Area 5


Experimental Marketing - Historical Cheese Development


CoRFiLaC carries out the so called “Experimental Marketing” in order to support Sicilian rural economy in market positioning. In specific, marketing activity is focused on strategic positioning of Sicilian dairy products that are testimonials of the historical and cultural patrimony of Sicily. Sicilian dairy products own peculiar intrinsic qualities. Even if they, these products are able to satisfy just the demand of niche markets, they hold a high economic strength: a strong linkage to biodiversity factors by which are characterized.

Therefore, CoRFiLaC until now has engaged the role of mean of communication for the local rural economy with the goal to let consumers know more about the tradition of the Historical Sicilian Cheeses. CoRFiLaC’s work Above the line, (such as starting relationships with media such as TV, Press, Radio) and Below the line (such as carrying out activities of promotion, public relations, and direct marketing) has been able to let people to be familiar with unknown cheeses and to make consumers of various cultures to appreciate these extraordinary products.

The Consortium participates in many national and international exhibitions; it organizes various activities targeted to consumers and the most important occurrence is the Biennial Cheese Art, cultural kermesse focused on the Mediterranean dairy products considered as rarities.

But, CoRFiLaC’s work goes farther by carrying out experimental research and indirect marketing. The goal is to achieve several targets of consumers, starting from young people to adults. Young are involved in a playful project called School Project, while adults are get by using aimed surveys and taste laboratories created ad hoc. Opinion leaders and food distribution are the main objective of CoRFiLaC’s marketing activities in order to spread the importance of the qualities that Sicilian cheeses own. Consumers safeguard is a must for this consortium that works out experimental protocols like Cultural Traceability on-line. The idea is to guarantee cheese healthiness and to help producers to interact with the market. This interaction can be possible only by restabilising relationships based on trust and consumers fidelity, and as a consequence by creating a direct link between consumers and producers.

Price Watch is an additional tool provided by the CoRFiLaC to the community in order to face both producers and consumers needs. The Observatory continuously monitors prices trend of Sicilian cheeses both at the production and distribution level. On one side, the observatory tries to transfer correct information to final consumers for their safeguard against disproportionate prices raising at the last step of the chain. On the other side, it updates all the actors of the rural economy about prices trend on the market and about the diseconomies sustained by farmers caused by high costs of production and incorrect assessments on investments.