INFORMATION CAMPAIGN TO PROMOTE THE EXCELLENCE OF PDO AND PGI PRODUCTS IN BELGIUM AND FRANCE

This programme unites 16 examples of the PDO-PGI quality schemes from 2 Member States and different sectors: vegetables, dairy & meat products, wines, spirits, and a unique fish preparation: they represent a fabulous variety and diversity to showcase a diversified basket of products respecting the terroirs and the quality of origin. United by the common message: “European Excellence is an art”, the masterpieces of taste will show that they offer what professionals and consumer are looking for: tasty, authentic, and locally produced products offering a high level of sustainability. The campaign will follow a strong B2B approach with retailer & HORECA professionals as the primary target group as they determine what is on the shelves of our supermarkets and on the menus of our restaurants. As a consumer target, 25-55 years old so-called foodies are defined. They pay a particular attention to the origin and quality assurance by labels, are willing to pay a higher price and offer therefore the highest potential. The overall objective is increasing awareness of the Union quality schemes, raising their profile, and increasing sales and exports of the 16 ambassador products.