1. Project presentation

2. What is it? Made for Taste is an initiative financed through contributions from the European Union and Italian State and realized by the Unione Italiana Vini (Italian Producers Association) and Istituto Valorizzazione Salumi Italiani (Institute for the Promotion of Italian Deli Meats). The value of the project is 3 million euros: 70% EU funding, 20% Italian State, 30% UIV-IVSI The project, started in autumn 2008, will last three years and will take place in Italy, Sweden and Finland

3. What’s the aim? To communicate and promote excellence in the world of wines and deli meats, achieving a consistent level of appreciation, is a requirement shared by all the players involved, from the producers to distribution organizations, in such a way that the consumer can make the choice to buy a wine or a deli meats without needing to worry about anything else but satisfying the emotional side of consumption.

4. Ongoing actions Create and share knowledge and competence, disseminating information as the necessary proviso for protecting the quality of European regional productions (PDO, PGI). Promoting an innovative sensory analysis model that allows the assessment of the organoleptic characteristics of wine and salami through the objectivity of the main descriptors. Promoting innovative training courses, on- and off-line, dedicated to: buyers, media, schools and consumers, with in-depth subject matter looking at the distinctive character of quality European wines and salami.

5. The targets The promotion of the culture surrounding the European quality wines and deli meats will be focusing specifically on so-called ‘opinion leaders’: qualified operators in the industry (buyers, caterers, chefs, gourmet), journalists and experts in food and wine. All figures are sought after for their skills and competencies, and capable - through their daily activities - to serve as ‘trainers’ for a wider audience, hardly reachable by a project of limited duration. Another strategic target for the completion of the project are the “next generation” restaurant owners, chefs, sommeliers: the training will be held in universities, taste academies and hospitality schools, where young students are forming their own culture in relation to food and wine.

6. The tools Training & Education (Sensory Analysis) Information (conventions and festivals, and editorial activities) Workshop/forum/events Web marketing (website, newsletter)

7. The Schools Umea Universitet, October 1 st and 2 nd

8. The Schools Akademi Båstad, October 5

9. The Schools Restaurang- och hotellhögskolan, Grythytte Akademi, October 8

10. The Schools Stockholms Hotell & Restaurangskola, October 12

11. Buyers, Importers & Journalists Stockholm, October 10

12. The Restaurants Restaurants Week, Stockholm, October 3-10

13. Permanent training school Professional workers, as well as students, will come into contact with the distinctive features of European wines thanks to training modules implemented by means of traditional, face-to-face lessons but also through online video lessons and blended learning methods, following learning patterns that are tailored to meet specific requirements. All the contents developed, divided into training and information courses, will be available online on the www.madefortaste.eu website so that they can be easily accessed and updated at any moment in time. It will be like a “taste gym”, open at all times, designed to “train teachers”, i.e. those who, through their daily work, are capable of communicating to consumers all the emotions aroused by European quality products and the value of the DOP and IGP statuses.

14. For further information, please visit www.madefortaste.eu