Food Indicators (PDO, PGI)
Dear students,
you will work according to this WebQuest.
Imagine that you are part of a team commissioned to create a special exhibition for Gorgonzolla cheese in an International Cheese Expo. This prestigious event aims to highlight the diversity and heritage of Italian cheeses, with Gorgonzola as a central feature. The case study of this WebQuest will help you immerse in the rich world of Italian cheese-making and will provide you an engaging context for exploring the significance of PDO products.
Your challenge is to develop a marketing campaign that captures the essence of Gorgonzola cheese, appeals to a diverse international audience and emphasizes its PDO status as a hallmark of quality and tradition.
Introduction to PDO and PGI products (Food Indicators)
Food indicators are certifications or labels that reveal details about the origin, quality or production methods of food products. These indicators assist consumers in making well-informed decisions and contribute to the protection of traditional production techniques and local economies. PDO and PGI are specific types of food indicators that ensure products adhere to particular standards and are true to their origins.
PDO (Protected Designation of Origin) is a designation awarded to products that are entirely produced, processed and prepared in a designated geographical area using traditional methods. The entire production must take place in this specific region and the product should have distinct qualities or characteristics tied to that area. For instance,' Parmigiano Reggiano' cheese is a PDO product because it’s exclusively made in certain regions of Italy with traditional methods.
PGI (Protected Geographical Indication) is a label for products that are produced or processed within a specific geographical area, though not necessarily manufactured entirely in that region. The product must possess a particular quality, reputation or characteristic linked to its geographical origin. For example, 'Kalamata olives' are PGI due to their unique taste, which is influenced by the specific growing conditions in their region of Greece.
Watch the following video explaining PDO and PGI designations and reply to the question:
'What do you think is the role of PDO and PGI designations in supporting local economies?'
http://linoit.com/users/meddiet4health/canvases/PDO%20%26%20PGI%20products
Read the video summary here.
Useful link:
https://agriculture.ec.europa.eu/farming/geographical-indications-and-quality-schemes/geographical-indications-and-quality-schemes-explained_en
Group formation and task assignment
You will be divided into 4 groups (international teams). Each group will focus on different aspects of Gorgonzola cheese:
Group 1: Production Process
Group 2: Historical and Cultural Significance
Group 3: Economic Impact
Group 4: Marketing Strategies
Choose your group and learn about your assignment in this Google Doc:
https://docs.google.com/document/d/1xaSZhIgv-g8jqBaCQT0ptdFjkdaHK2Hw1UsWjMuA14k/edit?usp=sharing
Develop a Marketing Strategy
Each group, based on the research of it's members, will create products for the marketing strategy of Gorgonzola cheese and add them in the Padlet bellow.
Group 1 will create infographics providing information about Gorgonzola cheese, including its history, production process and cultural significance.
Group 2 will develop memorable slogans that reflects the rich tradition and unique flavor of Gorgonzola cheese.
Group 3 will design a poster that highlights the traditional production methods and PDO status.
Group 4 will create a strategy (Social Media Plan) for promoting Gorgonzola cheese on social media platforms (proposed posts, hashtags).
https://padlet.com/meddiet4health/pdo-pgi-products-in-eu-znoc3bkau5vit9fq
Each group will add their marketing strategy in a common presentation in Google Slides
https://docs.google.com/presentation/d/1U12J_wFsFDdeYDwl4CdUpKJceyHC-rKjBSEGS6OV6es/edit?usp=sharing
Provide feedback to your peers in the same Padlet for the integrity of the marketing strategy proposed for the International Cheese Expo, by adding comments under the presentations.