The development strategies defined by the Consorzio Tutela at the partners’ meeting include a new communication plan, important partnerships in Italy and abroad and an increase in the promotion budget thanks also to participation in tenders for public funding.
Promotion, research, protection and services for producers. These were the main issues discussed at the Consorzio Tutela Aceto Balsamico Tradizionale di Modena D.O.P. partners’ meeting held this morning at the head offices of the Consorzio. The meeting unanimously approved the 2023 financial statement and also signed off the new action plan for 2024, the ultimate goal as ever being the absolute quality and exclusiveness of Traditional Balsamic Vinegar of Modena P.D.O.. Of central importance this year was the topic of promotion and the initiatives carried out to support the Modena P.D.O., which in the second semester returned to the spotlight at national and international events, also at Italian embassies in Europe.
Also presented was the new 2024 communication plan for Traditional Balsamic Vinegar P.D.O. which, because of its uniqueness, rarity and value, can cost up to around €3000 a litre. For this reason, it will be promoted and communicated like any other Italian masterpiece in places of culinary but also artistic and cultural interest. An important partnership with Fondazione Arena di Verona, the biggest open-air opera house in the world, was also officially announced during a video link with marketing and communication manager Andrea Compagnucci. Lots of initiatives met with the consensus of the partners following their presentation by marketing and communication consultant Elisabetta Serraiotto, appointed by the P.D.O. Consorzio di Tutela in late summer 2023 to begin the important process of repositioning the product and the brand in synergy with the Consorzio dell’Aceto Balsamico di Modena I.G.P. (Balsamic Vinegar of Modena P.G.I. Protection Consortium). The goal of the synergy is to create a virtuous global network that promotes and safeguards these typical Modenese products while protecting their value.
The results of the most recent operating period were very pleasing as Chairman of Consorzio Tutela Aceto Balsamico Tradizionale di Modena D.O.P., Enrico Corsini, outlined in his speech: “In recent years Consorzio Tutela has grown and made the supply chain stronger thanks also to the synergy created with the Region and MASAF and the contributions received from public tenders. The last year saw a new record set in terms of the bottling of ABTM (Aceto Balsamico Tradizionale di Modena), in the 100 ml “Giugiaro” size used by all producers, which rose by 43%. A result achieved thanks to the quality of certified ABTM producers and the promotion and protection activities carried out by the Consorzio.”
“In 2023,” explained director Michele Montanari, “the Region of Emilia-Romagna recognised the Traditional Balsamic Vinegar of Modena food district, which will create additional opportunities for the development of the supply chain and local marketing. Just as importantly, it is developing an international online and social media communication strategy which the Consorzio will look to leverage to improve its reputation in terms of exclusiveness and excellence.” “In the development of its programme of activities for 2024,” he added, “the Consorzio has also made scientific research for the improved definition of the product’s organoleptic characteristics one of its key goals.”
As well as its activities to protect and promote the P.D.O., the Consorzio provides services, to both partners and non-partners, such as certified bottling, for which it has set new rates, again with the aim of improving transparency in the management and equality of producers.
The meeting was opened by the Mayor of Modena Gian Carlo Muzzarelli “In Chairman Corsini’s address,” remarked the Mayor, “we heard about the many activities that have been carried out to promote the area and the product, and this is very important for giving an identity to our province. Food and wine is extremely important to us and we have to keep promoting it and raising its visibility across the world, a process that began back at the 2015 Expo and which has seen the number of visitors to our city increase by 20% compared to before the pandemic.” “We have to continue our work to promote our province,” concluded the Mayor, “as evidenced by the Michael Mann film dedicated to Enzo Ferrari which showcased the city of Modena in all its artistic and culinary beauty.”
Also present was Giuseppe Molinari, Chairman of the Chamber of Commerce of Modena, who emphasised his full support for the objectives outlined by Chairman Corsini and was particularly positive about the Consorzio’s ability to form networks, as it has done with Piacere Modena, a unique organisation in Italy. “At the Chamber of Commerce we also try to develop networks so local projects and development initiatives can generate an impact on the ground. We encourage you to keep networking because only in this way will we be able to develop the entire agri-food supply chain,” he concluded.
