Simple campaign
Inactive
Acronym:
ORIGENSABOR2018
Number:
824812
Call ID:
AGRI-SIMPLE-2018
coordinator:
ASOCIACION DE ORGANIZACIONES DE PRODUCTORES DE PLATANOS DE CANARIAS
-
Spain
partners:
D.O.P. CEREZA DEL JERTE
-
Spain
CONSEJO REGULADOR DE LA DENOMINACION DE ORIGEN PROTEGIDA KAKI RIBERA DEL XUQUER
-
Spain
Information and promotion of DOP and PGI in Spain and Germany, through the example of 3 fruits with DOP-PGI.
Objective: The Kaki Ribera del Xúquer and Cereza del Jerte PDOs and Plátano de Canarias PGI are the most representative in persimmon, cherry and canarian banana production and commercialisation in Spain and they are working together to request aid from the EU to raise the level of knowledge and recognition of the Union's quality schemes: the PDO and PGI quality seals, which are little known in Europe, including the markets where the initiatives will take place – Spain and Germany. They compete in the market against other fruit with no differentiating quality seal and a lower sales price; their strength is the Union certification: a guarantee of origin, quality control and traceability. According to market research on fruit eaters, quality, taste and freshness are what is wanted. They are interested in consuming fruit that is linked to an origin, something they associate with higher quality and, at the same time, lower environmental impact. Furthermore, according to other market research, it can be concluded that it is necessary to raise the level of knowledge of the PDO and PGI quality seals and that, when communicating, emphasis must be placed on the fact that a PDO or PGI is more than just an origin, thus boosting the connection to quality.
Target group: household shoppers from Spain and Germany
Action strategy: a message that is highly visual, easy to understand and, above all, grabs one's attention and conveys the greater quality of PDO and PGI products. The message we will use alongside the PDO and PGI seals is: ‘European quality schemes and the origin of our tasty fruit’. We will connect with our target through initiatives that ensure coverage and rapport. Public relations will be established with the media, bloggers and opinion leaders and direct contact with our target (the household shopper) through mass media, including TV, Online and POS. All of this will succeed in increasing the competitiveness and consumption of these EU products.
Budget: € 6,539,014.00 for 3 years
Objective: The Kaki Ribera del Xúquer and Cereza del Jerte PDOs and Plátano de Canarias PGI are the most representative in persimmon, cherry and canarian banana production and commercialisation in Spain and they are working together to request aid from the EU to raise the level of knowledge and recognition of the Union's quality schemes: the PDO and PGI quality seals, which are little known in Europe, including the markets where the initiatives will take place – Spain and Germany. They compete in the market against other fruit with no differentiating quality seal and a lower sales price; their strength is the Union certification: a guarantee of origin, quality control and traceability. According to market research on fruit eaters, quality, taste and freshness are what is wanted. They are interested in consuming fruit that is linked to an origin, something they associate with higher quality and, at the same time, lower environmental impact. Furthermore, according to other market research, it can be concluded that it is necessary to raise the level of knowledge of the PDO and PGI quality seals and that, when communicating, emphasis must be placed on the fact that a PDO or PGI is more than just an origin, thus boosting the connection to quality.
Target group: household shoppers from Spain and Germany
Action strategy: a message that is highly visual, easy to understand and, above all, grabs one's attention and conveys the greater quality of PDO and PGI products. The message we will use alongside the PDO and PGI seals is: ‘European quality schemes and the origin of our tasty fruit’. We will connect with our target through initiatives that ensure coverage and rapport. Public relations will be established with the media, bloggers and opinion leaders and direct contact with our target (the household shopper) through mass media, including TV, Online and POS. All of this will succeed in increasing the competitiveness and consumption of these EU products.
Budget: € 6,539,014.00 for 3 years
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Product sector:
- Fruit (fresh or dried)
Target countries:
- Germany
- Spain
Budget
Total
6 539 014
€
EU contribution
4 577 309,81
€
Duration 36
months
Start date
End date
Quality schemes
- PDO/PGI/TSG