The original balsamic vinegar is a new international project held by the Consortium of the balsamic vinegar of Modena, whose aim is to protect the product since 1993. Curious to know what is the project about? Keep on reading!
The original balsamic vinegar is a project presented to the European Union in order to promote the modenese excellence. In particular, the campaign wants to develop awareness in the consumer, in order to make the best choice and make him able to distinguish protected products over counterfeit ones. The target of this project is the USA market, in which the level of recognition of European Geographical Indication productions, such as the Balsamic Vinegar of Modena, is insufficient and brand awareness is generic.
The campaign will last three years, aimed at reaching the targets that the Consortium has identified as a priority in the US market: young chefs, celebrity chefs, medium/high level food service operators, food bloggers and foodies. Moreover, taking into consideration the vastness of the USA territory, the project will be focused on California, Florida and New York. The choice of these territories is due to the strong presence of eating establishments and specific characteristics in the purchasing behavior of the target groups.
For those who don’t know the meaning of PGI, it is the “protected geographical indication”, given to the balsamic vinegar of Modena in 2009. The PGI is the indication of quality and also it promotes knowledge about Balsamic Vinegar of Modena and enhances its culture.
For more information about this project, I invite you to visit this website: http://www.originalbalsamicvinegar.eu/ Also, if you want to keep in contact with the Consortium of the balsamic vinegar of Modena, here you are their official website:
What do you think about this project? Let us know your opinion in the section comments below!