The professional bodies behind five European food and drink products have come together to launch a new three year campaign - Discover the Origin.
The bodies are the Burgundy Wine Board (BIVB), the Port and Douro Wines Institute (IVDP) and the Parma Ham and Parmigiano Reggiano Consortiums. The campaign which is backed by the European Union, is targeted at the UK market’s affluent foodies aged 30-45, to raise awareness of the five Protected Designation of Origin (PDO) products produced by them.
Nelly Blau Picard, export marketing manager, BIVB: “The timing for this campaign is good as the UK wine retail shelves and Off-licences now carry a hugely diverse range - amongst the widest in the world- and this has led to consumers taking more of an interest in where their wine comes from. British consumers are looking for quality, authenticity and provenance to add value to their purchases. Discover the Origin aims to provide this through educating trade and consumer understanding of these products’ versatility and appeal.”
According to the research, two thirds of respondents stated that provenance plays an important role in their food and drink purchasing decisions, with 75 percent indicating that production methods are an important factor. These findings suggest that the credit crunch is not diminishing consumers’ desires to eat and drink well.
IVDP marketing director Paulo Pinto said: “Discover the Origin products have centuries of tradition behind them but are still innovating to bring the best that they can to consumers and the trade.
“As provenance rises up the priority list amongst UK foodies, these products are perfectly placed to give trade a point of sale difference, enabling them to bolster bottom lines whilst promoting them.”