A new campaign to boost sales of South Tyrolean apples has been launched in Italy, Germany, Austria and the Czech Republic as part of a wider three-year promotion in support of key food items produced in the north-east Italian province.
Backed by the Italian Ministry of Agriculture and the European Union, the campaign aims to highlight the provenance and quality of South Tyrol’s PGI-certified apples and speck, as well as its PDO-certified Stelvio/Stilfser cheese.
Using the slogan ‘From South Tyrol. Guaranteed. Certified quality and origin’, the project’s co-ordinators will purchase advertising in cookery and lifestyle magazines, organise information and tasting initiatives, put forward a number of traditional South Tyrolean recipes reworked in modern style, and run a dedicated website.
The campaign is also offering its backing to marathon events in Berlin and Munich, part of an overall strategy to boost consumption through promoting the health value of apples.
South Tyrol produces a range of apple varieties, including Granny Smith, Idared, Topaz, Morgenduft, Gala, Jonagold, Elstar, Pinova, Braeburn, Fuji, Winesap, Golden and Red Delicious.