The Consortium for the protection of Balsamic Vinegar of Modena showcases the allure and flavor of the authentic European product to charm 7 of the most important American influencers, guests in Italy from 22 to 26 May. Then in June it’s all off to the Summer Fancy Food Show in New York, the most important food event on the East Coast.
It’s all down to a mixture of history, tradition and flavor, as the Consorzio Tutela Aceto Balsamico di Modena continues its American project, ongoing for the past year: the massive challenge of educating the US market. With the campaign entitled Balsamic Vinegar of Modena, the Original, co-financed by the European Union, the Consortium intends to establish once and for all the originality of its product and teach professionals and consumers how to recognize the one and only genuine Balsamic Vinegar of Modena.
To carry out this mission, the Consortium has enrolled a team of 7 of the most important transatlantic food bloggers (who will be guests in Modena from 22 to 26 May), with the aim of turning them into ambassadors for the authentic product in the States. These are Michael Kahn, a young blogger from Sacramento and founder of MKLibrary, a website devoted to all that inspires its creator in everyday life: travel, food and lifestyle; Elise Bauer, whose Simplyrecipes portal and social channels have more than a million followers; Laura Jung and Ben Hon, two bloggers with 63.1 and 43.9 thousand followers respectively; Brandon Matzek, creator and editor of the blog Kitchen Konfidence; Wendy Holloway of the Italian food blog FlavorofItaly and Dana Rozarsky, with the MiamiFoodPorn portal for news and reviews.
“This visit is complementary to the strategy we have designed to approach the US market”, explains Federico Desimoni, director of the Consortium, “prioritizing one-to-one encounters, events aimed at sector specialists, meetings and conferences addressed precisely at the most authoritative target audiences. The number of US consumers is limitless, and only through education via influencers can we credibly succeed in obtaining the cultural change we’re hoping for, defeating food piracy once and for all”.
The next trip will be to the Fancy Food Show in New York (30 June-2 July), the number-one food event on the East Coast, during which the Consortium will take part for the second consecutive year in the 100X100 Italian Gala, an exclusive event promoted by I Love Italian Food in collaboration with the Italian Chef Association New York.
Immediately after this is the start of two crucial and unprecedented collaborations between the Consortium and the prestigious Culinary Institute of America (CIA) and the International Culinary Education (ICE) to inform and bring together tomorrow’s chefs.
The campaign also features a web portal www.originalbalsamicvinegar.eu and pages dedicated to the main social network: