Cheeses with Designation of Origin (DO) are produced in defined geographical areas according to specific conditions of manufacture and ageing. Their characteristics are subject to variability influenced by seasonal variations and small-scale production plants. In Europe they represent the possibility of maintaining economic activity in rural areas with the promotion of the local factors.
These traditional products have to face the rapid changes in the market which require concentration of supply, standardisation of composition, packaging innovation and aggressive communication campaigns. Furthermore, with the enlargement of the market beyond the territory of origin and the national boundaries, cheeses with DO have to face the competition of imitating products at low price which tend to reproduce some of their aspects. The organisations which administer the DO invest most of their budget in communication and marketing programmes aimed at providing information on the typical characteristics of their cheeses at local, national, international level. The techniques available for these actions, however, are more appropriate for commercial brands than for DO's. Therefore it is necessary to study the forms of communication and marketing suitable for these products in order to give the correct perception to the consumers about the quality aspects defined with the DO. In this respect it is also important to establish new relations with the distribution interested in differentiating and riappropriating a professional image typical of the traditional store. This would mean the perpetuation of the multidimensional consumer-producer agreement symbolised by the DO, the promotion of territorial management and respect for the environment. Through a series of plenary sessions, workshops and exchanges the partner organisations of this proposal will share their experience, evaluate the promotion campaigns that they have realised, examine the needs of the consumers and the requirements of the distribution in order to find appropriate models for marketing and communication.
Funding SchemeCON - Coordination of research actions
07701 Mahon (Baleares)
33030 Rivolto Udine
94205 Ivry Sur Seine
39220 Les Rousses