The action aims to promote several Italian PDO wines represented by Enoteca-Regionale Emilia-Romagna, Consorzio Vini di Romagna, Consorzio Tutela Lambrusco di Modena and Consorzio per la tutela e la promozione dei vini DOP Reggiano e Colli di Scandiano e di Canossa, the PDO Prosciutto di Modena, and the PDO Aceto Balsamico Tradizionale di Modena. The Proposing Organisations want to act against food fraud in Canada and USA.
The general objective of the information and promotion campaign is to enhance the competitiveness of the EU agricultural sector, increasing the awareness and recognition of the specific EU quality schemes: Protected designation of origin (PDO) in particular, as well as Protected Geographical Indication (PGI), and Traditional Specialty Guaranteed (TSG). At the same time, the action envisages an economic return for European producers.
That said, the specific objectives of the action are:
- To increase to 40,200 by the end of the action the number of local consumers who see in the PDO a sign of quality.
- To increase to €4.3 million the market share of PDO products in the target countries before the end of the action.
The action will address the general public (adults between the age of 25 and 55), trade professionals (buyers, importers) and opinion leaders (press, chefs, sommeliers, food critics etc.) and persuade them to choose PDO products. It will convey a double message: evocative and educational.
The target groups will be directly involved in the action through trade fairs and wine and food tastings. The campaign will include online advertising with a website and social media activity.
Total cost: €1,295,005.01