Protected products - the best from Europe!

The aim of the proposed measure is to increase the awareness and visibility of EU quality symbols in the EU internal market and to increase confidence in products included in EU quality schemes. Through promotional activities, we shall encourage target groups to pay attention to the labelling of protected products, which facilitates purchasing decisions, because EU symbols on the products themselves represent a guarantee of the quality and authenticity of the product. In addition to the information objectives, the measure also pursues the promotion of the production of protected products and the increase of economic returns. The strategy of the measure is based on the promotion of the traditional protected product – Kranjska klobasa (Carniolan sausage), whose name is protected at the EU level by a geographical indication. In the multitude of meat products with different commercial labels, neither consumers nor institutional buyers still recognise quality symbols in a satisfactory proportion, so EU quality symbols still do not represent a decisive factor in purchasing decisions. In addition to the primary target group (segmented consumers), the communication strategy is also focused on the hospitality and tourism sector, because this segment represents a great market potential for protected products. The third target group included in the communication strategy are the public institutions, which take care of the nutrition of the most vulnerable groups through public procurement. Through various communication tools, the measure addresses target groups to focus on the EU standards, quality and specific characteristics of protected products, the importance of including products in the EU quality scheme and labelling methods that leave no doubt about the authenticity of products – to raise awareness that the best comes from the EU.