TOOL DETAILS

Campaign:

‘Cherries of the Bari Region’ is a promotional campaign for an important product of the agri-food sector of Puglia, Italy – the cherry. The campaign was centered around a number of promotional activities over a four-week period, targeting local producers, large-scale retail traders, educational institutions, retailers and local tourist agencies – so as to successfully promote both product and region to a local and national audience.

To promote the consumption of cherries by stressing the quality and importance of cherry production in Puglia – which produces 40% of all Italian cherries. More specifically:
1) to instill a sense of pride in cherry producers and a sense of trust in consumers;
2) to help to ensure the product is taken directly from production sites to large retail chains, giving strategic importance to farmers and short supply chain systems, benefitting local entrepreneurs and consumers;
3) to improve dialogue with the large-scale retail traders – who currently control 80% of the market share;
4) to create a 'product culture' amongst large-scale retail outlets, educational institutions and local gathering places for tourists.

General Audience:

May - June 2012

LAG Ponte Lama

The project “Cherries of the Bari Region’ brought together for the first time public and private stakeholders in the cherry supply chain to work on a common project to promote their region and the consumption of cherries of Bari. An increase in production and sales was seen as a result of the campaign.

LAG Ponte Lama

Local Action Group

Local Action Groups – Ponte Lama, Le città di Castel del Monte, Sud Est Barese, dei Trulli e di Barsento, province of Bari, province of BT, professional agricultural organisations of the provinces of Bari and BT, Consortium of Protection and Enhancement of Cherry and Typical Fruit of Bisceglie.