Regione Liguria launches the “Food Ambassador by Liguria” project to promote its three PDOs – basil EVO and wine as the assets of area marketing
The “Food Ambassador by Liguria” format features a twofold soul – B2B and B2C. In fact, it is addressed to the players of the supply chain to increase their awareness of the importance of certified products through training opportunities to learn how to narrate the values and identities of the territories from which the products come from. It also targets consumers through a gamification APP that combines the pedometer with the collection of products and ingredients to create traditional Ligurian recipes. Furthermore, it will also be a digital strategy campaign: food influencers will promote the Food Ambassador by Liguria box with oil, wine and basil DOP, involving their followers with stays in Liguria to discover the experiences linked to certified products.
“Tradition, innovation and genuineness are the fil rouge of a new initiative for the promotion of Ligurian PDOs, fit to relaunch visibility, promote training and engagement, create a catalogue of thematic experiences and taste itineraries – explains Alessandro Piana, the Vice President of Regione Liguria, who as Assessore is also in charge of Agriculture and Territorial Marketing, -. The title of the project, “Food Ambassador by Liguria”, highlights the role of producers, wineries, oil mills, agriturismi, wineries, restaurants and the entire supply chain as the heralds of our agricultural and food tradition. In a global market, it is pivotal to rediscover the flavours of Liguria, at home or in one’s favourite restaurant, as this binds sectors that functionally complement each other”.
This project meets the expectations of increasingly demanding consumers.
“Through our products we have always communicated certified quality and the link with the territory,” emphasises Carlo Siffredi, President of the Consortium of PDO Riviera Ligure Olive Oil. This project supports another major objective: to sharer the emotions linked to the products with consumers. A goal that is within reach if our entire supply chain, together with the restaurant and hospitality industry, will prove able to practise coordinated communication and engage consumers from all over the world. Thus, we will act as effective Food Ambassadors of Liguria”.
PDO Ligurian Riviera olive oil, PDO Genoese basil and the PDO and PGI wines of the Enoteca Regionale della Liguria producers will also be the stars of the Milan Wine Week in October.
We have implemented a territorial marketing strategy in which all the players in the supply chain act as protagonists,” says Roberto Moreno, Commissioner of the “In Liguria” Agency, “and created an original format that can be repeated year after year and adapted to new market challenges. The project meets the ever-growing demand for authentic experiences linked to food and wine, the identity of the areas and the storytelling of products. We have identified taste itineraries to reveal the often hidden excellence of our region through experiential tourism key: Liguria is the ideal holiday destination every day of the year”.