The three-year promotional programme “Genuine EU, Burrata di Andria PGI and Mozzarella Gioia del Colle PDO – European Quality Guarantee: between authenticity and environmental respect” has officially launched, marking a new step in the promotion and protection of Europe’s certified dairy excellence.
The initiative is promoted by the Protection Consortia of Burrata di Andria PGI and Mozzarella di Gioia del Colle PDO and is co-financed by the European Commission. Its communication and promotional activities target the markets of Italy, France, and Germany, with the goal of strengthening awareness, recognition, and consumption of geographically indicated dairy products.
CERTIFICATION FOR COMPETITIVENESS AND QUALITY
At the core of the programme is the reinforcement of PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication) certifications as tools to safeguard authenticity, quality, and the link between products and their territories of origin. Burrata di Andria PGI and Mozzarella di Gioia del Colle PDO represent a heritage built on artisanal know-how, selected raw materials, and strict production specifications that ensure traceability, control, and consistent quality standards.
“PDO and PGI are not just logos on a label, but a guarantee of controlled and traceable production, consistent quality and a strong link between the product and its territory of origin,” said Francesco Mennea, Director of the Burrata di Andria Consortium. “Enhancing and protecting these European excellences from imitations and evocations helps preserve true dairy traditions and ensures consumers of the quality and origin of the products they purchase.”
FOCUS ON CONSUMERS AND SUPPLY CHAIN
The “Genuine EU” project includes a multichannel communication plan combining digital tools with on-the-ground events. The official website, www.theoriginalisunique.eu, is already live, alongside dedicated Instagram and Facebook channels, as well as promotional and tasting initiatives across the three target countries.
The goal is to establish a direct dialogue with consumers, raising awareness of authenticity and improving recognition of geographical indications and European origin labels. At the same time, the programme engages Horeca professionals, specialised retailers, and large-scale distribution, providing them with practical tools to correctly identify PDO and PGI certifications and product origin. This approach aims to enhance transparency and quality throughout the entire supply chain.
L’articolo “Genuine EU” Programme Launches to Promote Italian Dairy Excellence proviene da Italianfood.net.