Provolone Valpadana aims for internationalization
The consortium is planning communication campaigns abroad, starting with Australia, one of the most important non-EU countries for Provolone Dop.
Three in four Italians know at least one of the logos of the European Union’s quality schemes in the agri-food sector (Dop, Igp, Stg), but how many know its true meaning and its close correlation with the European Union? The Provolone Valpadana protection consortium commissioned two surveys with interviews from the research institute NielsenIQ to collect useful information to use for communication for the next three years, reserved for the national territory and Australia, one of the most important countries outside the EU for export. by provolone Valpadana Dop.
In Italy, 74% of respondents know at least one of the three logos, with an emphasis on PDO and IGP, but only 46% are aware of the real meaning and connection with the European Union, instead attributing to these graphic concepts linked to sustainability and only the link with Italy. 80% of the people questioned also declared to have known the logos through the packaging of food products, while the contribution of internet, television and flyers distributed by the various supermarket chains remains marginal. If on the one hand the PDO remains a guarantee of authenticity, high quality, tradition and culture of food, origin of a specific production area, certification of production specifications, so as the guarantee against falsifications, on the other hand a third of respondents state that it is difficult to recognize PDO products from imitations.
The product category mainly associated with PDO products remains that of cheeses. Of these, Provolone Valpadana is preceded by Parmigiano Reggiano, Grana Padano and Gorgonzola, but those who know Provolone Valpadana Dop give it a higher rating of almost all the characteristics examined in the survey (safety, quality, flavor, etc. including price) compared to PDO products in general.
In Australia, in particular in the three cities concerned by the survey (Sidney, Melbourne and Brisbane), connoisseurs of the logos of European quality approaches totaled 37% with product packaging which again represents the main source of knowledge, flanked by social media and websites (overall, the internet is the number one source of Igpe la Dop). Television plays a central role for about a third of the sample. However, 29% of those questioned recognize the correct origin, linking the logos to the European Union. Also in this case, European quality regimes are associated with guarantees of authenticity, quality, certification of specifications and guarantee against counterfeiting, but the difficulty of recognizing DOP products from imitations is also confirmed. Although the majority of the sample considers European food to be of equivalent quality to Australian food, European food with quality diets is generally appreciated.
More than 8 out of 10 respondents have bought European quality food at least once (the majority buying quite rarely). Things change, however, when it comes to the cheese category. In fact, the majority of the sample considers European cheeses to be of better quality than Australian cheeses. But among cheeses by association with quality European cheeses, the Italians do not excel, even leaving the first place to Parmesan (57%), which obtains higher values than Parmigiano Reggiano (40%), while the provolone category is positioned in eighth place, tied for merit with the gorgonzola (28%) and with, just below, the Grana Padano (22%). Speaking instead of Italian PDO cheeses, the presence of Campania buffalo mozzarella and Parmigiano Reggiano in the first position is indicated, followed by gorgonzola, pecorino romano, Grana Padano and provolone Valpadana. Finally, almost half of the people questioned know the logo and / or the name of Provolone Valpadana (43%).
Based on these elements, the Provolone Valpadana protection consortium will soon launch two dedicated information campaigns, using Provolone Valpadana Dop as a testimonial product. The campaigns, carried out with the contribution of the European Union, will aim, on the one hand, to increase awareness and the level of recognition of the European Union’s quality systems and, on the other hand, to increase competitiveness and consumption. European quality products both in Italy and Australia.