PROGRAMME FOR THE DEVELOPMENT OF THE DOP CHEESE SECTOR IN THE CENTRAL REGION

PROJECT SUMMARY

The project "Programme for the valorisation of the PDO cheese chain in the Central Region" aims to support the agents in the chain in solving the main bottlenecks in the value chain of traditional cheeses in the region, from the milk producer to the consumer, in order to strengthen and valorise the chain.

Strategic objectives

• To implement a rejuvenation, valorization and competitiveness strategy for the sector;
• To promote innovation and knowledge within the PDO cheese production chain in the Central Region
• To improve the quality and food safety of Center Region PDO cheeses;
• To improve the response capacity of PDO and PGI management bodies;
• To make producers aware of the importance of the certification process;
• To implement a promotional and marketing strategy for Central Region PDO cheeses;
• To make the PDO cheese purchase option more appealing/attractive;

Main actions planned:

• Characterization of the current cheese production model in Beira Baixa, Serra da Estrela and Rabaçal and the technical, economic and financial model of the whole cheese value chain (from production to commercialization);
• Creation of Land Banks for shepherds - Pilot project;
• Production of individual dossiers of good shepherd practices;
• Innovation in the milk collection process to reduce costs;
• School of Shepherds - Pilot Project;
• School of Cheesemakers - Pilot Project,
• Awarding of "Vale Pastor" and "Vale Pastor +" prizes;
• Characterization and innovation of pastures - Pilot Project;
• Study of the Sources of Microbiological Contamination of cheeses PDO Centro;
• Definition of good practices notebook: + milk + quality;
• Adding value to raw materials;
• Implementation of an institutional capacity-building program for the organization and dynamisation of the sector;
• Drawing up a guide to good practice for the organization of each PDO region;
• Awareness-raising campaigns for producers to encourage adherence to certification;
• Conception of a Strategic Plan for Promotion and Marketing for Centro's PDO cheeses;
• Digital marketing campaign, production of a promotional film, design of an information brochure for consumer;
• Creation of the commercial brand "Queijos de Portugal";
• Organisation of the event "Queijos DOP Centro de Portugal";
• Consumer awareness/promotion actions;
• Finding innovative marketing models and target markets;

Expected results

Besides the objectives previously mentioned, this operation aims at achieving the following results: Multiplier effect of public investment on private investment resulting from the activities to be carried out within the scope of the project of 4,16; implementation of 28 promotion actions and Increase in the production of PDO cheese by 20%.