Krokos Kozanis PDO the authentic!

Krokos Kozanis PDO the authentic!



Objective: Action's vision is to increase the recognition of the PDO logo highlighting the specific features of Krokos Kozanis (saffron) PDO in terms of authenticity, nutritional and health value. Production of saffron in Europe is limited and imports from third countries cover a great part of the demand.

Target group: The action targets the internal Greek market, traditionally an important one for the fame and sales of the product, and the Italian market, the most developed European one in terms of food culture. The action has identified retail and HR segment of the food industry as the main targets along with consumers (age 20-44 years old).

Action strategy: The food and the pharmaceutical industry need more saffron as more consumers seem to value best a recipe or a product when it contains saffron. In addition, the recognition of PDO logo in Greece recorded a very high increase (29%, +14pp) while in Italy just a modest one was recorded (32% +2pp) according to the survey from Eurobarometer. The goal of the action is to add +2pp in the recognition of PDO logo in Greece and in Italy respectively by 2020. Krokos Kozanis PDO is enjoying higher levels of awareness among consumers in Greece than other PDO or PGI products and it is also appreciated highly in Italy as rising sales indicate. A comprehensive set of action has been selected balancing between B2B (trade fairs, events and festivals) and B2C (publications) with intensive publicity through social media and online on the spot.

Budget: € 1,434,617.00 for 3 years