The EU Gem Ham: Prosciutto di Carpegna PDO

The project "The EU Gem Ham: Prosciutto di Carpegna PDO", presented by the Consorzio Tutela Prosciutto di Carpegna, has the aim of increasing the awareness of the European quality schemes and of increasing their competitiveness and consumption in two important markets: the USA and AUSTRALIA. The program is relevant to the Commission's priorities for 2023 and the 2023 Call - Topic 8: North America is among the geographical areas identified as prevalent, with the USA absorbing the largest European agri-food export share, after UK; on the other hand, Australia, thanks to the signing of the Free Trade Agreement (which should come into force shortly), is a market to invest in, given the constant increase in EU agri-food exports. In the 2 target markets, the agro-piracy phenomenon is particularly widespread and needs to be reversed, also with the support of communication campaigns such as this one, so that the market trends recorded (food safety, quality research, traceability, increased consumption of speciality food and gourmet products such as typical cured meats) can be ridden and sales of European products with geographical indications can be boosted, a treasure that is currently worth 75 billion euros to the European Union and which still has margins for growth and development, especially in such countries as the USA and Australia where there is a segment of wealthy consumers who are looking for quality and traceable and environmentally friendly production methods. The strategy of the action includes a series of activities, structured over 3 years aims to reach the target groups identified as: influencer&media, trade operators (focus on wholesalers, buyers and importers of delicatessen) and consumers (attentive to well-being and the environment, on average, young, very digital). The total budget of the project is 3.683.122€