Schwäbisch-Hällisches Qualitätsschweinefleisch g.g.A. direkt vom Bauern - EU garantierter Genuss

"Swabian-Hall quality pork (PGI) is presented in the scope of an information provision campaign as a transparent, ethically responsible, regional and future-oriented enjoyment food that is produced consistently in accordance with animal welfare. Based on this example, the content of the PGI specification and the benefit of the EU geographic indications of origin are elaborated and extensively promoted. The Swabian-Hall quality pork especially demonstrates the aims of the EU quality programme and the strategic goals from the green book process 'Nutrition and Farming'. The six messages: race/biodiversity, meat quality, husbandry consistent with animal welfare, transparent regional origin, sustainability and the protected geographical indication should be paramount. With our multi-channel campaign, these messages are communicated in a very intensive and direct manner in visits to farms, barbecue classes, culinary training and seminars, and also reach a very large group of persons through PR work, social media and the website. The main target groups are flexitarians and 'quality eaters' in Germany, Austria and Italy. Specific activities are directed to the areas of B2B, B2C and multipliers (journalists etc.). Societal expectations regarding animal husbandry, maintaining biodiversity and sustainable food protection are fulfilled to a large degree. With the communicative consolidation of the EU PGI protection with the appeal to sympathy for the Swabian-Hall swine, the meaning and effect of the quality symbol become more comprehensible for the consumer. The increased distribution of the meat at fair prices represents a considerable economic added value. It enables more farmers to join in the preservation of the traditional breed, because the necessary quality premium can be paid. This will help to prevent the extinction of the breed and serves as a 'model to preserve of old livestock breeds with market returns' for all of Europe. The total budget is €2,893"