09 February 2009, 20:26 PM
  • ‘Discover the Origin’ is the new three year campaign designed to raise awareness around five key European products: Parma Ham Parmigiano-Reggiano cheese, Burgundy, Port and Douro Valley wines. Central to the aims of this campaign is driving customers to delicatessens to purchase these quality PDO items.

With the emergence of a more ‘foodie’ focussed Britain, in recent years consumers have begun to give more consideration to the importance of where their food and drink comes from, how it has been produced and traded, and finally how it reaches the trade outlet it can be purchased from.

Step forward the PDO stamp of approval.  Sharing qualities of excellence, tradition, innovation and natural and fair production, PDO products are becoming increasingly important within the food industry. Backed by both the EU and the professional bodies behind the products, the campaign will highlight how these specific products’ PDO status, which emphasises their quality and authenticity, is at the heart of their continuing appeal – and a point of sales difference in a crowded market place.

Win a 10 Day European Gastro Tour

The competition will reward the UK’s best delicatessen with a ten-day gastro tour of Parma, Burgundy and the Douro Valley, offering businesses a rare opportunity to see how the products are made in regions rich in both history and tradition. Finalists will also be featured in Speciality Food Magazine along with pictures of the owners and their stores. Through the competition, ‘Discover the Origin’ aims to support learning and development within the delicatessen industry, rewarding knowledge and creativity, whilst boosting entrants’ bottom line results.

Although the competition is not yet open for entries, those retailers who join the FREE masterclasses will be in the best position to win this fantastic prize.

Juliet Harbutt leads free masterclasses for retailers

Want to learn more about PDO products and origin? Then sign up for one of Juliet Harbutt’s new masterclasses.

Throughout March, April and May 2009, renowned food expert, Juliet Harbutt, will be leading sample-rich masterclasses for delicatessens in cities around the UK helping to boost retailers’ perception and understanding of the origin of some of the world’s most revered products.

Juliet Harbutt’s two hour interactive seminars will provide in-depth education for 20 people, helping to boost understanding of PDO status and the Discover The Origin products: Parma Ham, Parmigiano-Reggiano cheese, and if licensed, Burgundy wines and Port and Douro Valley wines.