ORIginal European New Taste

The three-year program, ORIginal European New Taste (acronym ORIENT), is presented by the following Italian Consortia: Consorzio del Prosciutto di Parma (Coordinator) and Grana Padano Protection Consortium (Co-participant).
The testimonial products of the Program are part of the pork-based meat sector (Parma Ham PDO) and diary sector (Grana Padano Cheese PDO). The Program is presented in compliance with EU Reg. N. 1144/2014, Actions under thematic Priority 2 - Simple Programs in Third countries, TOPIC 3.
The information provisions and the promotional measures required in this framework are firstly addressed to consumers, professionals of agri-food and HORECA sectors, journalists, bloggers and opinion-leaders of the target markets JAPAN, CHINA, HONG KONG and TAIWAN. Secondly, those elements are related to PR, electronic channels, informative material and advertisements, information and promotion events, activities at the POS, trainings and seminars – € 5.889.790 is the foreseen budget.
In general, the aim of the Program is to strength the competitiveness of the EU agricultural sector, allowing the proposing Consortia to benefit from efforts made through the previous action, in order to be more actively involved in a very promising geographical and commercial area for the whole EU agricultural sector. Specific objectives: increasing and improving knowledge of the EU quality schemes, including their graphic symbols, in order to spread knowledge and understanding of the merits of EU agricultural products among consumers in the target markets; increasing competitiveness and consumption of the testimonial products of the Program, as they represent a concrete example of the EU quality schemes and, as a consequence, contributing to the increase of competitiveness and consumption of EU agricultural products, particularly those with quality certifications; contributing to the creation of new market opportunities for those EU agricultural products.