European Quality Schemes – Quality Guarantee

The proposed project pursues the goal of increasing awareness and knowledge of EU quality schemes in the EU internal market. The aim is to bring the consumers closer and to inform them through promotional measures about the specifics and guarantees provided by the EU quality schemes.Promotional activities include the presentation of meat products bearing the EU quality symbol. However, the goal is not brand-oriented or oriented to the designation of origin, but to increase awareness and knowledge of EU quality schemes. The measure aims to increase the visibility of the graphic symbols of EU quality schemes (by 15%) and their meaning (by 10%).In accordance with the communication plan, consumers will be informed about special characteristics and quality provided by the EU quality symbols. Using various communication tools (tastings at shopping centres and a variety of events, a special one-day event, informative and educational video and leaflet and advertising on jumbo billboards, as well as in digital media, web portal), they will be familiarised with the exactly prescribed production procedures that provide continuous monitoring of compliance of protected products and their quality, safety and traceability.The basic message of the campaign is aimed at identifying the graphical indication of the EU quality schemes and at the added value of protected products.Promotional activities will be carried out in the Slovenian market and will be presented through the example of traditional Karst meat products, which are included in the EU quality schemes (Karst pancetta, Karst zašink, Karst prosciutto).The percentage of consumers in Slovenia who recognise the graphic symbols of the EU quality schemes is low (below 20%). Therefore, the primary goal of the campaign is attaining a higher level of recognition of graphic symbols of the EU quality schemes and raising awareness of the importance of the integration of products into the EU quality schemes.