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INNOVATIVE MARKETING STATEGIES FOR CHEESES WITH PROTECTED DESIGNATION OF ORIGIN

Objective



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.

Coordinator

Consorzio del Formaggio Parmigiano Reggiano
Address
Via J.f. Kennedy 18
42100 Reggio Emilia
Italy

Participants (16)

AGRUPAMENTO DE PRODUTORES DE QUEIJO DE AZEITAO
Portugal
Address
R.d. Jorge De Lencastre, 1 A - Quinta Do Anjo
2950 Palmela
ASSOCIATION DE DEFENSE ET DE PROMOTION DU PICODON DE LA DROME ET DU PICODON DE L'ARDECHE
France
Address
Rue F. Chopin, 25
26000 Valence
COMITE DU COMTE
France
Address
Av. De La Resistance
39800 Poligny
CONSEJO REGULADOR QUESO INDIAZABAL
Spain
Address
Granja Modelo De Arkaute - Apartado 46
01080 Vitoria-gasteiz
CONSEJO REGULADOR QUESO MAHON
Spain
Address
S'arraval, 44
07701 Mahon (Baleares)
CONSEJO REGULADOR QUESO MANCHEGO
Spain
Address
Av. Del Vino S/n
13300 Valdepenas
CONSEJO REGULADOR QUESO RONCAL
Spain
Address
Crta. Del Sadar S/n
31006 Pamplona
Consorzio Tutela Asiago
Italy
Address
Corso A. Fogazzaro
36100 Vicenza
Consorzio Tutela Fontina
Italy
Address
Piazza Arco D'augusto 16
11100 Aosta
Consorzio Tutela Montasio
Italy
Address
Strada Statale Napoleonica
33030 Rivolto Udine
I.N.R.A.
France
Address
Bld. De Brandebourg, 65
94205 Ivry Sur Seine
SYNDICAT DU BLEU DE GEX
France
Address
Route Royale
39220 Les Rousses
SYNDICAT DU FROMAGE ABONDANCE
France
Address
Chemin D'hirmentaz, 16
74200 Thonon
SYNDICAT DU MONT-D'OR
France
Address
B.p. 73
25301 Pontarlier
SYNDICAT DU REBLOCHON
France
Address
B.p. 55
74230 Thones
UNION DES PRODUCTEURS DE BEAUFORT
France
Address
Rue Du Chateau, 1
73000 Chambery