Discover the Origin unveils summer media awareness campaign

Published: 23 June, 2010

Discover the Origin is today launching a new summer initiative to help raise consumer awareness of the European Union campaign to promote products of provenance around the continent.

The summer initiative will concentrate on five key product areas: Parma Ham, Parmigiano-Reggiano cheese, Burgundy wines, Port and Douro Valley wines. It runs from June 21 to the end of July and is labelled, 'Foodie vs. Fauxdie'.

It is being launched today by chef Giancarlo Caldesi from Cucina Caldesi and wine expert Fiona Beckett in a series of radio and broadcast interviews around the UK about how important to food quality origin is and how consumers can seek the right products out in-store through the PDO, DOC and AOC labels.

The six week campaign national press advertising and advertorials in Observer Food Monthly, BBC Good Food, Delicious, Olive, Food & Travel and Good Housekeeping plus a reader competition in Stella Magazine led by wine expert Susy Atkins.

Discover the Origin will also be present at a series of food and wine exhibitions across the country including Taste Birmingham, the Foodie Festival in Leeds, and the Bristol Food and Wine Fair.

Sommelier Gearoid Devaney and chef Mike Robinson of the Harwood Arms have also held a food a food and wine matching session which can be viewed at www.discovertheorigin.co.uk

Discover the Origin is already involved in an extensive trade educational programme aimed at store managers from specialist wine merchants and delicatessens throughout the UK.

Discover the Origin is a campaign part financed with aid from the European Union, Italy, France and Portugal to promote five key European products, which all carry a guarantee of their provenance and origin on PDO labels.

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