SMALL TREASURES OF EUROPE

This program aims to promote PDO-PGI products from Greece. It is proposed by NEA PASEGES, the Hellenic Union of Agricultural Cooperatives and unions of Agricultural Cooperatives Cooperation, the main coordinating organization for agricultural cooperatives.

Greece is amongst the top PDO-PGI producing countries in Europe, with a vast array of products benefiting from these labels. The Greek PDO-PGI products are known worldwide and are strongly associated with Mediterranean and European culture: olives and olive oil, cheeses (Feta, Graviera…), dried fruits, are only a few examples of such products that will be promoted in this program. These products are all part of millennia-old agricultural traditions and are oftentimes cultivated in less-developed rural area, where they play a crucial role to sustain local economy.

Considering the importance – both culturally and economically – of PDO-PGI products, it is of utmost importance to increase awareness of these products in the general population. That is why this program, targeting the Greek market, is essential. Greek consumers will be the main target group, along with opinion leaders and representatives of the agricultural and HORECA sectors, to ensure a wide reach for the program. Its objective is to raise awareness about PDO-PGI by 4 points on the Greek percentage (13% for PDO’s and 18% for PGI’s) and among the target audience. This will have economical consequences, with an overall increase in sales for PDO-PGI by 10%  (in volume)  for Greek consumers at the end of the program.

To achieve these objectives, a mix of actions targeting consumers and professionals will be implemented, including advertising campaigns, special events and the production of promotional material.