Authenticity, history and passion are the three words that sum up the Consortium for the Protection of Balsamic Vinegar of Modena's strategy for tackling the huge challenge of purchasing awareness in US consumers. The campaign was launched in 2017 to develop positive dynamics towards the US market and to make a real contribution in increasing awareness about the difference between protected products over counterfeit and deceptive ones.

Federico Desimoni, Director of the Consorzio, strikes a balance of the first year of the project: "Feedback, is vital when you're conducting promotional activities," he says.