The ‘Original Profiles of Quality’ (OPQ) initiative has been launched to promote and elevate Provolone Valpadana PDO cheese in Australia. The campaign’s slogan encapsulates the product’s core values of authenticity, safety, and traceability.
Spearheaded by the Consortium for the Protection of Provolone Valpadana PDO and co-financed by the European Union, the project seeks to bolster recognition and consumption of this renowned Italian cheese in Australia, targeting professionals in the Horeca sector, media, and consumers.
Italy remains a key trading partner for Australia, boasting a market share worth $123 million (source: Assocamerestero). The import of cheese and related products into Australia accounts for a turnover of approximately $80.5 million.
Australia has a growing focus on the provenance and quality of food products, driven by increased awareness of organic, healthier options and environmental sustainability. Italian products, perceived as healthier and nutritionally superior, are gaining traction among Australian consumers.
The OPQ project, spanning three years, will include a mix of online, offline, and experiential activities designed to inform and engage both consumers and trade professionals. Offline efforts will be city-specific each year, focusing on Sydney, Melbourne, and Brisbane, to create synergies among various initiatives. Meanwhile, the digital strategy will ensure continuous visibility across all three cities over the project’s duration.
The initiative aims to enhance the product’s reputation and competitiveness by increasing the volume and value of Provolone Valpadana PDO exports to Australia.