Information and Promotion of PDO-PGI Labels in Belgium, France and Italy

The program EuroFoodArt unites 12 unique examples of the PDO-PGI quality products from 3 European countries and different sectors: Pruneau d’Agen IGP from France, Prosciutto Di Carpegna DOP from Italy and a basket of 10 PDO-PGI products from Belgium. Altogether they are confronted to a strong competition from non-EU competitors or/and from non-labelled products sold at lower prices. The PDO-PGI labels are facing a lack of awareness especially among younger consumers. The program will show that behind the EU quality labels, consumers will find what they are currently looking for: authentic high-quality products from Europe linked to their origin and terroir. The common European main message “European excellence is an art: a masterpiece of taste” developed for this action relates to the high quality and unique taste guaranteed by the labels. With its’ tailored strategy adapted to each product and target market, the program presents an integrated mix of PR, social media & advertising activities to raise awareness, hand selected consumer and HORECA events to provide tasting experience and promotions in quality distribution channels to drive purchase. The general objective is to enhance the competitiveness and consumption of Union agri-food products registered under a Union quality scheme, raise their profile and increase their market share in France, Belgium and Italy.