CHEERS AND CHEESE TO EU

The proposal is promoted by the Consorzio Tutela Grana Padano and the Next Generation pro Association and aims at the three-year (2024-2025-2026) promotion of Grana Padano Dop and Prosecco Doc quality products in Switzerland and the United Kingdom. The program has a twofold objective: on the one hand, to increase the knowledge of intercepted operators and consumer in regards to the characteristics of production methods, origin of products (PDO), quality, sustainability, authenticity, tradition and taste; on the other hand, the goal is to increase their competitiveness by increasing exports of the products (in volume and value) and their respective European agri-food sectors. The program represents a meeting point between ideas, skills, traditions and history of two products of excellence that want to invest in the future of European agribusiness through an inclusive and sustainable promotion project.
In defining target markets, the main parameters taken into account were: growth potential for exports, geographical and economic context, potential development of European agri-food trade, and trends in consumption. In the definition of promotional strategies, the positioning of Grana Padano PDO and Prosecco DOC plays a strategic role; the popularity of both products is increasing among consumers by virtue of their characteristics that confer authenticity and prestige, and guarantee their solid and distinctive positioning on the international scene. In this context and based on the export data of the proposing entities and their members, the United Kingdom and Switzerland represent countries with significant growth potential. Export growth goals are achieved with a diverse but complementary mix of initiatives, including both online and on-site activities. The total budget of the proposal is 3.753.105,50 € (the 68,8 % is addressed to UK while the remaining percentage to CH).