Information project for promotion of Basket of Quality PDO/PGI products (wines and olive oil) in the third country China

The project intends to promote agri-food produced in the region that are eligible according to the provision of article 5(4)(d) of Regulation (EU) 1144/2014. The products include PDO/PGI wines and olive oil (Greece)and PDO/PGI wines (Romania). The action targets China, a challenging unified market for PDO/PGI products and specifically for wine and olive oil.

The objectives are to increase the market share and to enhance the image, competitiveness and consumption of Union agri-food products, highlighting the specific features of agricultural production methods, in terms of food safety, traceability, authenticity, labelling, nutritional and health aspects, respect for the environment and sustainability, and the characteristics of agricultural and food products, in terms of their quality, taste, diversity or traditions and raise their profile in the target country in China.

Achieving higher exports growth rates will result to higher market share and new exports. The project targets urban medium income consumers 21-60 years old (households) as well as distribution and sales channels and professionals/multipliers. The marketing mix has been selected according to the principals of suitability, acceptance, efficiency, value for money and return of investment. It includes web and social media, advertising (traditional-online), communication tools, fairs, events, B2B (seminars and B2C events (master class), POS promotion that will contribute positively in achieving the anticipated results. The total budget is EUR 2 711 214.