Origin that sells. PDO/PGI as a sales pitch for companies

Through three different perspectives – a gastronomic influencer, a journalist and a marketing manager of a company with PDO products – we will analyse the opportunities offered by differentiated quality based on the territory for the marketing of agri-food products, both on and off-trade. Its relevance for today’s consumers, the appropriate codes for its communication and the weight of origin in the discourse of brands.