European Union’s Cheese

This three-year Programme is presented by Consorzio del Formaggio Parmigiano Reggiano. It is aimed at an important market, the United Kingdom (67 million people), where the levels of awareness and of knowledge about the meaning and the functioning of EU quality schemes and about the merits of European agricultural products are very low. The UK, which withdrew from the EU in 2020, is now in the process of signing preferential agreements with Canada, Australia, and New Zealand, which will include the abolishment of tariff barriers and of other customs duties. Despite the fact that such agreements have been signed with the EU, too, those new agreements will mean that non-EU agricultural and food products will enter the British market easily, to the detriment of the EU agricultural production. For this reason, it is important that EU agricultural production is represented by a product of excellence, which can illustrate the value and the innovation which characterise the EU quality schemes and, more in general, the EU agricultural sector. Such values are aimed at food quality and safety, as well as at the promotion of more sustainable production systems and consumption, in line with the challenges which need to be faced and which are acquiring increasingly more importance among consumers, too. The Programme includes a structured and synergetic series of critical mass activities, to be carried out on the most effective means of communication (the Internet, the Social Media and TV), as well as cooperation with influencers and journalists. Through these cooperations, it will be able to spread contents, themes, information and messages which are in common to the entire EU agricultural sector. Thus, it will contribute to attract the attention of consumers and of the Target groups (Mass Media and Operators), and to increase recognition for the merits and the quality of EU agricultural products, their competitiveness and as well as their market share in the Target market.