SAN MARZANO PDO: EXCELLENCE FROM EUROPE

The growing exports of San Marzano DOP canned tomatoes to the USA represents a significant opportunity for the promotion of European quality labels in a market that is already aware of the unique quality of this product. Following a significant expansion in global exports of San Marzano DOP in 2016, over 80% of revenues are from export. The USA is the first market for the EU in terms of value and volume of exports of preserved tomatoes whole or in pieces. However, despite its high reputation, the market share of San Marzano DOP is relatively low overall in the target market, only 9% of the total. Considering that in 2018, compared to 2017, Italian imports grew by 36.3%, this positive trend offers an evident opportunity for the promoted product to increase its export market share to the USA, by further highlighting the attested characteristics and quality of the authentic San Marzano PDO and fight the increasing phenomenon of unauthentic San Marzano labels.Therefore, by capitalizing on the high quality, authenticity, traceability, environmental sustainability and safety of the promoted product and the value of European PDO/PGI/TSG labels, the aims of the present proposal are to increase the import share of San Marzano DOP in the USA and increase awareness and recognition of European PDO/PGI/TSG labels, thereby highlighting the quality, taste and versatility of European food products and guarantees provided by EU quality schemes, which match growing foods trends in the target market. The campaign’s strategy will be adapted to the different target groups. Considering the current market’s perception and awareness of the proposed product and the need to fight “imitations” of the same, activities will concentrate on distributors and the HoReCa channel and opinion leaders (press events, trade fairs, one-to-one meetings with distributors, discovery tour) as well as consumers, with a particular focus on foodies and health-conscious consumers (social media, restaurant weeks).