Information provision and promotion measures on Feta PDO in the internal market of EU

The Agricultural Dairy Cooperative of Kalavryta is focused on promoting and supporting sustainable dairy farming and cheese production in the region of Kalavryta, Greece. This included working with local farmers, promoting and marketing their products, including Feta PDO, and promoting environmental sustainability and animal welfare. The proposed Action aims to achieve the general objective of increasing awareness and recognition of Union Quality schemes of PGI/PDO products, which will result in increasing the sales value of Feta PDO in the markets of Germany and France, which are major markets in the internal market of EU.
The special characteristics of Feta PDO will be communicated based on a series of informative, as well as promotional activities, incorporating digital elements (such us social media, website, videos etc.) with more participatory ones (study trips, participation in trade fairs, cheese shows) etc. Additionally, a broad range of communication channels will be used to meet the target audiences’ expectations and needs with the main objective of inform them about the authentic Feta PDO and its key characteristics as a PDO product label. As the communication channels of each target country vary from one to another, the marketing strategies will be adapted.
The main objectives can be narrowed down as follows: Increase the level of recognition of the PDO logo to 10% in Germany and 28 % in France, and to Increase the value of exports of Feta PDO each year, achieving a RoI > 1,2