Raising the evaluation of Ptujski lük with protected geographical indication by the consumers and strengthen the competitiveness of its producers in Slovenia

"Ptujski lük with protected geographical indication is a part of national cultural heritage and national identity and, as such, is an important national treasure, which should be protected and preserved for future generations. Due to the traditional, manual method of planting and harvesting of Ptujski lük, environmentally-friendly approach to its production is not cost-effective. This puts producers of Ptujski lük at a competitive disadvantage, in contrast with affordable importers that have a unit price significantly lower, a much larger production area and extended stability yield by use of chemical preparations, which impacts resistance. Therefore, the aim of the project is to raise awareness, influence opinion, knowledge and dietary habits (in particular of the consumers and retailers) about autochthon agricultural products produced under the protected geographical indication, with the focus on Ptujski lük. Key communication messages address the reasons for its purchase, and encourage more frequent use, which will lead to the increase of sale and ultimately improve competitiveness and the economic position of the producers. Project owners will develop and implement joint market communication strategy and CGP, produce promotional materials effectively promoting EU quality scheme. The aim is to successfully position it at events and in retail outlets, reaching from 500,000 to 14,000,000 people in Slovenia through targeted advertising, web and digital marketing, PR, promotion at events, organising workshops for children, pupils and others. The selected organisation is 100% representative of producers of Ptujski Lük with protected geographical indication in Slovenia, which significantly facilitates the implementation of the project. "