THE EUROPEAN FOOD MASTERS - TASTE THE AUTHENTIC

The "EU FOOD MASTERS" campaign is a bold and inspiring initiative led by the Agronutritional Cooperation of the Region of Crete, aiming to raise awareness and appreciation of the EU’s quality schemes, PDO and PPGI, through the promotion of premium Cretan agri-food products. This dynamic three-year campaign targets consumers and professionals in Greece and Germany, leveraging a diverse and modern communication strategy that combines tradition with innovation.
At the heart of the program is a carefully curated basket of PDO/PGI-certified Cretan products—renowned for their quality, authenticity, and rich cultural heritage. From exquisite cheeses and golden olive oils to robust wines and traditional baked goods, these products encapsulate the essence of the Mediterranean diet and Crete’s centuries-old food wisdom. Despite their exceptional quality, these goods remain under-recognized in key markets, especially regarding the meaning and value of EU quality labels.
Through advertorials, TV spots, digital platforms, trade fairs, masterclasses, and immersive study trips, the campaign seeks to demystify the EU quality schemes, increase logo recognition by 10%, and build lasting connections with consumers, media, and trade professionals. Moreover, the initiative aligns with broader EU goals: promoting sustainability, supporting rural development, and strengthening the internal market.
With an ambitious return on investment target and a clear focus on environmental and socio-economic sustainability, EU FOOD MASTERS is a movement to elevate European food culture, empower local producers, and champion the values of origin, excellence, and tradition.