BORN SUSTAINABLE

BORN SUSTAINABLE (BS_EU) is a 3-years promotional program jointly submitted by 3 protection consortia from Italy – the Consortium Barbera d'Asti e Vini del Monferrato, Consortium for the Protection of Conegliano Valdobbiadene Prosecco and the Consortium for the Protection of Robiola di Roccaverano PDO Cheese – representing wine and cheese products, specifically BARBERA D'ASTI DOCG, NIZZA DOCG, RUCHE’ DI CASTAGNOLE MONFERRATO DOCG, TERRE ALFIERI DOCG, CONEGLIANO VALDOBBIADENE DOCG and ROCCAVERANO DOP CHEESE. This promotional programme is targeted to the markets of Italy, Germany and France (in addition to impacts on the markets of Sweden and Denmark as the country of origin of the guest operators of the study tours and events organized in Italy). The aim is to raise awareness of sustainable agriculture and animal welfare in the EU and to improve the positioning and notoriety of these products (whose quality is further guaranteed by the European PDO certification), in order to encourage their preservation. The communication and promotional activities of this programme will mainly target Ho.Re.Ca. operators and retailers, opinion leaders (journalists, influencers and bloggers) and end consumers, while the strategy will be articulated from the European objectives in terms of sustainability, along three main lines: Environmental, Economic and Ethical. Face-to-face activities will also be implemented, such as participation in trade fairs, the realization of B2B events and the organization of study trips to Europe, in order to make the transmission of project objectives more usable and incisive.