ItalyPoint's mission since its inception has been promoting sustainable products manufactured by Italian artisans locally, naturally and with control of all ingredient sources. The ERA ORA project is the next step in that direction. ItalyPoint and a growing group of producers committed to providing the US market with their oustanding products at an affordable price. The ERA ORA project is a coalition of companies that agreed to forego some profit in order to reach a broader market. Further these producers along with ItalyPoint are chiping-in in the pament of fix costs to render the project feasable and attractive to super market chains.