ERSAF, the Italian regional agency for agriculture and forestry services, who has been collaborating with Euromontana for many years for the promotion and valorisation of mountain products, started an experimental project, with the Lombardy Region, to implement the use of the optional quality scheme for “mountain products” in some of its own mountain pastures for the marketing of meat and dairy products. The project involves, in this process, both producers who sell directly in the mountains with very short supply chains and subjects that face the distribution even outside the production area, to allow to define the best strategies for transferring values. Among the planned activities there is also a marketing survey aimed at investigating the attractiveness of the optional quality scheme and consumer awareness, trying in this way to understand the effectiveness of the quality scheme.
In Lombardy the number of farms that have decided to adopt the indication reached 20 and it will increase again as there are many producers who have expressed their interest. For this reason ERSAF organized a meeting on June 14th in Milan with local producers who have already adopted the quality scheme and other interested stakeholders, to better understand other’s experiences, exchange opinions and share strategies.
Starting a communication and promotional strategy, ERSAF wants to create a network between producers aimed at increasing the awareness of consumers of the value system contained in these productions and at the same time playing the role of catalyst for the birth of similar bottom-up initiatives from the territory.
This item of news was written by ERSAF6 August 2018