Grana-Prosciutto-DOP-EU

Consorzio per la Tutela del Formaggio Grana Padano and Consorzio del Prosciutto di Parma are presenting a three-year project to be carried out in USA and Canada. The testimonial products of the Program are part of the pork-based meat sector (Prosciutto di Parma PDO) and diary sector (Formaggio Grana Padano PDO) and the program is presented in compliance with EU Reg. N. 1144/2014, actions under thematic AGRIP-SIMPLE-2023-TC-AMERICA. Both testimonial products have PDO certification and are an excellent avenue for the concrete demonstration of how elements of value and protection descend from quality regimes, both for the area of production and for the operators and consumers themselves. In general, the aim of the Program is to strength the competitiveness of the EU agricultural sector and increase levels of awareness about the merits of Union agricultural products and European quality schemes. In addition, these efforts will be the main lever for responding to the widespread problems of Italian sounding, generic names, and maintaining and increasing the competitiveness of European agricultural products against different competitors in both target markets. In other words, it is intended to increase the market shares of testimonial products, and by a cascading effect, of EU products in general as well, by allowing the original products themselves to replace similar local products that exploit the deceptive practice of Italian sounding. The action strategy involves an approach that considers 2 aspects: awareness and information and involvement and trial. Through these actions, the Program will be able to spread contents, themes, information and messages which are in common to the entire EU agricultural sector. Thus, it will contribute to attract the attention of consumers and of the target groups, and to increase recognition for the merits and the quality of EU agricultural products, their competitiveness and as well as their market share in the target markets.