Food labelling procedures, with their focus on geographic origin of food, contribute to shape territorial identities at different spatial levels. International institutions, above all UNESCO and the European Union, become guarantors of local identities linking food traditions to specific places. However, to support in international arena local claims are the nation-states, which end up using international institutions to achieve global recognition for their national branding. The paper aims at analysing the entanglement between local, national and international identities in the process of heritagization of food, related to issues of authenticity, tradition, terroir.