"“The European Food Masters... taste the authentic” is a three-year information and promotion campaign for PDO, PGI and organic products in the internal market (Greece and Germany) proposed by the Agronutritional Cooperation of the region of Crete. The main objectives of the campaign include the following: 1. Raise the level of recognition of PDO, PGI and organic farming graphic symbols by 30%. 2. The representatives of the proposing organisation will achieve, within the three year period, a value of exports to Germany worth €7,048,587. The action involves two target groups: a) adults, of both sexes, with average and higher education and income, b) professional wholesalers/distributors/importers. The strategy’s central message is “The European Food Masters”. The message stresses the European identity and the flagship products. The flagship and leading agricultural products bearing the names of products of specific character (PDO, PGI) and having zero chemical residues (organic). The word Master refers conceptually and perceptually to the words such as power, head, leading, eminent, principal, dominant, primary, exceptional etc. and has its root in the Latin “magister” corresponding to the chief, head, director etc. The central message is accompanied by the phrase “...taste the authentic” highlighting the authenticity of PDO, PGI and organic products. To achieve the objectives, a variety of activities was selected. In particular, press office, online communication, print and television advertising, participation in trade fairs, business delegation missions and hosting of professional traders, journalists and public opinion makers. A 36-month duration of activities has been planned to achieve the necessary repetition that capitalises on time span, effectiveness and impact of information and promotion actions. The total budget of the proposal is €1,174,764.50"