The Istituto Valorizzazione Salumi Italiani – leading the project – Consorzio Cacciatore Italiano DOP, Consorzio Mortadella Bologna IGP and the Consorzio Zampone e Cotechino Modena IGP are the protagonists in a European campaign to valorise high quality products in Italy and Germany.
“Authentic European Pleasure” is the name of the project to promote Made in Italy cured meats, co-funded by the European Union, which aims to valorise the cured meats sector, increase levels of recognition of European quality marks and heighten consumer awareness of their value in terms of food safety, traceability and nutritional and health aspects.
The target markets are Italy and Germany. Germany is the largest market in the European Union, with exports in 2016 of approximately 32,730 tonnes (+2%) and 297.8 million euros (+3.2%).
In both markets the campaign - scheduled to last 3 years - aims to implement targeted measures to inform and influence the opinions and food habits of various defined targets: the media, chefs and students at cooking schools, health professionals and, lastly, consumers.