Strategy & Vision

IDM supports the marketing of food from South Tyrol with the designation of origin labels “Protected Designation of Origin” (PDO) and “Protected Geographical Indication” (PGI) as well as with the Quality Seal “Südtirol”. For this purpose, IDM works on behalf of various sectors including apples, wine, speck, dairy and other products which carry the quality label. Quality and region of origin are the determining factors in the PR campaigns aimed at connoisseurs both at home and abroad. It is our aim as well as our mission to ensure that South Tyrol quality produce is held in high esteem in the food retail trade as well as in the catering sector. To bring this about, we support sales through events at the point of sale, at in-house exhibitions, during special South Tyrol promotion weeks and with specific training of sales staff in top retail chains.

Additionally, IDM organises numerous marketing events in South Tyrol – such as the Speck Fair or the Milk Fair – so that consumers are able to experience the products at first hand and, with any luck, develop a definite preference for what is on offer.

Important aims for the marketing of agricultural produce for the next few years:
  • Further development of the image and awareness level of South Tyrol quality produce in all markets, stressing quality and area of origin
  • An even stronger positioning of South Tyrol quality produce in the premium range of the food retail trade
  • Increased emphasis on joint representation with reference to “South Tyrol, land of culinary delights”.