Since 1992, the European Union has adopted a new system of regulation, whose primary aim is to bring together, protect and promote the various European geographical denominations; these are speciality foods linked to specific regions and production zones, to the skills of certain producers and to the quality of the foodstuffs they produce.

Fruits and vegetables awarded PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication) status are guaranteed not only for their unique flavour, but also for their authenticity; they offer protection from fraud, imitation and counterfeit, all of which are proving to be as much of a problem for producers as for consumers.

This multi-country European project includes France, Italy and Spain; its objective is to promote the official European PDO and PGI quality indicators via 8 different fruits and vegetables.

In France, these are: Kiwi de l ’Adour (kiwi fruit from the Adour Valley), Sables des Landes asparagus, Périgord strawberries and Pruneaux d’Agen - Agen prunes. Italy is showcasing pears, peaches and nectarines from Emilia Romagna and Radicchio di Treviso, while Spain highlights its Ribera Del Xùquer persimmons.

The campaign targets 3 European Union countries: France, Italy and Spain.

Most of the products featured in the campaign advertise only on their own domestic markets; the exceptions are Pruneaux d’Agen which has a promotional programme in place in Germany, and the Ribera Del Xùquer persimmon which is promoted on the French market.

If quality had an origin…

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