This three-year project, co-financed by the European Union in partnership with the Italian Ministry of Agricultural, Food and Forestry Policies, aims at promoting and spreading knowledge regarding DOP, Denominazione di Origine Protetta, (Protected Designation of Origin – PDO) and IGP, Indicazione Geografica Protetta, (Protected Geographical Indication – PGI) European Community Certifications and at fostering the consumption of PDO and PGI labelled products. Its scope ranges from general promotional activities to awareness-raising campaigns. These include the organization of tasting sessions throughout distribution channels, dedicated workshops addressed to field operators, such as distributors, restaurants and catering businesses, and specialized press. To nurture familiarity among future consumers regarding the quality, genuineness and the unique taste of PDO and PGI labelled products are “tasting week” events in restaurants, and guided tours on producer premises organized for primary and middle school students. Future professionals can benefit from classes held by experts at hotel employee training schools and cooking school seminars.

The project springs from an initiative launched by the Temporary Association of Businesses, made up of seven Consortia and PDO and PGI Labelled Product Safeguard Associations: Pecorino Toscano PDO, Prosciutto Toscano PDO, Olio Extravergine di Oliva Toscano PGI, Lardo di Colonnata PGI, Miele della Lunigiana PDO, Castagna del Monte Amiata PGI, and the Fagiolo di Sorana PGI.

Promotion activities are being carried out in Italy and in the capitals of the United Kingdom, France and Germany.