Kvalita, kterou uznává celá Evropa

The purpose of the proposed project is to increase consumer awareness in target countries about EU quality schemes and their recognition, with a focus on Protected Designations of Origin (PDO), Protected Geographical Indications (PGI) and Traditional Speciality Guaranteed (TSG). The main objectives of the proposal are to increase the current knowledge of the regimes and their labelling, which is at a low level in the case of spontaneous knowledge of the labelling and also in the case of supported knowledge, which is still slightly below the average knowledge of consumers in the EU. The secondary objective is to motivate producers, users of protected designations to more actively submit applications for registration of their products in the list of protected products, to motivate by presenting verified competitive advantages of these products so that at least 2 new applications for registration are managed annually. The objectives will be achieved through combined promotional and educational campaigns addressing consumers and producers through direct and indirect marketing tools, such as promotion at points of sale and road shows, participation in promotional and social events for the public, advertising and current programs on television and radio commercials, printed advertising media and trade publications, organization of educational events such as seminars and workshops using modern electronic means of communication and sharing information on social networks and participation in exhibitions and fairs. The target countries are the Czech Republic and Slovakia due to the similarity of markets and consumer behavior, and the main target groups are women 25+ and 15+ youth, and operators of food businesses and retail.