Coop Italia joins forces with Origin Italia to promote Italian PDO and PGI fruit and vegetables

Coop Italia has begun a collaboration with Origin Italia to strengthen awareness and promote Italian Dop and Igp fruit and vegetables, developing the institutional campaign “Origins, territory, authenticity in abundance”, with the aim of describing the values and connection with the territories of the geographical indications in the sector.

The collaboration aims to promote awareness of and enhance the heritage of quality Italian fruit and vegetables, with particular reference to Dop and Igp-certified products, through dedicated initiatives in Coop stores throughout the country and specific communication activities aimed at consumers.

Quality information

The objective is to disseminate clear, authoritative and accessible information, capable of raising awareness of the value of geographical indications and the Dop Igp logos, highlighting the origin, certified quality, connection with the territories and the role of production chains in protecting and enhancing Italy’s outstanding agri-food products.

The campaign includes communication through the information poster that will be displayed in the fruit and vegetable departments of the more than 1.000 Coop network stores. In addition, the project will be the focus of features in the monthly magazines for Coop members, distributed throughout the country in around six million copies a year. A section dedicated to information about the initiative, including specific social media campaigns, will also be available on the Coop Italia web portal.

The comments

Cesare Baldrighi, president of Origin Italia: “This collaboration represents an important step towards bringing consumers closer to the authentic value of Dop and Igp fruit and vegetables, and we would like to thank Coop Italia for its openness and the sensitivity it has shown towards a heritage that deserves new communication tools, capable of respecting the seasonality and short market presence of many products, with the aim of giving IG-branded fruit and vegetables a new dimension and building a model that we hope can also be extended to other distribution operators”.

Ernesto Seppi, coordinator of Origin Italia’s Fruit and Vegetable Committee: "Initiatives like this are important because they arouse curiosity and help consumers understand what lies behind a Dop or Igp mark on Italian fruit and vegetables: territories, families, protection consortia, businesses, cooperatives, strict specifications, and checks that guarantee origin and traceability. The challenges ahead of us are to guarantee producers’ income and margins, address the climate crisis and rising costs, and distribute value fairly throughout the supply chain. Designing initiatives together gives producers more tools to face the future with confidence. Italian quality must be recognised and enhanced every day, and cooperation between producers and Gdo should be encouraged".

Albino Russo, director of Ancc-Coop: “This initiative represents a further step taken by Coop in its existing commitment to promoting quality Italian agri-food products. In this regard, the November promotional campaign in favour of fruit and vegetable products with a designation of origin has three objectives: to promote greater awareness of these products among our members and consumers, to enable a greater number of families to access quality consumption and, at the same time, to offer the best national agricultural products a tangible market opportunity, highlighting genuine local delicacies on our shelves in agreement with the producers”.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.