TOP Typical Agrifood: a Longtime European Story

The project aims at improving the awareness of end consumers from US and China towards top quality products from Italy. An active storytelling strategy will guide target groups in discovering some of the most typical PDO products, that carry with themselves centuries of agricultural traditions and an inner quality certified by the European PDO quality scheme. A perfect match between wine and food will be promoted with a strong focus on Ho.Re.Ca., as the main channel to promote EU products consumption on these target countries. The promotional campaign will build a multi-purpose activity plan that will target end consumers through dedicated event, partnership with Italian chefs to develop and promote new recipes and a huge media coverage that will grant a global impact for the campaign. Barolo PDO wine (being the most international product among the ones involved) will be leading the way for the promotion, but it will become the perfect pairing for excellent food product as Fontina d'Aosta PDO cheese and Baraggia PDO Rice. This cross-sector cooperation will enhance the perceived value of PDO-certified products and promote consumption of EU quality products.