Sustainability from Mediterranean to the East: new Ways to advance food in Europe

MEDWAYS_EU is a 3-year promotional program jointly submitted by seven producers organisations from Italy and Hungary, representing wine, goat and sheep cheese and an indigenous variety of tomatoes.

Targeted to the internal market, and more in details to the two origin countries and selected markets (Denmark, Germany and Sweden), has its main aim in communicating the inner sustainability of EU agricultural productions and the efforts that the beneficiaries are already making to continuously improve their own specific sustainability. The complex promotional plan will target both professionals and consumers in multiples way, through on and off line communication, a wide participation to international trade fairs, physical events (which will also be streamed to maximise impact) and a strategic campaign of visual merchandise and ADVs.

In addition to sustainability, the other main message will be the superior quality of the involved productions, that in many cases received a PDO/PGI European recognisement. Thanks to this campaign, not only a wide public will be informed about the sustainability of European agriculture, but also the proposing entities and their associates (the farmers) will improve their competitiveness exactly thanks to this increased awareness towards sustainability.