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Combined effort from PDOs
Wine regions Burgundy and the Douro have joined forces with Parma ham and Parmigiano Reggiano consortiums to promote themselves in a three year UK-focused campaign called Discover the Origin. The four Protected Designation of Origins (PDOs) have secured EU funding for the initiative.
It is hoped that the professional bodies will together raise awareness for their five products (Burgundy, Port, Douro wines, Parma Ham and Parmigiano Reggiano) among 30-45 year old “foodies”.
“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,” said Nelly Blau Picard, export marketing manager at The Burgundy Wine Board (BIVB).
A team of Discover the Origin experts will raise awareness for the range of products using master classes and competitions for delicatessens and specialist off licences. The programme is also targeting catering colleges and trade exhibitions.
Patrick Schmitt 26/11/08