Landmarks - From Europe

Landmarks - From Europe (LM_EU) is a 3-years promotional program jointly submitted by 2 protection consortia from Italy – The Consortium for the Protection of Barolo Barbaresco Alba Langhe and Dogliani and the Fontina PDO Producers' and Protection Consortium – representing wine and cheese products, specifically Barolo DOCG, BARBARESCO DOCG and FONTINA PDO. This promotional programme is targeted to the external markets of USA and Canada, as a continuation of the previous programme called Top Tales jointly implemented by both partners (still ongoing). The aim is to strengthen awareness and recognition of the Union's agri-food quality schemes and encourage consumption of related products in the target markets, consolidating the knowledge and dissemination of traditional methods of production of EU products with particular regard toward the issues of traceability, authenticity of products, labeling, respect for the environment and animals, and sustainability, leveraging the dissemination of the specificities of products such as flavor, tradition and connection to the territory of origin, quality and traditional production methods. The commitment to sustainability and conscious consumption, aligned with healthy lifestyles, is also evident in the activity plan proposed as part of this campaign, which, in addition to a focus on reducing the impact of organized events, includes the organization of a training course for sector operators focused precisely on the sustainability characteristics of the testimonial products and their production processes. Target groups of this project include industry professionals, end consumers and press operators: they all will be targeted through different activities, such as PR activities, participation in trade fairs, seminar-based events, study tours, web&social activities, POS promotion and BBWO events.