EU finances Franco-Italian promotion - Food Industry Report - European Union to aid food promotions in the US - Brief Article

Eurofood, August 15, 2002

The European Union is financing the first joint venture by France and Italy to promote three products in the US food market: Parma ham and Parmesan cheese from Italy, and Comte cheese from France.

All three carry products the European Union's PDO (Protected Designation of Origin) label designed to prevent misuse and imitation. The EU is backing the project to encourage collaboration among its member states and to make known to a wider public its system of denominations granted only after the products are judged to be of the required quality.

In the case of ham and cheese, a minimum seasoning period is required and the product must not contain any additives. A three-year public relations campaign has been drawn up aimed at educating a mass market as to quality and authenticity of foods via the popular press and trade magazines.