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Food Ambassador By Liguria. A project promoting the region’s famous and world-class basil, oil and wines

Thursday, 21 October 2021 19:17

Three PDO designation of origin products – basil, oil and wine - have shot Liguria into the national and international spotlight, and Food Ambassador by Liguria is an ambitious project that is making quality into an ambassador for a system.

Training the supply chain to promote its products

Food Ambassador by Liguria is an alliance with a business and consumer soul, aimed at raising awareness along the supply chain to the importance of bringing certified products to the table. It uses training and in-depth programmes to teach producers how to share with guests the values ​​and identities of the areas in which these products originate. It is also designed for the general public through a gamification app featuring the products and ingredients for traditional Ligurian recipes. And it will become a digital strategy campaign, using food influencers to promote the Food Ambassador by Liguria box which will contain POD oil, wine and basil, and offer food experiences in Liguria.

Promoting the Liguria region’s unique food traditions and itineraries

"Tradition, innovation and genuineness are the leitmotif of a new path for the enhancement of Ligurian PDO products, promoting training and events and creating a catalogue of thematic experiences and taste itineraries,” explains Alessandro Piana, Liguria’s Vice President for Agriculture and Territorial Marketing. “The project is called Food Ambassador by Liguria because it highlights the role producers, wineries, oil mills, farmstays, wineries, restaurants and the entire supply chain play as ambassadors for our agricultural and food traditions. The PDO oil of the Ligurian Riviera, the PDO Genoese basil and the PDO and IGP wines of the Enoteca Regionale della Liguria are all protagonists of the Milan Wine Week this October.” 


Gastronomic excellences that make Liguria a destination for all seasons

"We have launched a territorial marketing strategy involving the entire supply chain,” says Roberto Moreno, Commissioner of In Liguria. “It is an original format that can be repeated year after year and adapted to the new challenges the market faces. It replies to the ever-growing demand for unique and authentic food and wine experiences, promoting the areas where they are produced and their stories. We have identified taste itineraries to many of the hidden riches and excellences of our region. This is an exceptional experiential tourism key for making Liguria a holiday destination every day of the year.”

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