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The Vital Role of EU-Certified Foods in Elevating CPG Marketing Strategies

By Robert Barletta

In the competitive landscape of consumer-packaged goods (CPG), trust, authenticity, and quality are paramount factors influencing purchasing decisions. One significant way for European brands to establish and reinforce these attributes is through obtaining EU certification for their food products. This certification not only signifies compliance with stringent standards but also serves as a powerful marketing tool that enhances brand credibility, fosters consumer trust, and unlocks new market opportunities.

Certifications like PDO (Protected Designation of Origin) or PGI (Protected Geographic Indication) serve as an important seal of approval, guaranteeing consumers that the product meets rigorous safety, quality, and traceability standards set forth by the European Union. These standards encompass every stage of the production process, from sourcing raw materials to manufacturing, packaging, and distribution. By obtaining EU certification, CPG brands signal their commitment to upholding the highest standards of food safety and quality, reassuring consumers and instilling confidence in their products.

Furthermore, EU certification lends credibility and authenticity to CPG brands, especially in crowded and competitive market segments. In an era where American consumers in particular are increasingly discerning about the origin, production methods, and ingredients of the products they consume, EU certification serves as a powerful differentiator that sets certified brands apart from their competitors. By prominently marketing the brand's certification they communicate transparency, integrity, quality and a commitment to meeting the highest regulatory standards, resonating strongly with conscientious consumers seeking trustworthy and ethically sourced products.

EU certification should be leveraged as a strategic marketing tool to enhance brand storytelling and consumer engagement. Brands can leverage the certification process to highlight their unique selling points, such as artisanal production methods, sustainable sourcing practices, or adherence to traditional recipes and heritage. By weaving these narratives into their marketing campaigns, brands can evoke emotional connections with consumers, differentiate themselves from competitors, and command premium pricing based on the value of EU-certified authenticity and quality.

Of course, not all brands are eligible for EU certification, and you can certainly have a quality food product without this validation. But if you do have an EU-certified product, make it central to your value proposition and PR/marketing program.   

Barletta is executive vice president of Marino, a full-service strategic communications agency with offices in New York City, Los Angeles and Miami.  He oversees the agency's food and beverage practice and is a U.S. market entry specialist for Italian brands.

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