“Bite Right! - European PGI Apples from Grójec”

Program Title: BITE RIGHT! – EUROPEAN PGI APPLES FROM GRÓJEC
Initiating Body: Association Sady Grójeckie
Target Markets: SWEDEN, FINLAND
Product Description
The Protected Geographical Indication PGI - Grójeckie Apples - was officially recognized under the Council Regulation (EC) No 510/2006 and published in the Official Journal of the European Union on November 27, 2010, with the EU registration number PL-PGI-0005-0730-01.12.2008.
The product – PGI Apples from Grójec (Poland) - may only be referred to as apples in the extra class and class I, meeting the minimum requirements for colouration, size, and flesh firmness.

Duration: 36 months.

Target groups:
Business. Trade Business representatives (TG1)
Consumers (TG2)
Media, Influencers, Officials (TG3)

Overall Objectives:
Business Objectives: Increase in export value is expected to rise by 40.48% to Sweden and to Finland by 49.39% over the 3 year period.
Informational Objectives: Expected increase of the PGI system and PGI apples from Grójec recognition by 8.20% in Sweden, and by 9.57% in Finland.
Communication Strategy: transformation of the Grójeckie PGI apples label image and building a strong brand awareness that emphasizes the unique quality of Grójeckie apples. Breaking past opinions and changing the perception of Polish PGI apples in the Swedish and Finnish markets will positively impact export value and the awareness of the EU's PGI quality system in the Nordic countries.
Action Strategy focuses on educating consumers through online channels and tastings in retail networks and effective marketing communication. Additional strategy actions (business and influencer media oriented): Public Relations, digital marketing, communication tools, target groups focused meetings, booths and food shows at trade exhibitions, trade & media mission to Poland.
Total budget of the campaign: 2 461 664 EUR
Target market budget SWEDEN 1 371 620 EUR
Target market budget FINLAND 1 090 044 EUR