The european quality - the right choice! Promotion of the European quality schemes on the Serbian market

The subject of the promotion will be European quality schemes on the Serbian market, with an emphasis on the Protected Geographical Indication scheme. A promotional and informational campaign will be carried out with the representative PGI meat products, with strong focus on the kranjska klobasa (Kranjska sausage). This product represents an excellent representative example, as it is already known on the target market, and is, as a rule, positively perceived as a quality product, and represents also the successful example of EU protection of specific products, resulting in growing sales results.Promotion and information in the campaign will be directed, on one hand, at consumers who will get acquainted and become aware of European quality labels and, consequently, take them into account when doing their grocery shopping. Also, indirectly, on the other hand, it ill be directed at the professional public and potential stakeholders (producer groups), interested in protecting their domestic products according to the EU system of protection. Primarily, the project aims at increasing awareness about the benefits of quality of European agricultural products. This entails the recognition of European quality schemes (both their meaning and the labels), with an emphasis on PGI quality scheme (information benefit), and the improvement of perception and attitude (and consequent confidence) of Serbian consumers towards protected European food products and European quality in general. As secondary objective, which will be substantially contributed by the activities for achieving the primary one, it is foreseen the increase in the sales of European protected products (economic benefit).