Raising visibility of Štajersko Prekmursko pumpkin seed oil with protected geographical indication

Štajersko Prekmursko bučno olje (Štajersko Prekmursko pumpkin seed oil) with protected geographical indication is a culinary speciality of Slovenia. It is produced from the pumpkin seeds of best quality Golica variety. It is a high quality unrefined edible vegetable oil produced without the use of additives, with its production dating back to the 18th century, making this oil is part of the Slovenian national identity. However, consumers do not know the difference between this and other oils on the market of less quality, and they are not aware of what a protected geographical indication stands for and what assurances it gives. Therefore, the aim of the project is to raise the awareness and evaluation of autochthon agricultural products produced under the protected geographical indication with the focus on Štajersko Prekmursko bučno olje in the eyes of the consumers and retailers, to influence their knowledge and dietary habits. Key communication messages address the reasons for the oil’s purchase, and encourage more frequent use, which will lead to an increase in sales and ultimately, improved competitiveness and economic position for the producers.The project will develop and implement a joined market communication plan and CGP, produce promotional materials for effectively promoting the EU quality scheme, for a successful appearance at events and implementation of promotions in retail outlets, address 500.000-1,000.000 people in Slovenia through targeted advertising, web marketing, PR, promotion at events, organising workshops for school students and others and through active communication at sales points. The selected organisation provides a 100% representativeness of producers of Štajersko Prekmursko bučno olje with protected geographical indication in Slovenia, which significantly facilitates the implementation of the project. The organisation provides the necessary financial and human resources and has years of experience in managing and implementing such projects.