PE KAKI - QUALITY SEALS 2024-2027

Kaki Ribera del Xúquer PDO is the sole European regime covering kakis. This body requests aid from the EU to raise the level of awareness and recognition of PDO European quality labels in general, which are little known in Europe, and specifically PDO in Spain—the market in which initiatives will be implemented. These products compete with other non-PDO persimmons, with other fruits mostly from outside the EU, and other less healthy foods, all of them bearing significantly lower prices. The strengths of these products are due to EU quality schemes and certification: guarantee of origin, quality control, traceability and sustainability; and their sweet flavour, firm texture and convenience for consumption. According to market studies, European consumers demand quality, flavour and freshness, preferring fruits linked to a specific origin, which they associate with higher quality and less environmental impact. Moreover, research shows that raising the low level of awareness of European PDO quality labels is necessary, and communications must emphasize that PDOs involve more than origin and enhance the association of PDOs with quality. This requires a campaign with a highly visual, attention-grabbing communication strategy with an easy-to-understand message, conveying the high-quality levels of all European PDO products. The message we plan to use is: “A fruit like no other. Mediterranean taste with the European quality seal”. We will connect with our target audience using initiatives that ensure coverage and rapport. Public relations will be established with the media, bloggers, opinion leaders and direct contact with our target, heads of household purchasing (HHPs), through mass media, including TV, online, outdoor advertising and POS initiatives. In combination, all this will increase competitiveness and consumption of products with the EU quality seal in general and the Kaki Ribera del Xúquer PDO. Budget: € 1,889,919,49; ROI: €4 per 1€ invested.