Mediterranean APeritivo

Mediterranean Aperitivo - Enjoy European Quality!' campaign sees the collaboration between three Italian trade and producers organisations, lead by Consorzio del Vermouth di Torino, and one Greek agri-food sector body, targeting US, Canada and the UK.

The products in the MAP basket (Vermouth di Torino GI, Pecorino Toscano PDO, Amalfi Lemon and quality Greek olives) represent the perfect 'Mediterranean Aperitivo' plate and have all the distinctive features that can appeal curious consumers in the target markets: quality, taste and the additional 'twist' of the Mediterranean lifestyle.

Despite a strong consumers-oriented attitude, main target will be professionals, especially in the Ho.Re.Ca. (and mixology) sector. The first step to improve the competitiveness of European agricultural products (here represented by the MAP plate), in fact, is to train the professionals to correctly inform their own customers, the final consumers, on the real EU quality products (avoiding "sounding") and on all the reasons why they should prefer them to other lower-quality productions.

Final goal of the campaign is to improve awareness towards the inner merits of EU agricultural standards, that grant higher quality and food safety, as a fundamental tool to improve the sector''s competitiveness in the main third countries.

Thanks to a complex system of on/off line communication, a wide support from IT tools and a particular attention to provide additional cultural elements aimed at engaging consumers and retaining their attention, the MAP campaign will create a strong positive attitude towards EU products which will be the starting point for wider impacts than can benefit the whole European agricultural sector.