The Consorzio Tutela Aceto Balsamico di Modena IGP presents the information and promotion programme “BALSAMIC VINEGAR OF MODENA, THE ORIGINAL - Protected Geographical Indication from Europe”. The aim is to promote the added value of the product in terms of authenticity, safety, traceability and labelling that is guaranteed by the European trademark protection. It is also aimed at enhancing the competitiveness of EU agri-food products in the United States, which is the main export market.

The project sets out to achieve two smart objectives:

1. to increase the awareness of the merit of Union Agricultural Products and
2. to increase the awareness and the recognition of the Union Quality Schemes for authentic products as compared to imitation and counterfeit products.

In the US market, the level of recognition of European Geographical Indication products, such as Balsamic Vinegar of Modena, is insufficient and brand awareness is highly generic. The action strategy involves a series of activities, structured over a three-year period, aimed at reaching the targets that the Consortium has identified as a priority in the US market (young chef, celebrity chef, medium/high level food service operators, food bloggers, foodies). Given the vastness of the USA, the project activities will be focused mainly in the states of California, New York and Florida. These are characterised by high consumption of specialty foods, strong presence of high-level eating establishments and specific characteristics in the purchasing behaviour of the target groups, which make them the most strategic areas for action to achieve the objectives.

The strategy includes a ‘fil rouge’ in the approach to achieve these targets. Firstly, through targeted information and education. Secondly, through actions that favour direct contact of the target with the product, with tastings and incentives for use in the kitchen. Lastly, by content and experience sharing activities on social networks to amplify the impact of the campaign.