BALSAMIC VINEGAR OF MODENA, THE ORIGINAL - Protected Geographical Indication from Europe

The Project "BALSAMIC VINEGAR OF MODENA, THE ORIGINAL - Protected Geographical Indication from Europe" is presented by the Consortium for the Protection of Balsamic Vinegar of Modena with the aim of promoting in the United States, the main market for agri-food exports in the EU, the added value of the European products, in terms of authenticity, safety, traceability and labeling guaranteed by the European mark of protection. The chief objective of this present project is to continue and propel the current project for another three years, presented in the 2016 Call and ending on March 31, 2020. The project aims to achieve 2 smart objectives:

1. Increase awareness of the merits of Union agricultural products and of the high standards applicable to the production methods in the Union.

2. Increase the awareness and recognition of Union quality schemes.

In the US market the demand of European products is high and widespread, but the level of recognition of European Geographical Indication productions, such as the Balsamic Vinegar of Modena, is insufficient and brand awareness is highly generic. The action strategy involves a series of activities, structured over a three-year period, aimed at reaching the targets that the Consortium has identified as a priority in the US market (press, food blogger and influencer - chef and future chef - foodies). Given the vastness of the USA, the project activities will be focused mainly on the states of California, New York and Florida. The action strategy was structured as an ideal continuation of the current project, according to a program of activities which includes information and educational activities for chef and press and events that favor direct contact of the consumers with the product. At last, all content and experience of the project will be shared on social networks to amplify the impact of the campaign.