local product and the birth of production reputation, products result of climate (soil, weather, phsycial chemical) and people (history, culture, people living in this place) (local production more sweet oid).the opportunity of imitation price is high so we make something similar but cheaper.risk for consumers and producers of the ''good'' products, the bad money drives out the good (left with bad products)the need for protection of geographical indications quality label connected with a specific location and specific production rules (parmesan had already the reputation in 1350)

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