ASIAN EUROPEAN ENJOY QUALITY FOOD

Subject: Information action aimed at strengthening the awareness and the recognition of the EU quality schemes as defined in article 5, par. 4, letter a), b) and c) of Reg.(EU) 1144/2014 of the European Parliament and the Council. Product represented: the quality schemes established by Reg.(EU) 1151/2012 by Reg.(EC) 110/2008 and Article 93 of Reg.(EU) 1308/2013.Target Country: China, Japan, Vietnam, South Korea.Duration: 36 months.Objectives: The program aims to increase the level of awareness and consciousness on the recognition of the EU quality schemes within some specific targets, made possible through articulated activities of information and communication designed to encourage specific targets to purchase the product categories involved in the program. The ultimate aim is the intention to buy, complemented by increased opportunities for consumption and the creation of consumer trends.Target groups of the country targets:•   Final consumers• Professional traders: buyers, distribution traders at a large scale retail trade, HoReCa and retail operators, chefs, sommeliers and food experts • Specialized journalists and opinion leaders Action strategy: to inform the targets identified on the cultural/quality aspects of the production of the Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), Traditional Speciality Guaranteed (TSG) with an informational message that enhances the peculiarities of the European productions obtained in the ambit of the Union quality schemes that make them different from all other products.Performed activities:• Project coordination• Public relation, website, social media activities• Communication tools• Events: Stands at trade fairs; Seminars, workshops, B2B meetings, trainings for trade; Masterclass; Study trips to Europe• Point-of-sale (POS) activities (Tasting days)• Other activities (Definition of visual identity of the campaign);• Evaluation of results; Value of the activity: € 5.027.933,00