This year, the Consortium for the Protection of Grana Padano PDO has planned to participate in the eight most important international food&beverage fairs in as many different countries. The largest share of investments in communication – up to 16.1 million euros – will be concentrated, between 2022 and 2024, in these events.

This strategy is the result of the marketing plan developed by KPMG, a leading group in professional business services. The goal is to boost consumption through product repositioning and a review of promotional investment methods.