Raising knowledge of Styria – Prekmurje PUMPKIN SEED OIL with a protected geographical indication

Štajersko Prekmursko bučno olje (Štajersko Prekmursko pumpkin seed oil) with protected geographical indication is a culinary
specialty of Slovenia. It is produced from the pumpkin seeds of the best quality variety "Golica". It is a high quality unrefined edible
vegetable oil produced without the use of additives. Its production dates back to the 18th century, so this oil is part of the national
identity. However, consumers do not know the difference between this and other less quality oils on the market, and they are not
aware of what a protected geographical indication stands for and what assurances it is given by quality scheme. Therefore, aims of
the project are to raise the awareness and evaluation of autochthon agricultural products produced under the protected
geographical indication with the focus on Štajersko Prekmursko bučno olje in the eyes of consumers and retailers, to influence on
their knowledge and dietary habits. Key communication messages are dealing with the reasons for purchase, and encourage more
frequent use of this product, which will lead to an increase in sales, improved competitiveness and economic position of the
producers. The project will implement joined market approach to the effective promotion of the European quality system, increase
the demand and address up to 1,300,000 people in Slovenia through targeted advertising, web and digital marketing, PR, events,
sales promotion at retail chains. The main impact of the project is wider, influencing economic yield of many small farms, producing
the pumpkin seeds, as well other producers of products with of EU quality scheme. The selected organization provides a 100%
representativeness of producers of this oil, which significantly facilitates the implementation of the project. The organization
provides the necessary financial and human resources and has years of experience in the management and implementation of such
projects.