Priority Pass to Europe

The “Priority Pass to Europe” (Pass2EU) project groups the Consorzio Tutela Formaggio Asiago (ITA) and the French Federation of Charcuterie & Delimeat companies – FICT (FRA), whose products share absolute excellence. The purpose is to promote in the markets of South Korea, Taiwan and Vietnam the selected basket of quality products: PDO Asiago cheese and French charcuterie, in some cases also PDO/PGI certified. The campaign wants to strengthen the competitiveness of the Union's agricultural sector, raising awareness and encouraging consumption of related products in selected Asian countries. It will consolidate the knowledge of traditional European methods of production, focusing on traceability, authenticity of products, labeling, respect for the environment and animals, and sustainability, leveraging the specificities of products such as flavor, tradition and connection to the territory of origin. Consistent with these elements, the project’s objectives include an increased recognition of the quality of European agri-food products (and the role of European agriculture policies) by high-end consumers, trade/Ho.Re.Ca. and press operators, and an improved competitiveness in the target markets, achieved through an increase in turnovers, thus directly targeting end consumers. The promotional plan is developed over 36 months, during which the chosen mix of activities (communication and promotional actions) will hit the identified target groups and convey to them the campaign messages, first and foremost the quality and food safety message of Made in Europe productions, flanked by the important message of quality, traceability, safety and taste. The activities will be carried out synergistically with each other thanks to a mix capable of involving the sector's operators and end consumers. The common thread connecting all the activities is the storytelling of quality Made in Europe products and their promotion through information and training actions.