With the implementation of the project, we wanted to intercept both Italian and foreign consumers, and in particular the European countries where the demand for fresh fruit and vegetables is very strong.
We wanted to exploit the evidence that the foreign consumer perceives the typical local productions of our country as products of excellence, synonymous with the "quality" of the Italian food and wine system.
This was the specific mandate of the representatives of the OP who participated in the Fruit Logistic in Berlin, but also at the Cibus in Parma. These fairs represent current events in the most prestigious fruit and vegetable showcases and have seen the participation of prospective buyers from all over the world.
Another objective of the promotion program of the Artichoke of Paestum I.G.P. is to intercept the demand for food and wine tourism by exploiting the identification of the Artichoke of Paestum with its production territory, thus becoming the real tourist attraction factor for culturally advanced groups of tourists.
In fact, the typical local products are particularly appreciated by consumers because of their strong connection with the places of cultivation, breeding and production, which makes them unique, in some way representative of the culture and tradition of the places.
The message was used that the consumption of the Artichoke of Paestum is much more satisfying and rewarding if tasted directly in the places of origin, perhaps after a visit to the archaeological area, rather than in contexts far from the territories of origin.
Furthermore, the project aimed at strengthening the relationship between production and consumption through a better knowledge of the production techniques, the organoleptic characteristics and the health benefits deriving from the consumption of the PGI Paestum Artichoke. In this regard, the program of interventions has provided for a busy schedule of meetings between consumers and young generations (future consumers) concentrated mainly in the areas where the propensity to consume artichoke is greatest.
Great attention was also paid to the issues of sensitizing and educating the contents of the Community quality products regimes, highlighting them: the specific characteristics and benefits in terms of food properties, the high standards of hygiene and health, production methods, labeling, traceability, the community logo, nutritional aspects, the high level of environmental protection, as well as historical, traditional, cultural, landscape and food and wine values.
The aspects linked to the quality of the Paestum Artichoke were also enhanced to encourage economic operators and consumers to purchase the product attentively and responsibly.
Finally, attention was not neglected for issues related to the protection of the environment and climate change prevention, with specific in-depth meetings to illustrate the advantages deriving from the environment by the spread of the artichoke cultivation of Paestum PGI.
Ultimately, the promotion program has been strongly oriented in the medium term, with results that can be appreciated in the course of future marketing campaigns. This explains the significant economic commitment of the project that the O.P., As well as with the contribution of the RDP Campania, has supported for a significant share with own funds. The goal is that in the next few years the volume of production can grow steadily to settle on a value significantly higher than that achieved in marketing campaigns in recent years.
