CAMPAIGN FINANCED WITH AID FROM THE EUROPEAN UNION
The Consorzio Tutela Aceto Balsamico di Modena IGP presented to the EU, the information and promotion program “BALSAMIC VINEGAR OF MODENA, THE ORIGINAL - Protected Geographical Indication from Europe” to promote the added value of the product, in terms of authenticity, safety, traceability, and labelling guaranteed by the European trademark protection and to enhance the competitiveness of Union agrifood products in the United States, the main market of EU agrifood exports.
The campaign is therefore needed to develop positive dynamics towards the chosen US market targets and to raise informed purchasing awareness to get consumers to choose protected products over counterfeit and deceptive ones. In the US market the level of recognition of European Geographical Indication productions, such as the Balsamic Vinegar of Modena, is insufficient and brand awareness is highly generic.
The action strategy involves a series of activities, structured over a three-year period, aimed at reaching the targets that the Consortium has identified as a priority in the US market: young chefs, celebrity chefs, medium/high level food service operators, food bloggers and foodies.
Given the vastness of the USA, the project activities will be focused mainly on the states of California, New York and Florida. These are characterized by high consumption of specialty foods, strong presence of high-level eating establishments and specific characteristics in the purchasing behavior of the target groups, which make them the most strategic areas for action to achieve the objectives.
Today, Balsamic Vinegar of Modena PGI is sold in 120 countries around the world. With an annual production of about 90 million litres, over 90% of which is exported, it is one of the main Italian agri-food products in the world. The turnover of Balsamic Vinegar of Modena from production exceeds € 400 million, from consumption € one billion: numbers that place Balsamic Vinegar of Modena PGI among the top ten Italian PDO and PGI food specialties.
In 2009, Balsamic Vinegar of Modena was registered as a PGI by the European Union. The Consorzio Tutela Aceto Balsamico di Modena was set up in its current form in 2013, while the product obtained its PGI designation from the European authorities in July 2009. The Protection Consortium is the guardian of the product specifications and a key discussion partner in all questions concerning the product at the regulatory level. It is also its “voice”, in the sense that, through dialogue with the institutions, media and the final consumers, it promotes knowledge about Balsamic Vinegar of Modena and enhances its culture.
Today the Protection Consortium represents 98% of the annual certified production of Balsamic Vinegar of Modena. Currently the Protection Consortium groups together 50 companies belonging to the Balsamic Vinegar of Modena production chain, including some of the historical brands, which since the beginning of the twentieth century have contributed to the success of the product both in Italy and in international markets. For more information, visit the website
Produced from the must of fermented grapes, with the addition of aged vinegar and wine vinegar, then matured in wood barrels, Balsamic Vinegar of Modena is a condiment with an ancient history that has been able to adapt successfully to the flavours of modern cuisine and to heterogeneous gastronomic cultures.
The Consorzio Tutela Aceto Balsamico di Modena made its debut at the NYCWFF, The New York City Wine & Food Festival, which celebrated its tenth anniversary.
With the "Balsamic Vinegar of Modena, the Original" project, co-financed by the European Union, the Consorzio aims to develop positive dynamics towards the US market and to raise informed purchasing awareness to get consumers to choose
protected products over counterfeit and deceptive ones.
The NYCWFF gave the Consortium, a golden opportunity to promote itself. The festival produced more than 80 events in four days and it drew over 50,000 gourmands and gastronomy enthusiasts, foodies and celebrities.
The Consortium will attend as sponsor at the NYCWFF, considered the largest food and wine festival in New York City.
With more than 100 events, is widely recognized for tasting intimate dinners with world-renowned chefs, late night parties, hands-on classes, educational seminars, coveted wine tastings and more to offer to 50,000 passionate gourmands and aficionados something for every palate and budget.
The Consortium will attend as sponsor at the next IFBC which takes place in Sacramento - California and will draw approximately 300 food bloggers, writers, social media gurus, food industry members, to present the Balsamic Vinegar of Modena and the promotional campaign.
The IFBC was the first food blogging conference in the world and is still considered by many to be the best.
Visual identity creation is the first step to give the campaign a face, that maps to a single creative concept the messages to be conveyed.
The Consortium will use this visual identity to characterize every message and activity promoted by the campaign "Balsamic Vinegar of Modena, the Original - Protected Geographical Indication from Europe".
The Consortium launchs the campaing logo, which is recognizable and unexpected and aims for the concept of "original".
The LOGO is the central circle from which emanates the meaning of the product Balsamic Vinegar of Modena IGP and that potentate its expressive capabilities and communicative skills.
From June 25th to 27th, The Consortium will present the EU Campaign “Balsamic Vinegar of Modena, The Original” at the Summer Fancy Food Show - Booth nr. 4949, level 1 of the Javits Center.
The Summer Fancy Food Show is the largest specialty food industry trade event in North America, and the premier showcase for industry innovation.
On Sunday June 25th, The Consortium will attend to the 100per100italian Experience, an exclusive event which will take place on the beautiful Midtown Terrace in the heart of Manhattan, to celebrate Italian food with “I Love Italian Food” network and a special dinner realized by AICNY.
There is no love sincerer than the love of food.
Quality is simple. People are complicated.
I think it's an artist anyone Who know how to do one thing well; cooking, for example.
To eat is a necessity, but to eat intelligently is an art.