The Consorzio Riso di Baraggia Biellese e Vercellese DOP Announces Strategic Media Relations Campaign in the US

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The first and only PDO rice from Italy will participate in several promotional actions in the US to increase its popularity among restaurateurs and consumers.

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The Consorzio Tutela Riso di Baraggia Biellese e Vercellese, the entity that protects and promotes the PDO (Protected Designation of Origin) rice from the area between the cities of Biella and Vercelli in Piedmont, Italy, announced that it will participate in the European Union funded promotional program Top Tales.

Top Tales: A piece of Europe on your table is a project supported by the European Union to promoteBarolo and Barbaresco DOCG, Fontina DOP from Valle d’Aosta, and Rice di Baraggia Biellese e Vercellese. The European communication campaign is designed to increase the awareness of the four DPO products in the United States market. In partnership with renowned denominations such as Barolo DOCG and Fontina DOP, the Consorzio Tutela Riso di Baraggia Biellese e Vercellese aims to bring its high-quality rice to the tables of US consumers through a series of initiatives such as events, media relations, advertising, and social media campaigns.

The unique Italian rice already took part in Barolo & Barbaresco World Opening (BBWO) on February 4, 2020, at Centre 415 in New York City. There, food & wine professionals and consumers could taste the renowned wines from Barolo along with Fontina DOP cheese and risotto recipes with Rice di Baraggia. In 2021 the Consorzio Tutela Riso di Baraggia plans to bring its high-quality grains back to the US, participating in the Summer Fancy Food Show at the end of June at the Javits Centre in New York City. Trade professionals will have the opportunity to discover the rice varieties the Biella and Vercelli region offers, such as Arborio, Carnaroli, and S.Andrea, and the best recipes to cook with it.

The Consortium, through the Top Tales program, has set the goal to increase the distribution and popularity of Riso di Baraggia DOP in the US, confident that the taste of this extraordinary rice will be appreciated by American consumers and restaurateurs.

About Consorzio Tutela Riso di Baraggia Biellese e Vercellese: the rice from Biella and Vercelli was awarded the PDO status in 2007 after the European Union verified its unique quality and nutritional characteristics. Today, the denomination covers 22,000 ha of paddy fields across 28 communes.

About Top Tales: Top Tales is a project supported by the European Union aimed at promoting Fontina DOP from Valle d’Aosta, Rice di Baraggia Biellese e Vercellese DOP, and the DOCG’s Barolo and Barbaresco. The European communication campaign Top Tales: A piece of Europe on your table is designed to increase the awareness of the three DOP products in the United States market.

The content of this promotion campaign represents the views of the author only and is his/her sole responsibility. The European Commission and the Consumers, Health, Agriculture and Food Executive Agency (CHAFEA) do not accept any responsibility for any use that may be made of the information it contains.

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Luca Venturelli
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