THE INSTITUTIONAL PROMOTIONAL CAMPAIGN OF THE MIPAAF ON PDO AND PGI PRODUCTS “ON THE AIR” AND GREATLY APPRECIATED BY THE PROTECTION CONSORTIA

Rome. A few months ago, operational discusions were started in the Quality Department of the Ministry of Agricultural, Food and Forestry Policies with the participation of Associations and representatives of the Large-scale retail trade to devise synergistic activities between the players interested in enhancing the value of the Geographical Indication products more effectively.

Among the first projects to emerge from the discussions between the stakeholders present, the Mipaaf proposed and elaborated a promotional campaign aimed at informing Italian consumers of the essential characteristics and particular features of PDO and PGI products.

More than 3,000 large-scale retail POSs have joined the project and will carry out a series of activities at their shops in the near future, with a view to giving greater space and visibility to certified quality products.

At the same time, the Ministry has commissioned the production of video and audio advertisements, which will be broadcast on the leading television and radio channels, with a view to making the end customer more aware of the value of GI products and encouraging him to purchase them.

The promotional campaign designed for Italy is particularly important considering the long period of crisis on the domestic market. Projects of this size may therefore help to increase the consumption of agricultural and food products in Italy.

It should be borne in mind that, despite the comforting results obtained in exports, the Italian market is still the leading outlet for Italian GI products, accounting for about 80% of the total.

“In welcoming the campaign promoted by Mipaaf – declares Stefano Berni, Vice-chairman of Aicig – we also hope for continuity in the promotional activities undertaken and the success of the discussions set up with the Associations and representatives of the large-scale retail trade. We must do everything in our power to put consumers in a position to be able to distinguish PDO and PGI products from similar product when making their purchases”.

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Marte Comunicazione snc di Marzia Morganti Tempestini & C.

Tel 335 6130800 – Email marzia.morganti@gmail.com; press@aicig.it

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