Little Italy signs highlighted Italian food products on display at Whole Foods, trying to guide customers through their authenticity and quality offer as they walked through the store in downtown Washington DC on a Sunday afternoon.

The initiative launched by the Amazon-owned US specialty grocer, also featured on its home page is an effort to help American consumers understand the difference between authentic and fake Italian products: between “parmesan” and “Parmigiano Reggiano” or prosciutto and “Prosciutto di Parma”, for example.