Digital Strategies for Promoting PDO and PGI Agricultural Products in Southern Europe: Evaluating Online Presence and Sustainability Communication

Adriano Andreghetto (), Marisa R. Ferreira and Markos Kourgiantakis
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Adriano Andreghetto: ESTG, Polythenic of Porto, 4610-156 Felgueiras, Portugal
Marisa R. Ferreira: CIICESI, ESTG, Polythenic of Porto, 4610-156 Felgueiras, Portugal
Markos Kourgiantakis: Department of Business Administration & Tourism, Hellenic Mediterranean University, GR71410 Heraklion, Greece

Sustainability, 2025, vol. 17, issue 11, 1-24

Abstract: This research aims to assess the current landscape of digital communication practices among PDO and PGI agricultural products in Southern European countries—Italy, Spain, France, Greece, and Portugal—which together account for 75% of Europe’s GI-registered agri-food products. By analyzing the GI View portal and conducting desk research to assess the presence of producer groups and the promotion of their products across digital platforms, this study offers insights into how these products are marketed online. It combines an overview of digital presence across multiple platforms with a content analysis of Facebook posts. The findings reveal that, although digital tools—especially websites and social media—are increasingly used by GI producer groups, their potential remains underexploited. Most groups maintain some digital presence, yet the strategies are inconsistent and e-commerce remains underused. Despite being inherently linked to environmental and social sustainability, these attributes are rarely communicated—particularly on Facebook. This social media channel is the most used platform among GI producer groups; however, its use is poorly optimized with an irregular posting frequency. This study recommends investments in capacity building, integrated branding approaches, and the strategic inclusion of the inherent value of GI products in digital narratives to enhance their visibility, differentiation, and sustainability communication.

Keywords: geographical indication; agricultural products; marketing; digital marketing; food marketing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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