandini, is advocating for supply chain agreements and fair remuneration for farmers to prevent further closures of dairy farms. This situation not only affects the dairy industry's viability but also raises concerns about the loss of biodiversity and the future of Italy's agricultural heritage.