Piadina Romagnola Igp is popular in consumption and via social media
Promotional video reaches 11 million users and 300,000 views
Piadina Romagnola Igp pleases the palate as a street food par excellence of Romagna, and also like a social product. At the end of the two years of promotional activity linked to the rural development plan (RDP) of Emilia Romagna region, the Piadina Romagnola Igp scores premium numbers in terms of visibility. The promotional video of piadina reached 11 million users and 300 thousand views, while the promotional campaign (digital channels and off channels) implemented in the two-year period (2019-2020) exceeded 20 million contacts, between Italy and Germany.
The piadina romagnola, or even piada, is a food product composed of a thin focaccia of wheat flour, lard or olive oil, bicarbonate or yeast, salt and water, which is traditionally cooked on a terracotta disc, called pan (teggia in Romagna), but today it is more commonly cooked on metal plates or on refractory stone slabs called texts (tëst in dialect). It is, in the words of Giovanni Pascoli, "bread, nay the national food of Romagnoli": in reality, it was first of all for the poorest.
"We are reaping the fruits of a great teamwork put in place by Consortium in these two years of activity", explains Alfio Biagini, president of Consortium of Piadina Romagnola Igp. "We worked together with the partners and with the Emilia Romagna region to carry out a promotion project which today boasts important results in terms of notoriety with repercussions also in terms of consumption".
According to Neilsen data, in the first eight months of 2020 the production of Piadina Romagnola Igp was 15 thousand tons, a remarkable figure considering the difficulties of the horeca. Furthermore, capitalized data if placed in relation to 2019 when the certified production over the whole year was 17,860 tons. Certainly a long-term path if we consider that the production of Piadina Romagnola Igp in 2014 was just over 6 thousand tons. Piadina Romagnola Igp is an increasingly popular product because it combines the value of the link with the territory with ease of use, thanks to the possibility of being used at many times of the day, lunch, dinner, aperitif, breakfast. It is a cheap and quick meal that becomes either gourmet or healthy depending on the ingredients it contains. It is welcoming like Romagna and for this reason everyone likes it", concludes Biagini.
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