Friday December 15th, 2017 at the “I Tre Merli” restaurant in Genova presidents Carlo Siffredi (PDO Riviera Ligure oil Protection Consortium) and Mario Anfossi (PDO Genoese Basil Protection Consortium) will host a press conference dedicated to the “Olio&Basilico” promotional campaign, co-funded by the Ministry of Agricultural, Food and Forestry Policies.
The grounds of the campaign stem out from the joint efforts- synergies date back to 2012 – to strengthen product visibility. Riviera Ligure Oil and Genoese Basil are the only PDOs in Liguria, and both feature in pesto (the most famous mortar sauce in the world). Now they join forces for this communication campaign which targets the regions of Northern Italy (Liguria, Lombardy and Piedmont) and aims at:
- increasing the renown of the 2 Ligurian PDOs, Riviera Ligure Oil and Genoese Basil while promoting their main characteristics
- supporting food and cultural tourism in Liguria.
“Raising the awareness of the importance of EU PDO marks also in the olive oil sector is the aim of this campaign”, states Carlo Siffredi, the President of the PDO Riviera Ligure Extra Virgin Olive Oil Protection Consortium.
From December 2017 to January 2018 regional TV networks in Liguria, Lombardy and Piedmont will broadcast a 20-second promotional spot – an expression of their interest in the valorisation of food, culture and tourism.
Assaggia la Liguria… quella vera
Assaggia la Liguria… quella vera: taste true Liguria. The concept of the campaign promotes the quality of Ligurian PDO products, the expression of their territory as well as of hard working, producers, their know hows ancient and skilful. The style of the spot highlights the unique features of PDO Riviera Ligure extra virgin oil and PDO Genoese Basil: the objective is to reach consumers in Liguria, Piedmont and Lombardy, Horeca and health professionals and food & cultural tourists.
“PDO Riviera Ligure oil is safe and good and offers consumers the double guarantee of traceability and quality. It represents a mix of sensory emotions, rural landscapes, men, culture, traditions and environment. Celebrate true Liguria and make it your choice in restaurants and shops. PDO Riviera Ligure oil is easily recognizable. Labels display the red and yellow EU DOP (i.e. PDO) logo and to the RIVIERA LIGURE sign. Furthermore, yellow bottle neck labels feature a numerical code – provided by the Consortium – as well as the geographical silhouette of Liguria”, says Carlo Siffredi, the President of the PDO Riviera Ligure oil Protection Consortium.
As highlighted by Mario Anfossi, the President of the PDO Genoese Basil Protection Consortium, “PDO Genoese Basil is the food icon of the region as well as a cultural resource. farming having developed on Liguria’s sea-exposed slopes, our basil boasts unique characteristics and outstanding excellence. The aim of this campaign, carried out in collaboration with PDO Riviera Ligure oil Protection Consortium, is twofold: the involvement of all the players of the supply chain – dealers, restaurateurs, consumers – and the valorisation of the uniqueness of PDO Genoese Basil. The PDO safeguards traditional farming techniques, the guarantee of trademark scents and tastes, renowned all over the world.”
An invitation to experience the universe of quality, significance, tradition, identity, crafts embodied by the two Ligurian PDOs – Riviera Ligure Oil and Genoese Basil.
Consorzio di Tutela dell’olio DOP Riviera Ligure
(PDO Genoese Basil Protection Consortium)
Via T. Schiva, 29 – 18100 Imperia
Tel.+39 0183 767924 – Fax +39 0183 769039
info@oliorivieraligure.it
www.oliorivieraligure.it
Consorzio di tutela del Basilico Genovese DOP
(PDO Genoese Basil Protection Consortium)
Tel.+39 010 5601152 – Fax +39 010 5302671
info@basilicogenovese.it
www.basilicogenovese.it
