In short: When using rich text in factorio, there is currently no (good) way to get the name of the item you want to use in your rich text. There are some ways around but all are more or less falwed. A very good solution if you want to implement it would be to make items linkable into chat (and therefore for descriptions e.g. train stations). FNEI knows all items and recipies already, so this would extend its usability even more.