PSR Veneto 2014-2020 (action 2018/19)
European Agricultural Fund for Rural Development: Europe invests in rural areas
REG. (EC) N. 1305/2013 – DGRN 2112 OF 12/19/2017 MEASURE: 3 QUALITY SCHEMES FOR AGRICULTURAL AND FOOD PRODUCTS TYPE OF INTERVENTION: 3.2.1 INFORMATION AND PROMOTION ON QUALITY SCHEMES FOR AGRICULTURAL AND FOOD PRODUCTS – “AGRICULTURAL PRODUCTS” – APPLICATION N. 3837487
Description of the operation
The project, presented by the grouping, in the form of a Temporary Association of Companies, between the Consortium for the Protection and Promotion of Radicchio di Verona PGI, the Consortium for the Protection of Aglio Bianco Polesano PDO, Cooperativa Il Polesine ARL and the Consortium for the Protection of Provolone Valpadana PDO, concerns the promotion of certified quality brand products: Radicchio di Verona PGI; Aglio Bianco Polesano PDO and Provolone Valpadana PDO. Like other agri-food products, fruit and vegetable and cereal products can and must be promoted and enhanced through the use of specific marketing tools, taking into account the different characteristics of consumers, which are constantly evolving and connected to socio-economic factors, and highlighting important factors in the fruit and vegetable sector such as the link with the territory and typicality, the intrinsic quality of the product, freshness, seasonality, service, protection of the environment and biodiversity, consumer well-being and the intangible aspects of consumption.
The actions of this project are aimed at: identifying new customers and new sales areas that allow an increase in the competitiveness on the market of the various players in the Supply Chain; consolidating the existing market of the PGI/PDO involved; acting on a timely basis by choosing an emblematic event, which becomes a point of interest for all the Consortia and allows for improving relations between them and developing the promotional strategy of which this project is the first step in a long journey; transmitting to the consumer the important role of the Protection Consortia in safeguarding consumer health; strengthening the various expressions of the marketing of certified quality brand products in front of the world of Large-Scale Retail Trade.
Purpose
Improve the competitiveness of primary producers by better integrating them into the agri-food chain through quality schemes; create added value for agricultural products; promote products in local markets, short supply chains, producer associations and organisations and inter-branch organisations.
Results obtained
Participation in local, national and international fairs, events and demonstrations with both a general public of citizens and consumers, and a professional audience with buyers and journalists in the sector, which have allowed the dissemination of scientific and technical knowledge on the products of quality regimes; participation in radio and television broadcasts, specials, advertorials and weeklies specific to the sector; creation of informative material coordinated by the project and other specific for each individual Consortium; purchase of promotional spaces in magazines, newspapers and other traditional and/or innovative information vehicles such as social networks; promotion of products at the Catullo airport in Verona and various points of sale of the GDO and Horeca.
Amount financed through the Radicchio Consortium leader (ATI):
07/11/2019 Deposit € 93,577.90 and 03/08/2020 Balance – € 22,347.70
BENEFICIARY AND LEADER OF THE AGGREGATE PROJECT
THE FOLLOWING CONSORTIA ALSO PARTICIPATE IN THE AGGREGATE PROJECT
Initiative funded by the Rural Development Programme for Veneto 2014-2020
Body responsible for information: Consortium for the Protection of Radicchio Verona Igp
Managing Authority: Veneto Region – FEASR and Forestry Management Directorate
