Mediterranean Cheese and Wines

ended

The action is an initiative of two Greek historic Unions of Cooperatives from the islands of Samos and Naxos and the most significant agri-food sector body of Emilia Romagna region in Italy, representing cheese and wines under the Quality Schemes of PDO and PGI. The action will highlight the authenticity of the products and its mission is to enhance the competitiveness of the specific PDO and PGI products by increasing the recognition of PDO and PGI logos through improvement of perception and knowledge of consumers about the products and of Union's Quality schemes in general. The action targets four markets of great importance for the products and the Quality schemes; France, Germany, Greece and Italy. The anticipated impact of the action is to contribute positively in raising the existing levels of logos' recognition in the target markets. Consumers are driving demand in a whole new era; health consciousness, originality, sustainability, quality foodstuffs that add value in their wellbeing, are among the key preferences of the modern consumer. Recognition of Quality logos is high in the three markets but low in Germany whilst perception and knowledge remain low. The trade, multipliers and consumers have been identified as main target groups. The action sets a coherent plan with clearly effective activities: public relations (PR office and Press events), web and social media, advertising (print, TV and online), publications, media kits and promotional merchandise, promotional video (TV spot), stands at fairs, workshops and study trip to Greece and finally tasting days. Total budget of the action is 4,255,169 euros.