Italy has been a true success story for the .bio TLD. Just this year,.bio became the 5th best selling TLD in Italy, representing almost 5% of new gTLD registrations. That’s 1,500 domain names. In Italy, the keyword for organic food and farming is “bio”. Italy is the second largest area of organic farming land in EU with over 1M acres dedicated to organic farming in an industry growing at over 8% a year.
More and more companies are joining the new .bio online space to promote themselves as bio. Famous sparkling wine Prosecco and SmartFood, winner of Good4 Start Up the Future, both decided to strengthen the link between their products and the unique concept of organic production using .bio domains.
The success of .bio in Italy to date has been due to a close partnership between StartingDot and Register.it (Dada Group). Every quarter, StartingDot and Register.it showcase .bio at a regional or national organic food trade show, such as Biolife in Bolzano or Sana in Milano. In March 2015, Register.it took part in Vinitaly, a major wine and gastronomy event organized in Firenze Italy dedicated to the issues regarding the communication of sustainable development strategy on the Web for bio brands.
The .bio domain was promoted in relation with Salcheto, a leading organic winery from Montepulciano, In the weeks before, during and after each event, .bio registrations are promoted through PR, PPC advertising and registration fee promotion special to help boost registrations and attract manufacturers, distributors, wineries and organizations involved in the organic sector.
“We are of course proud that Register.it chose .bio as its priority new gTLD to develop in Italy. They are focused on operating .bio registrar operations in a smart way and being innovative every day”, says Godefroy Jordan, CEO at StartingDot. “This demonstrates that a niche premium TLD can be very competitive when sales efforts on the primary target users are backed by a strong registrar brand. This could easily be replicated in Germany, Spain, Netherlands and Austria”.