Implementation of label contents of gastronomic typical products as a tool of spread of zone characteristics: feasibility analysis for some fines lomellina rices

In addition to the mandatory contents, labels correspond to the information need of an increasingly mature and aware market. Among the communication strategies already present into labels of local products, the highlight of links with the territory becomes a further typical element of a product: the territory is capable of adding value to its local products, but typical products are also able to increase the attractiveness of an area, becoming, in turn, a valuable promoting tool of territory itself. The Lomellina history and its socio-economic development are inextricably intertwined with the spread of rice growing and rice making, because rice is the product for excellence of the territory. Therefore, this work aims to delineate the possible pathways for the introduction of a territorial labelling of the rice product, that can highlight typical features of the product but also provide visibility and recognition to an area, enhancing both the environmental and cultural richness.