Trust Your Taste, CHOOSE EUROPEAN QUALITY

The project “Trust Your Taste, CHOOSE EUROPEAN QUALITY”, promoted by Assica, aims to be the continuation, for another 3 years, of the currently ongoing project, which will end on 31/03/2024. Thanks to the experience gained with the current actions, the intention is to optimize what has worked very well in the two target markets, in order to consolidate the excellent results obtained. The campaign will promote the following products: fresh pork meat and cured meat. The project aims to improve the level of awareness of the merits of the UE agri-food products and to increase their competitiveness and consumption, through the promotion of the campaign's testimonial products, within the target countries: Italy and Belgium. The project is a dissemination and information action consistent with the priorities set out in the AWP, as it aims to highlight in particular the specificities of the Union's agricultural production methods, in terms of food safety, traceability, nutritional aspects, sustainability as well as their characteristics in terms of quality, flavor and traditions. The strategy was differentiated by target country and the actions planned were suitably adapted to the targets identified: in Italy Millennials were chosen, while in Belgium Gen X. The project intends to offer a qualified answer to their questions of safety and sustainability, with specific messages and actions. This will be developed in collaboration with press and influencers, which are essential to strengthen the message to the general public. In Italy, moreover, the strategy aims to strengthen greater coordination within the pigmeat sector and increase its knowledge and awareness of the EU values mentioned in breeders, producers, processors and in the Normal Trade and large-scale retail trade, in order to improve the image of EU pig products among consumers and increase their consumption, as a consequence of better information and awareness of the entire sector. The total budget is 3.164.757€.