DOP Jamón y Paleta de Teruel. El valor de lo nuestro, Origen Europeo

Ham/Shoulder from Teruel is the only white ham with a PDO in Spain, representing >40% of the PDO ham in the country, and it is one of the pioneering PDOs in the implementation of strategies that guarantee the sustainability of its production. In addition, it is a fundamental economic driving force in Teruel, one of the rural regions of Spain with the highest depopulation problem. We are requesting aid from the EU to boost the level of knowledge and recognition of the EU PDO  quality seal. Jamón y Paleta de Teruel DOP has previous experience in the management of these grants, and our intention is to expand the market to continue implementing a promotional campaign whereby knowledge and recognition of the PDO  seal will be increased. Our market investigation showed that Jamón de Teruel faces aggressive price competition in the Spanish market, because other competitors, both in white ham and Iberian ham, have shorter curing times and lower production costs. Therefore, it is essential to improve the low level of knowledge and recognition of the EU PDO quality seal on the Spanish market (17% Eurobarometer 504).  This quality seal represents differentiation of these PDO products, based on their quality, origin and history, and EU certification. Furthermore, contributes to the rural, social and environmental development of rural regions. The communication strategy of the campaign will be driven by a highly visual message, to attract attention and make all viewers aware of the high quality of PDO products. The claim to be used in conjunction with the PDO seal is: “The value of our origins. European  Origin.” This programme will have a Media Plan, including TV, Press, Radio and Online Media, to achieve maximum coverage and affinity in Spain. Specifiers will be used as an information tool, acting as ambassadors for the programme. The programme also includes relationships with distribution channels and activations at specialised points of sale. 3 investment years: €2,999,975 €