MITERA (Greek for mother) is both the name and umbrella brand for one of the first companies in the world to produce extremely high-quality, single estate, cold-pressed olive oils. These exclusive oils are extracted from olive varieties which are thousands of years old. In January 2019, Mitera GmbH presented the first two extra virgin olive oils with a certified DNA. The provenance of the olive variety and its purity have been guaranteed following analysis by an independent laboratory.
Counterfeit protection and product authentication in real time
Fraudulent labeling is one of the most difficult problems in this sector and is no longer restricted to wines and spirits. Mitera GmbH relies on its partnership with advast suisse to protect the brand and reputation of MITERA® in the long term and to prevent product piracy and the distribution of counterfeit product on the global market.
Mitera GmbH took the decision to use valuesafe® smart label technology from advast suisse AG to protect the internationally recognized and limited edition ‘Millenarian Variety’, ‘MITERA® Mastoidis’ and ‘MITERA® Rajo’ varieties.
How valuesafe® works
Thanks to valuesafe®, final consumers can authenticate the MITERA® oils in seconds without the need for an app, NFC, Bluetooth or other software. Consumers can authenticate the product by scanning the printed QR code using a smart phone or by entering the code at www.valuesafe.ch to receive immediate confirmation of whether the product is genuine or not. Every bottle carries a security label with an individual, unique serial number in the form of a QR code which guarantees the quality and the geographical origin of the oil the consumer has bought.
By using valuesafe®, Mitera GmbH also gains valuable market information and can research new markets. The precise geo-data shows where MITERA® brand oils are most in demand.
Founder and CEO of Mitera GmbH, Antonella Meyer-Masciulli:
«Every bottle that leaves our premises is a unique item and this is further emphasized by using valuesafe. Thanks to valuesafe, our customers can be 100% certain that they have an original MITERA® olive oil in their hands.»
The tamper-proof valuesafe® labels, which are also provided with an optical security feature in the form of a tamper-proof hologram, confer premium quality and also lift MITERA® products above the competition in visual terms.
Antonigasse 4, CH-5620 Bremgarten