European art of taste

"The strategic choice to realise the joint actions between the quality of Protected Denominations of Origin of EVO, cold cuts, cheese and wine, is due to a convergence of objectives pursued by the different sectors and the different proponents. The four proponents are Consortia recognised by the Italian government and are representative of their own areas of competence. All of them have among their purposes the promotion and the valorisation of the awareness, as well as consumer education of the PDO products, availing themselves of the collaboration of private entities, as well as EU public administrations on a national and regional level. The programme involves a set of actions capable of raising more awareness about the PDO products within the different profiles working in the industry, the press, trade and consumers. Among the target countries, Germany and the UK are the countries where there is little knowledge of Community designations. This is why the main goal of the programme is to expand and deepen the knowledge, to counter the advance of the products from the “new world” while maintaining and conquering new market shares. In Italy, where there is more knowledge about PDO, the main objective is to increase the specialisation of the level of cognition and a small increase in market share. This is achieved through information and education campaigns aimed at identifying targets by providing them with the information on the characteristics of the PDO products and the Community legislation that is designed to guarantee and protect their quality. The objectives of the project are in line with the EU strategic objectives, which aims to increase the consumption of European PDO products through information campaigns addressed to professionals in the industry and to consumers, spreading information related to “terroir”, varieties, quality and traceability. Value of the action: €1,023,081."