QualiPat. La qualità che viene dalla terra

 “QualiPat. La qualità che viene dalla terra” is a 3-year, about 1 million €, promotional campaign in Italy of the PDO Patata di Bologna, in compliance with the topic SIMPLE-01-2019. The objective of the initiative is to increase the market share of this Geographical Indication in Italy, reinforcing, among consumers, the awareness of the meaning and implications of the PDO quality scheme, and explaining and disseminating the characteristics of the PDO Patata di Bologna, as a result of the application of the production and handling guidelines, as well as of the soil and climate characteristics of the production area. The strategy to reach the objective envisages acting on consumer’s perception:

- presenting the PDO Patata di Bologna as a food that can compete - non only on price, but also on the sustainability, health and quality of the diet – with «trendy» foods;

- illustrating the pluses offered by the PDO guarantee, thus expanding its penetration among Italian families, in substitution both of conventional potatoes and of other food providing complex carbohydrates, Vitamin C, and Potassium;

- underlining the versatility of the Primura variety, the only variety allowed for the use of the PDO Patata di Bologna brand;

- improving the awareness of Italian consumers about the difference, in quality and origin guarantee offered by a PDO vegetable product, and particularly by the PDO Patata di Bologna.

The recipients of the actions are the consumers. First specific target in the consumers range would be the young consumers, in central age brackets, who want to stay young, healthy and environmentally positive. Secondly, the target are women, as key responsible of the family food procurement. In a third consumer’s range there are the singles, because the potato appears as an easy to use, healthy product/ingredient, that can be easily stored. The program envisages a multi-media advertising campaign that, despite being targeted to the Italian market, aims at designing and developing a communication mix potentially useful to PDO potato producers throughout Europe.