In 1961, when the name Chianti was being most overused, 17 winegrowers established a new association with the declared intention of enhancing the reputation of real Chianti wine, as clearly delineated on maps of Tuscany, their homeland, Chianti Geografico (the geographical area of Chianti). The founder members of 1961 had a precise objective, to create a union with the resources and facilities to guarantee improvement in quality for each member, but at the same time retaining control over production, label and individual identity.