Development of a synergy model aimed to qualify and valorise the natural historic cheese of southern Italy in the Sicilian, Sardinia, Calabria, Basilicata and Campania regions

The ‘Canestrum casei’ project aims to focus the attention on those products at risk of extinction or which have objective difficulties in terms of their qualification and exploitation in the markets. Fifteen ‘AGER’ cheeses were selected, among the Natural History Cheeses in the South of Italy, by 9 partners. The ‘AGER’ Selection includes: Ragusano PDO; Provola dei Nebrodi PDO; Piacentinu Ennese PDO; Pecorino Siciliano PDO; Vastedda della Valle del Belìce PDO; Caciocavallo Palermitano; Maiorchino; Caprino Nicastrese; Fiore Sardo PDO; Casizolu del Montiferru; Pecorino di Filiano PDO; Canestrato di Moliterno PGI; Pecorino Carmasciano; Caciocavallo Podolico; Cacioricotta. Cheeses of the ‘AGER’ Selection will fill some aspects of scientific research, will be characterised by the nutritional profile in order to create ‘talking’ labels, and will be studied to develop a new marketing approach by IULM of Milan. The general objective of the ‘Canestrum casei’ project is to develop a model of synergies to Qualify and Valorise the Natural Historic Cheeses of the South of Italy. Specific objectives are: 1. Scientific characterisation of ‘AGER’ ‘Canestrum casei’ ‘cheeses selection’ by standardising information of greater interest for consumers in respect of regional production specificities (WP1); 2. Development of researches on the main production processes requiring scientific research to streamline and enhance processes and reduce defects or critical points (WP2); 3. Development of common strategies for communication, promotion and marketing of ‘AGER’ ‘Cheeses Selection’ (WP3); 4. Training of producers for the rationalisation of production processes and for a new approach to the sale of cheeses, and involvement of stakeholders in project activities (WP4); 5. Communication and dissemination of the results of the ‘Canestrum casei’ project. The ‘Canestrum casei’ project aims to improve the market penetration of the ‘AGER’ Cheeses Selection by creating an economy in favour of small and medium-sized Italian companies producing these great cheeses with high nutritional value and safety properties, but with poor diffusion and presence in the commercial distribution. The development of joint bid and distribution strategies, along with appropriate promotion, packaging and marketing strategies at the point of sale and on the web, will contribute (expected results) to increase the commercial demand for these cheeses with a relative increase of production.